The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving

Sold by John Wiley & Sons
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Why commercial-style branding doesn't work for nonprofits—and what does

Taking its cue from for-profit corporations, the nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving. But it hasn't worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies hasn't just failed, but has actually discouraged giving. But why does branding—a well-developed discipline with a history of commercial success—fail when applied to nonprofits? The Money-Raising Nonprofit Brand + Website argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry.

  • Offers a real-world fundraising strategies that work in the nonprofit world
  • Disabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit world
  • 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.

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About the author

JEFF BROOKS, creative director at TrueSense Marketing, has served the nonprofit community for more than 25 years, working as a writer and creative director on behalf of top North American nonprofits, including CARE, St. Jude Children's Research Hospital, World Vision, Feeding America, World Relief, and dozens of urban rescue missions and Salvation Army divisions. He blogs at futurefundraisingnow.com, podcasts at fundraisingisbeautiful.com, and is the author of the popular book The Fundraiser's Guide to Irresistible Communications (2012). He lives in Seattle.

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Additional Information

Publisher
John Wiley & Sons
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Published on
Mar 4, 2014
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Pages
256
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ISBN
9781118583401
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Language
English
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Genres
Business & Economics / General
Business & Economics / Nonprofit Organizations & Charities / General
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Content Protection
This content is DRM protected.
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Available on Android devices
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Are you tired of searching everywhere to find fresh and exciting fundraising ideas for your nonprofit organization? Finally, here is the resource to turbocharge your events! Inside this groundbreaking book you will find 199 fundraising events that have worked for other organizations.

This handy guide is broken into two sections: simple events and complex events. The simple events can be put together quickly with minimal time, supplies, and volunteers. The complex events require more planning and manpower, but will generate more revenue for your organization.

Every event has a quick overview chart so you can see at a glance if the event is a good fit for your group. You will immediately be able to assess the degree of effort required in six major categories: estimated cost, obtaining sponsors and donations, finding a venue, recruiting volunteers, preparing for the event, and executing the event. You will find the events that best meet your financial and social goals and objectives.

Now you can reach your fundraising goals in exciting and original ways. Whether it is for your school, sports team, church, or any other group or nonprofit organization, you will find your next event here.

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Why does it cost nonprofits on average $20 to raise $100, while it costs companies only $4?

Simply put: Nonprofits have no leverage. No one has to make a donation. And since most donors have no direct stake in the organizations they support, they make donations out of the goodness of their hearts. If donors feel like writing a check, they will. If they don't, they won't.

The End of Fundraising turns fundraising on its head, teaching nonprofits how to stop begging for charity and start selling impact.

For the first time, nonprofits have economic power. We live in a new era where consumers, businesses, investors, employees, and service providers attach real economic value to social outcomes. An era where yesterday's "feel good" issues—education, the environment, health care, the arts, and animal rights—now have direct economic consequences and opportunities. Nonprofits now have leverage. To use this leverage, nonprofits must learn how to "sell" their impact to a new set of stakeholders.

Using his fifteen years of experience advising the world's leading nonprofits, foundations, and corporations, Jason Saul reveals the formula for how nonprofits transcend the paradigm of charitable fundraising and reach true financial sustainability. Specifically, this groundbreaking book offers nonprofit professionals a guide to

Understand the role of social change in our economy Capture and communicate impact in simple, compelling terms Identify the new market stakeholders that value nonprofit outcomes Create powerful value propositions to increase leverage Improve the success of a nonprofit's pitches to funders

The End of Fundraising includes the tools needed to effectively frame, market, and sell a nonprofit organization's impact, and contains step-by-step guidance for creating dynamic new opportunities with a variety of funders.

Philanthropist, investor, and technology pioneer Jean Case brings to life the five Be Fearless principles common to the people and organizations that change the world.

This book is a call to action for those seeking to live extraordinary lives and bring about transformational change.

When National Geographic Chairman Jean Case set out to investigate the core qualities of great change makers, past and present, from inventors to revolutionaries, she found five surprising traits all had in common. They weren’t wealth, privilege, or even genius. It was that all of these exceptional men and women chose to make a “big bet,” take bold risks, learn from their failures, reach beyond their bubbles, and let urgency conquer fear.

Throughout Be Fearless, Jean vividly illustrates these principles through storytelling—from her own transformational life experiences, to Jane Goodall’s remarkable breakthroughs in understanding and protecting chimpanzees, to celebrity chef José Andrés’ decision to be a “first responder” and take his kitchen to the sites of devastating hurricanes to feed the hungry, to Bryan Stevenson’s ambitious efforts to end incarceration inequities, and more. She shares new insights to stories you might think you know—like AirBnB’s tale of starting from scratch to transform the hospitality industry, to John F. Kennedy’s history-making moonshot—and gems from changemakers you’ve never heard of.

Weaving together storytelling, practical tips and inspiration, Be Fearless will teach you how to put the five fearless principles to work so that they too can spark the sorts of remarkable breakthroughs that change the world.
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