The Money-Raising Nonprofit Brand

<b>Why commercial-style branding doesn't work for nonprofits—and what does</b> <p>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? <i>The Money-Raising Nonprofit Brand + Website</i> argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry.</p> <ul> <li>Offers a real-world fundraising strategies that work in the nonprofit world</li> <li>Disabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit world</li> <li>Written by an industry insider with 25 years of experience raising funds for many of the most successful nonprofits in the world</li> </ul> <p>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.</p>