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Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications Hardcover – Dec 21 2009
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"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.See all Product Description
Top Customer Reviews
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.
I purchased one for each of our NP clients this year.
Ric Riordon, Accounts Director at Riordon Design
Most Helpful Customer Reviews on Amazon.com (beta)
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.
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.