Why commercial-style branding doesn’t work for nonprofits–and what does
The nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving. It hasn’t worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies haven’t just failed, but have actually discouraged giving. Why does branding–a well-developed discipline with a history of commercial success–fail when applied to nonprofits? The Money-Raising Nonprofit Brand argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry.
- Offers real-world branding strategies that work in the nonprofit world –and improve fundraising results
- Disabuses readers of the dangerous notion that commercial-style marketing will improve nonprofit bottom lines.
- Written by an industry insider with 25 years of experience raising funds for many of the most successful nonprofits in the world
Nonprofit fundraising is a fundamentally different world–financially, emotionally, and practically–than commercial marketing. Here, the author explains why commercial marketing strategies don’t work and provides practical, experience-based alternatives that do.