By Jocelyne S. Daw and Carol Cone with Anne Erhard and Kristian Darigan Merenda
A hands-on consultant to assist your nonprofit construct its model, elevate its profile, enhance effect and improve deeper relationships with donors, volunteers, and different stakeholders. leap forward Nonprofit Branding is in regards to the strength a constituency-focused, compelling model could have to revolutionize a company and how humans view and help it.Shows easy methods to optimally outline what your company stands for to differieniate, create worth and breakthroughExplains the right way to construct dependable groups in and out of your company to extend social impactFeatures seven ideas for reworking a model from traditional trademark to strategic advantageIncludes case reports of 11 leap forward nonprofit manufacturers and transferable principles and practices that nonprofits of any measurement, scope or adventure can implementOther identify through Daw: reason advertising and marketing for Nonprofits: companion for goal, ardour, and ProfitsA useful street map and crucial software for nonprofit leaders, board participants, and volunteers, this e-book finds the important ideas you must recognize to construct and deal with your organization's most precious asset – its model. In today’s hugely aggressive nonprofit global, development a leap forward model isn't any longer a "nice to do," however the new imperative.Jocelyne Daw, a pioneer and chief in development company and neighborhood partnerships has over 25 years of nonprofit management experience.Carol Cone, named via PR WEEK because the strongest and visual determine on the earth of reason branding, has been linking businesses and explanations for over 25 years.
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Additional resources for Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results (The AFP Wiley Fund Development Series)
A brand is a collection of perceptions about an organization, formed by its every communication, action, and interaction. It is what people collectively say, feel, and think about your organization. In short, it’s your reputation, identity, and good will with stakeholders and in the community. A strong brand can be a nonprofit’s most valuable asset. It can carry an organization through good times and bad as well as predispose people toward a personal and emotional connection to the group it represents.
It also can’t be sustained without a financial investment in its development and implementation. E1C01_1 09/07/2010 28 28 from traditional to bnb While a brand can point the way forward, it can’t fix an organization overnight—especially one that has frequently changed its strategy and direction. Typically, boards are impatient to discover the underlying reasons for organizational challenges, but that can take time. So decisions are made quickly, and they often aren’t the right ones. Often, a new CEO or executive director is brought on and is eager to set a new direction.
E1C01_1 09/07/2010 19 chapter & 1 From Traditional to Breakthrough Nonprofit Branding ‘‘Brand is not the name, the tag line, or the pretty colors. . ’’1 —DAVID PLACEK, PRESIDENT AND CEO, LEXICON BRANDING, AND BOARD OF DIRECTORS, NATUREBRIDGE ‘‘Our brand is our key asset. ’’2 —EMILY CALLAHAN, VICE PRESIDENT, MARKETING AND COMMUNICATIONS, KOMEN FOR THE CURE T he world now boasts more than 2 million nonprofits, fueled by a 35 percent increase in the number of organizations in the United States and Canada in the past decade alone.
Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results (The AFP Wiley Fund Development Series) by Jocelyne S. Daw and Carol Cone with Anne Erhard and Kristian Darigan Merenda