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Breakthrough Nonprofit Branding Seven Principles to Power Extraordinary Results

ISBN-10: 0470286911
ISBN-13: 9780470286913
Edition: 2011
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Description: Is your organization just another name, or is it a brand?The first book on brands and branding directly written for the nonprofit sector, Building a Breakthrough Nonprofit Brand explains a brand as an organization's North Star, the guiding principle  More...

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Book details

Copyright year: 2011
Publisher: John Wiley & Sons, Limited
Publication date: 11/9/2010
Binding: Hardcover
Pages: 336
Size: 6.25" wide x 9.25" long x 1.25" tall
Weight: 1.188
Language: English

Is your organization just another name, or is it a brand?The first book on brands and branding directly written for the nonprofit sector, Building a Breakthrough Nonprofit Brand explains a brand as an organization's North Star, the guiding principle that underpins the mission and makes it values manifest, not just the way it is presented in marketing communications materials. The message of that brand is vital to a nonprofit's ability to survive and thrive in the new millennium; it must maximize the trust and loyalty of the community to secure the continuing flow of resources and fulfill its missions.Recognized leaders in nonprofit marketing show you how to optimally build your nonprofit's brand to be a strategic competitive advantage ensuring your organization stands out, creates value, builds loyal communities inside and outside of the organization and increases social impact. Daw and Cone demonstrate the strongest nonprofit brands are the rallying flag and central organizing principle guiding all of an organization's major decisions and actions. The strongest brands are focused, compelling and simple to understand and articulate and create a sense of connection that brings people together around common interests, shared hopes, aspirations and beliefs. The book is a practical road map and essential tool for nonprofit leaders, board members, and volunteers, as well as communications professionals, development consultants, marketing agencies, academics, students and all those interested in catalyzing dynamic growth for the organizations they serve. Part of the AFP Fund Development Series, Brand Good Causes offers: Seven principles to build, manage, and protect the organization's brand Tips, techniques, and tactics as well as mistakes to be avoided Case studies of twelve breakthrough nonprofit brands that put into action the principles and practices outlined in the book Insider advice from nonprofit marketing authority Jocelyne Daw, author of Cause Marketing for Nonprofits: Partner for Purpose, Passion and Profits and leading cause branding expert, Carol Cone.Passionate and focused, Building a Breakthrough Nonprofit Brand shows you how to raise your organization's profile among the general public and develop deeper relationships with donors, volunteers, and other key stakeholders.

Acknowledgments
Introduction The New Nonprofit Imperative
Komen for the Cure: Realizing the New Nonprofit Imperative
What This Book Is About
How This Book Was Written
How to Use This Book
Who Should Read This Book
From Traditional to Breakthrough Nonprofit Branding
What Is a Brand?
Breakthrough Nonprofit Brand
Traditional Nonprofit Branding
Traditional versus Breakthrough Nonprofit Branding
Seven Principles of Breakthrough Branding
Breakthrough Nonprofit Brands
Summary
Principle One: Discover the Authentic Meaning of Your Brand
UNICEF's Brand Journey
College Forward's Brand Journey
An Overview of Principle One
How-To Success Factors
U.S. Fund for UNICEF Digs Deep for Brand Meaning
College Forward Bridges the Gap
Principle One: Summary
Principle Two: Integrate Brand Meaning across the Organization
The American Heart Association's Brand Journey
Food Bank For New York City's Brand Journey
An Overview of Principle Two
How-To Success Factors
The American Heart Association Remains Fresh and Inviting
Food Bank For New York City Delivers Food and Beyond
Principle Two: Summary
Principle Three: Rally Internal Brand Ambassadors
Inspiration Corporation's Brand Journey
Memorial HealthWorks! Brand Journey
An Overview of Principle Three
How-To Success Factors
Inspiration Corporation Inspires from the Inside Out
Memorial Healthworks! Lives and Breathes its Organizational DNA
Principle Three: Summary
Principle Four: Develop 360� Brand Communications
Kids Help Phone 360� Brand Communications
American Heart Association 360� Brand Communications
College Forward 360� Brand Communications
U.S. Fund for UNICEF 360� Brand Communications
Inspiration Corporation 360� Brand Communications
An Overview of Principle Four
How-To Success Factors
Principle Four: Summary
Principle Five: Expand Your Brand by Mobilizing an External Community
Stratford Shakespeare Festival's Brand Journey
Susan G. Komen for the Cure's Brand Journey
An Overview of Principle Five
How-To Success Factors
Principle Five: Summary
Principle Six: Cultivate Partners to Extend Your Brand Reach and Influence
Kids Help Phone's Brand Journey
NatureBridge's Brand Journey
An Overview of Principle Six
How-To Success Factors
Kids Help Phone Nurtures a Partner Community
NatureBridge Nurtures a Partner Community
Principle Six: Summary
Principle Seven: Leverage Your Brand for Alternative Revenue and Value
Goodwill Industries, Brand Journey
An Overview of Principle Seven
How-To Success Factors
Principle Seven: Summary
Conclusion The Breakthrough Nonprofit Brand Journey
Breakthrough Nonprofit Brands Are a Valuable Asset
Breakthrough Nonprofit Brands Differentiate to Stand Out
Breakthrough Nonprofit Brands Are Bigger Than Themselves
Breakthrough Nonprofit Brands Rally Communities
Breakthrough Nonprofit Brands Have Courageous Leadership
Breakthrough Nonprofits Use Their Brand to Drive Strategy
Breakthrough Nonprofit Brands Embrace Innovation
Breakthrough Nonprofit Brands Create Owners, Inside and Outside
Breakthrough Nonprofit Brands Enjoy Alliances to Extend Reach and Impact
Breakthrough Nonprofit Brands Build Sustainable Organizations
Ongoing Journey and Long-Term Commitment
Your Brand Future
The Breakthrough Nonprofit Brand Journey
Brand Journey Assessment Tool
Snapshot of Nonprofit Case Studies
Kids Help Phone
American Heart Association
The U.S. Fund for UNICEF
Susan G. Komen for the Cure
Inspiration Corporation
NatureBridge
Stratford Shakespeare Festival
Memorial HealthWorks! Kids' Museum
College Forward
Food Bank For New York City
Goodwill Industries International
Glossary
Notes
Bibliography
About the Authors
AFP Code of Ethical Principles and Standards
A Donor Bill of Rights
Index

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