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Why commercial-style branding doesn't work for nonprofits--and what doesThe nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving. It hasn't worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies haven't just failed, but have actually discouraged giving. Why does branding--a well-developed discipline with a history of commercial success--fail when applied to nonprofits? The Money-Raising Nonprofit Brand argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry.Offers real-world branding strategies that work in the nonprofit world --and improve fundraising resultsDisabuses readers of the dangerous notion that commercial-style marketing will improve nonprofit bottom lines.
