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Breakthrough NONPROFIT BRANDING At a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs. They are proactively creating business models that bring their brand to life in the hearts and minds of their stakeholders. Breakthrough Nonprofit Branding demonstrates how a constituency-focused, compelling brand can revolutionize an organization and the way people view and support it. As practiced in real life, most nonprofits define “branding” as their visual identity produced to aid in awareness and fundraising. However important logos and trademarks are, this limited perspective leaves a significant amount of value on the table. Visionary, mission-driven organizations recognize brand as a bigger canvas for their work. To them, branding is the daily expression of their purpose and a way to communicate their promise to stakeholders. Their brand is their trust mark—their commitment to consistently deliver on who they are, what they stand for, and their unique benefits. Drawing on their combined seventy plus years of experience in the nonprofit and corporate sectors, the authors studied eleven visionary nonprofits to reveal the seven principles for transforming a brand from ordinary trademark to strategic competitive advantage. The groups profiled reflect a variety of sizes, breadths, regions, and issues. The common thread is that their brand work has resulted in greater social impact and vibrant growth. Through the use of case studies, Breakthrough Nonprofit Branding reveals how: A nonprofit put its renewed brand to work to propel its organization forward—despite inconsistent community support Renewed brand meaning heightened stakeholder commitment, stabilized an organization’s financial position, and empowered it to weather a roiling economy A small organization’s brand campaign resulted in exceptional growth A re-brand transformed a nonprofit, enabling it to expand from a regional to national footprint One of the largest nonprofits lost momentum and regained direction through a revitalized brand process Breakthrough Nonprofit Branding shows you how to create a brand that creates unique value, builds deep relationships, fosters loyal communities, and increases social impact. It offers a practical road map and essential tool for nonprofit leaders, board members, and volunteers, as well as communications professionals, development consultants, marketing agencies, academics, students, and all those interested in catalyzing dynamic results for the organizations they serve.
"Marketing for Nonprofit Organizations: Insights and Innovations (second edition) is a comprehensive overview of the marketing process specifically for nonprofit and social impact organizations. This book covers important topics to non-profit professionals: branding, target audience selection, strategy, promotional tactics, including social media and evaluation. Insights are based primarily on academic research that has been published and now translated into usable information for professionals. Innovations highlights organizations who are doing things a different way and topics that are relatively new the field. The second edition includes many updated examples as well as new information on several topics such as social enterprise, design thinking, collective impact and narratives in nonprofits. Readers will find an organized, easy to read overview of the important considerations for marketing for new and established non-profit organizations and foundations"--
Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships. The results are nonprofit brands that create organizational cohesion and generate trust in order to build capacity and drive social impact. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands.
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.
Is your small business or non-profit having trouble standing out in today's crowded and competitive markets? In your efforts to look legitimate, you're likely promoting your brand with promises, words and images that blend in instead of break through. The solution? Find your TWIST. In this book, Julie Cottineau, former VP of Brand for Virgin, founder of Brand School and a global authority on impactful and effective branding, shares her unique TWIST approach which helps businesses remove their brand blinders and look outside of their categories for actionable insights that build stronger brands and better business results. She uses easy to follow examples of actual small businesses that have successfully applied her methodology. Don't waste another minute on "me-too" marketing until you read this book and build your own TWIST.
Create powerful strategies for your nonprofit organization to achieve breakthrough performance in mission impact Does your nonprofit have a reliable way of knowing the impact its making? Beginning with an eye-opening discussion of what strategy is, Mission Impact: A Breakthrough Strategy for Nonprofits reveals how the process of strategy development should be designed with authoritative coverage of mission impact, vision, five year strategic stretch goals, strategy implementation, and management. Step-by-step guidance and practical tools Integrates the very best current thinking on performance and strategy available, drawing from both the corporate and nonprofit worlds Cutting-edge ideas presented in a user-friendly fashion The deteriorating quality of life in our communities screams out for immediate action – for breakthrough improvement, not just incremental changes. Mission Impact: A Breakthrough Strategy for Nonprofits will lead you and your organization to achieve breakthrough performance for maximum mission impact. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.
Does your brand strategy make sense? If you ask 10 people in your organization, how many different answers would you get??* Can everyone in your organization explain how all the pieces (programs and services) fit together??* Do you feel like you’re the best kept secret in town? * Have you been debating a name change for years? * If you put all of your collateral on a table, would it look like it came from the same place? Is it consistent with the look and feel of your web site??* Do you have brand guidelines that are consistently used by everyone creating communications? If your answers leave you less than confident that your stakeholders completely understand who you are and what you stand for, Building Your Brand: A Practical Guide for Non-Profit Organizations can help. This practical, user-friendly guide is specifically designed to help senior leaders and marketing staff build and maintain a strong, accurate brand. . .to have the ""right"" reputation with the people who matter most to your success. Starting at the very beginning (Why does a strong brand matter?), Michele Levy draws on her experience with scores of nonprofit (and for profit) organizations to help nonprofit leaders understand how to sort through all the information at their disposal and arrive at the most powerful expression of their own brand.
From a leader in nonprofit marketing, a hands-on guide to the best practices in doing marketing for your organization. In today's challenging economic climate, every nonprofit organization needs an organization-wide commitment to a comprehensive marketing strategy that increases awareness and support. Nonprofit Marketing Best Practices teaches proven marketing techniques that can help your nonprofit stand out among the growing number of organization competing for funding, programs, and volunteers. Introducing services marketing as the foundation for nonprofit marketing planning, this essential handbook addresses vital issues including: * How to market intangibles * Defining services and service products * The unique characteristics of service products * The marketing-related needs and wants of nonprofits * Best practices marketing strategies and tactics * Marketing successes, marketing failures, and company demographics Nonprofit leader John Burnett shares everything he's learned during more than three decades managing and consulting nonprofits of every shape and size. Steering clear of business school jargon, Nonprofit Marketing Best Practices provides the advice and tools you need to understand the challenging environment of nonprofit marketing and the most effective ways to achieve maximum marketing success for your organization. Filled with winning marketing concepts, Nonprofit Marketing Best Practices follows an accessible format that actually instructs readers on how to put strategies into effect for their organization. Written for every nonprofit organization, large or small, this must-have book equips you with the best practices in nonprofit marketing-what to do, what not to do, and how to do it better.
Grow your nonprofit with tried and tested online and offline marketing techniques In the newly revised second edition of The Nonprofit Marketing Guide, CEO and founder of Nonprofit Marketing Guide LLC, Kivi Leroux Miller, delivers a step-by-step walkthrough of how to create an online and offline marketing program that will grow and scale with your organization. Written with the benefit of the author’s ten years of survey data from thousands of nonprofits and experience coaching hundreds of communications pros on nonprofit marketing, the book offers practical and cost-effective strategies you can implement immediately. You’ll discover: How to create realistic marketing strategies and communications plans for nonprofits of any size How to build and engage of community of supporters around your organization How to create and deliver powerful messaging that inspires action Bonus templates and worksheets in an online workbook for readers Whether you have any marketing or communications experience of not, The Nonprofit Marketing Guide will also earn a place in the libraries of all stakeholders in nonprofits who seek ways to help their organization grow organically.