Brandraising How Nonprofits Raise Visibility and Money Through Smart Communications

Name: Brandraising How Nonprofits Raise Visibility and Money Through Smart Communications
Price: 3.96 USD
Availability: InStock
ISBN: 9780470527535

ISBN-10: 0470527536

ISBN-13: 9780470527535

Edition: 2010

Authors: Sarah Durham

List price: $36.00

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Description:

Brandraising outlines a mission-driven approach to communications and marketing, specifically designed to boost fundraising efforts. Emphasizing the importance of building upon the core of a clear mission and relevant strategic plan, this book guides nonprofits through the process of creating a recognizable and meaningful brand, and a comprehensive, multi-level communications plan. Readers will learn how to coordinate every aspect of their branding and communications efforts, from beginning to end, including:1. organizational profile (vision, mission, values, objectives, position, personality)2. identity presentation (visual platform, messaging platform)3. experiential outreach (online,…

Book details

List price: $36.00
Copyright year: 2010
Publisher: John Wiley & Sons, Limited
Publication date: 1/19/2010
Binding: Hardcover
Pages: 208
Size: 5.70" wide x 8.60" long x 0.80" tall
Weight: 1.012
Language: English




Brandraising


What "Brandraising" Means


Measuring the Value of Communications


In Summary



Principles of Effective Communications


Seeing the Long View


Communicating on Their Terms, Not Yours


Doing More with Less


In Summary



Overview of Brandraising


The Organizational Level


The Identity Level


The Experiential Level


Leadership Involvement in Each Level


Measuring and Assessing Brandraising's Impact


Quantitative and Qualitative Metrics


In Summary



Brandraising at the Organizational Level


What Comes First: Strategic Planning or Brandraising?


Vision


Mission


Values


Objectives


Audiences


Positioning


Personality


A Foundation for Everyday Activities


In Summary



Brandraising at the Identity Level


The Visual identity


The Messaging Platform


Sub-Brands


Integrating the Identity


In Summary



Brandraising at the Experiential Level


Selecting Audience-Centric Channels


Online


In Print


In Person


On Air


By Mobile


In Summary



Implementing Brandraising


When You Can't Do it All


Relaunching Your Nonprofit's Identity


Brandraising After Relaunch


Integrating Brandraising into Daily Communications


In Summary


In Conclusion


Acknowledgments


About the Author


References


Index