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Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications Hardcover – Dec 21 2009

5.0 out of 5 stars 2 customer reviews

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Product Details

  • Hardcover: 208 pages
  • Publisher: Jossey-Bass; Har/Psc edition (Dec 21 2009)
  • Language: English
  • ISBN-10: 0470527536
  • ISBN-13: 978-0470527535
  • Product Dimensions: 14.5 x 2 x 22.4 cm
  • Shipping Weight: 363 g
  • Average Customer Review: 5.0 out of 5 stars 2 customer reviews
  • Amazon Bestsellers Rank: #158,407 in Books (See Top 100 in Books)
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Product Description


"Sarah Durham, author of 2009's Brandraising, founded communications firm Big Duck in 1994 to help nonprofits raise money, gain visibility, and make effective use of social media. After 16 years, Big Duck continues to assist organizations from the Cancer Research Institute to the Women's Sports Foundation in building strong relationships with key constituents both online and off." (Fast Company, March 23, 2010)

From the Inside Flap


In today's uncertain marketplace, every nonprofit organization faces the same core challenge: how to demonstrate value and win charitable dollars with limited staff, budget, and communications experience.

Brandraising offers nonprofit leaders a proven approach to fundraising that puts the focus on marketing, branding, and communications. In this vital resource, Sarah Durham—an acclaimed nonprofit communications expert—reveals the importance of an integrated marketing and fundraising plan based on a foundation of clear mission and relevant strategy. She offers detailed, practical guidance for building a recognizable and meaningful brand, and developing a comprehensive, multi-level communications strategy.

Brandraising is a holistic approach to communications that involves everyone within the organization—board, staff leadership, volunteers, program staff and in some cases funders and donors. Readers will learn how to coordinate every aspect of their branding and communications efforts, from start to finish.

Durham shows how to boost fundraising, programs and advocacy efforts by

  • Articulating an organizational profile: vision, mission, values, objectives, position, personality

  • Developing a solid identity: visual platform, messaging platform

  • Conducting smart outreach: online, print, in person, on air, mobile

  • Moving beyond brandraising: measuring communications impact on programs, fundraising and advocacy, and sustaining successful communications as change occurs

The Brandraising method enables nonprofits to raise more money, reach a wider program audience, and maintain closer contact with legislators, the media, and the community.

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Top Customer Reviews

Format: Hardcover
Durham provides a thorough breakdown of the thinking behind her 'organizational, identity and experiential' levels of branding and how this thinking can be applied by nonprofits. For example, she includes questions that can be used to assess the effectiveness of mission statements and to help to define an organization’s personality, guidance on how to think in more audience-centric terms and specific and detailed explanation of the elements of a visual identity and messaging platform.

Brandraising is not only a very informative read for any nonprofit marketer or communicator, but with so much concrete guidance, it’s a valuable reference to keep at your fingertips. If you feel the title suggests a fundraising focus – don’t be misled; it’s a very comprehensive look at how branding builds a strong framework for raising money and awareness of your organization. In fact, branding is used as a framework for what is really a book about how to deliver strategic, effective nonprofit communications.

I would most definitely recommend reading Brandraising to those interested in nonprofit branding or those simply wanting to be more effective and strategic in their nonprofit marketing communications. My biggest regret is having bought the ebook, because this would be an excellent reference to have handy in physical form.
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Format: Hardcover Verified Purchase
This book provides an excellent break down on the basics of a brand and the competitive advantage, if well thought through, it can provide any not-for- profit organization. "Brandraising" is a must read for senior executive, board members and those who are in positions of leadership, faced with the challenges of defining a unique and compelling voice in an increasingly competitive category.

I purchased one for each of our NP clients this year.

Ric Riordon, Accounts Director at Riordon Design
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0xa350b084) out of 5 stars 46 reviews
15 of 15 people found the following review helpful
HASH(0xa365a768) out of 5 stars Great guide to strategic branding for nonprofit organizations Dec 13 2009
By B. McEwan - Published on Amazon.com
Format: Hardcover
In Brandraising author Sarah Durham has adapted the core principals of corporate branding to apply specifically to nonprofit organizations and their communication and fund raising efforts. Her topic is particularly timely today, given that nonprofits are finding it increasingly difficult to raise money in the current economic climate.

The key concept here is that a clear strategy and distinctive organization identity must underlie every successful fund raising initiative. And, much like a barn raising on the frontier, the cooperation of everyone in a nonprofit group is required for success. Orchestrated collaboration, according to Durham, is what nonprofit branding is all about, and to highlight this connection she has coined the term "brandraising."

Durham advocates a three-tiered approach to nonprofit branding. Contrary to popular assumptions, branding is far more than an alluring logo or a clever tag line. It starts at the organization level with basic strategy. This is where the leadership takes time to consider the vision of the nonprofit, its mission, values, audiences and objectives. This stage is followed by the identity level, which includes the pieces that are most often associated with branding - the organization's visual identity and messages. The most tactical stage, which Durham calls the experiential level, defines the venues through which an organization interacts with its audiences, or customers. This includes online communication channels such as Facebook, mobile platforms available through smart phones, and traditional print, broadcast and in-person avenues.

Brandraising explains in detail how each of these levels is achieved, as well as how a new organizational identity is launched and maintained. It also acknowledges that some nonprofits will experience challenges associated with limited resources, and suggests ways to address them.

Overall this is a very good handbook that will provide thoughtful readers with a solid understanding of the strategic processes of nonprofit branding and communications. Depending on the resources, talents and inclinations of some organization leaders, it can also serve as a reliable guide to a do-it-yourself branding strategy that makes sense for the nonprofit sector.
7 of 7 people found the following review helpful
HASH(0xa365af90) out of 5 stars Best book for nonprofit branding - actionable and insightful! Aug. 1 2011
By John Haydon - Published on Amazon.com
Format: Hardcover
If you run a nonprofit, you need to buy this book. Period. Brandraising is the smartest book written on branding for causes and organizations

What you'll learn from it is how branding affects every area of your nonprofit - from fundraising, to grants, to volunteering. You'll also learn how to make specific changes in your brand strategy (and how to develop a brand strategy if you don't have one) that will directly impact outcomes and sustainability.
6 of 6 people found the following review helpful
HASH(0xa365ac18) out of 5 stars A must read if you are in marketing for nonprofits! March 9 2010
By Kristine Merz - Published on Amazon.com
Format: Hardcover Verified Purchase
This is a book that is long overdue in the nonprofit sector. Sarah is an expert voice in the nonprofit marketing community and has captured and organized every major concept you need to understand. Even if you are a seasoned pro, you will find this book valuable and if you are looking to gain understanding about the right way to go about marketing communication and Brandraising for a nonprofit, than look no further. You will go back to this book over and over to remind yourself to take the long view and really learn best practices for developing audience-centered marketing communication that will raise awareness, connect with donors and funders, and inspire action. Sarah does a great job at explaining what the core organization levels of marketing are and then connects them to visual identity, messaging, and the forms that communication take online, in print, mobile-you get the picture. So if you want it all in plain simple English and you think that branding does not apply to nonprofits, well get ready to have your eyes opened.
4 of 4 people found the following review helpful
HASH(0xa3657024) out of 5 stars Sound Advice for Nonprofit Leaders Feb. 16 2010
By Jennifer W. Hinman - Published on Amazon.com
Format: Hardcover
This is the book I wish I had written on how nonprofits can manage branding to help their organizations succeed! It should be required reading for all nonprofit professionals, regardless of job title, because it clearly and simply explains the importance of branding. Often a confounding subject for nonprofit leaders to master, the author makes the concept easy to understand and, more importantly, gives practical advice for how to manage a branding process. I have made this required reading for my nonprofit management graduate students, and will recommend it to our clients at Mission Minded as well.
3 of 3 people found the following review helpful
HASH(0xa339d894) out of 5 stars Required reading for non profits March 19 2010
By S. Marshall - Published on Amazon.com
Format: Hardcover
I've been in the advertising and marketing fields for years and now work in development at a non-profit. I am familiar with the concepts Sarah Durham outlines in her book, but she does such a great job explaining them that I found myself turning down pages throughout the book so I could return to specific sections. Very informative and easy to understand. Brandraising does a terrific job demystifying marketing concepts to people in the non-profit world who are skepical of the for-profit world of advertising.