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

by Jeff Brooks

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.

256 pages, Hardcover

First published January 1, 2014

Reviews

[Amy Spiegel · Rating 5 out of 5]

I'm new to the fundraising world but many that I trust consider this the Bible of fundraising. Entertaining, insightful and heartfelt.

[Cassandra C · Rating 3 out of 5]

An inspiring read for fundraisers, filled with reminders about the fundamentals, best practice, and why we do what we do. It's especially relevant for anyone caught in the push-pull of internal politics. A pleasure to read.