{"product_id":"brandraising-how-nonprofits-raise-visibility-and-money-through-smart-communications-hardback-9780470527535","title":"Brandraising; How Nonprofits Raise Visibility and Money Through Smart Communications (Hardback) 9780470527535","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eBrandraising\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eHow Nonprofits Raise Visibility and Money Through Smart Communications\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eSarah Durham (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470527535, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 19 January 2010\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e208 pages, Drawings: 17 B\u0026amp;W, 0 Color; Tables: 3 B\u0026amp;W, 0 Color; Exhibits: 7 B\u0026amp;W, 0 Color\u003cbr\u003e21.8 x 14.5 x 2 cm, 0.363 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\"Sarah Durham, author of 2009's \u003ci\u003eBrandraising\u003c\/i\u003e, founded communications firm Big Duck in 1994 to help nonprofits raise money, gain visibility, and make effective use of social media. After 16 years, Big Duck continues to assist organizations from the Cancer Research Institute to the Women's Sports Foundation in building strong relationships with key constituents both online and off.\" (\u003ci\u003eFast Company\u003c\/i\u003e, March 23, 2010)\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eIn the current economic climate, nonprofits need to focus on ways to stand out from the crowd, win charitable dollars, and survive the downturn. Effective, mission-focused communications can help organizations build strong identities, heightened reputations, and increased fundraising capability. \u003ci\u003eBrandraising\u003c\/i\u003e outlines a mission-driven approach to communications and marketing, specifically designed to boost fundraising efforts. This book provides tools and guidance for nonprofits seeking to transform their communications and marketing through smart positioning, branding, campaigns, and materials that leverage solid strategy and great creative, with a unique focus on the intersection of communications and fundraising.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003e1 Brandraising 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat “Brandraising” Means 3\u003c\/p\u003e \u003cp\u003eMeasuring the Value of Communications 5\u003c\/p\u003e \u003cp\u003eIn Summary 7\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Principles of Effective Communications 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSeeing the Long View 10\u003c\/p\u003e \u003cp\u003eCommunicating on Their Terms, Not Yours 19\u003c\/p\u003e \u003cp\u003eDoing More with Less 25\u003c\/p\u003e \u003cp\u003eIn Summary 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Overview of Brandraising 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Organizational Level 31\u003c\/p\u003e \u003cp\u003eThe Identity Level 32\u003c\/p\u003e \u003cp\u003eThe Experiential Level 33\u003c\/p\u003e \u003cp\u003eLeadership Involvement in Each Level 34\u003c\/p\u003e \u003cp\u003eMeasuring and Assessing Brandraising’s Impact 35\u003c\/p\u003e \u003cp\u003eQuantitative and Qualitative Metrics 37\u003c\/p\u003e \u003cp\u003eIn Summary 39\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Brandraising at the Organizational Level 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Comes First: Strategic Planning or Brandraising? 42\u003c\/p\u003e \u003cp\u003eVision 42\u003c\/p\u003e \u003cp\u003eMission 44\u003c\/p\u003e \u003cp\u003eValues 49\u003c\/p\u003e \u003cp\u003eObjectives 52\u003c\/p\u003e \u003cp\u003eAudiences 55\u003c\/p\u003e \u003cp\u003ePositioning 59\u003c\/p\u003e \u003cp\u003ePersonality 62\u003c\/p\u003e \u003cp\u003eA Foundation for Everyday Activities 66\u003c\/p\u003e \u003cp\u003eIn Summary 70\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Brandraising at the Identity Level 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Visual Identity 75\u003c\/p\u003e \u003cp\u003eThe Messaging Platform 88\u003c\/p\u003e \u003cp\u003eSub-Brands 103\u003c\/p\u003e \u003cp\u003eIntegrating the Identity 104\u003c\/p\u003e \u003cp\u003eIn Summary 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Brandraising at the Experiential Level 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSelecting Audience-Centric Channels 112\u003c\/p\u003e \u003cp\u003eOnline 120\u003c\/p\u003e \u003cp\u003eIn Print 132\u003c\/p\u003e \u003cp\u003eIn Person 137\u003c\/p\u003e \u003cp\u003eOn Air 143\u003c\/p\u003e \u003cp\u003eBy Mobile 145\u003c\/p\u003e \u003cp\u003eIn Summary 148\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Implementing Brandraising 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhen You Can’t Do It All 152\u003c\/p\u003e \u003cp\u003eRelaunching Your Nonprofit’s Identity 153\u003c\/p\u003e \u003cp\u003eBrandraising After Relaunch 157\u003c\/p\u003e \u003cp\u003eIntegrating Brandraising into Daily Communications 165\u003c\/p\u003e \u003cp\u003eIn Summary 169\u003c\/p\u003e \u003cp\u003eIn Conclusion 170\u003c\/p\u003e \u003cp\u003eAcknowledgments 171\u003c\/p\u003e \u003cp\u003eAbout the Author 173\u003c\/p\u003e \u003cp\u003eReferences 175\u003c\/p\u003e \u003cp\u003eIndex 177\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Jossey-Bass","offers":[{"title":"Brand New","offer_id":52174486110488,"sku":"9780470527535","price":29.58,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470527535.jpg?v=1781174436","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/brandraising-how-nonprofits-raise-visibility-and-money-through-smart-communications-hardback-9780470527535","provider":"Freshly Printed Books","version":"1.0","type":"link"}