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Informationen zum Autor THE AUTHOR Sarah Durham is the principal of Big Duck, a firm she founded in 1994 that works exclusively with nonprofits to help them raise money and increase their visibility through smart communications. Clients include the Robin Hood Foundation, United Way of New York City, American Jewish World Service, Women's Sports Foundation, Partnership for a Drug-Free America and other regional and national nonprofits. She frequently writes and contributes to articles in nonprofit trade publications. She is a volunteer trainer for the Support Center for Nonprofit Management and a frequent presenter at Association of Fundraising Professionals (AFP) and other nonprofit industry conferences. Klappentext In today's uncertain marketplace, every nonprofit organization faces the same core challenge: how to demonstrate value and win charitable dollars with limited staff, budget, and communications experience. Brandraising offers nonprofit leaders a proven approach to fundraising that puts the focus on marketing, branding, and communications. In this vital resource, Sarah Durham--an acclaimed nonprofit communications expert--reveals the importance of an integrated marketing and fundraising plan based on a foundation of clear mission and relevant strategy. She offers detailed, practical guidance for building a recognizable and meaningful brand, and developing a comprehensive, multi-level communications strategy. Brandraising is a holistic approach to communications that involves everyone within the organization--board, staff leadership, volunteers, program staff and in some cases funders and donors. Readers will learn how to coordinate every aspect of their branding and communications efforts, from start to finish. Durham shows how to boost fundraising, programs and advocacy efforts by ARTICULATING AN ORGANIZATIONAL PROFILE: vision, mission, values, objectives, position, personality DEVELOPING A SOLID IDENTITY: visual platform, messaging platform CONDUCTING SMART OUTREACH: online, print, in person, on air, mobile MOVING BEYOND BRANDRAISING: measuring communications impact on programs, fundraising and advocacy, and sustaining successful communications as change occurs The Brandraising method enables nonprofits to raise more money, reach a wider program audience, and maintain closer contact with legislators, the media, and the community. Zusammenfassung In 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. Inhaltsverzeichnis 1 Brandraising 1 What "Brandraising" Means 3 Measuring the Value of Communications 5 In Summary 7 2 Principles of Effective Communications 9 Seeing the Long View 10 Communicating on Their Terms, Not Yours 19 Doing More with Less 25 In Summary 29 3 Overview of Brandraising 31 The Organizational Level 31 The Identity Level 32 The Experiential Level 33 Leadership Involvement in Each Level 34 Measuring and Assessing Brandraising's Impact 35 Quantitative and Qualitative Metrics 37 In Summary 39 4 Brandraising at the Organizational Level 41 What Comes First: Strategic Planning or Brandraising? 42 Vision 42 Mission 44 Values 49 Objectives 52 Audiences 55 Positioning 59 Personality 62 A Foundation for Everyday Activities 66 In Summary 70 5 Brandraising at the Identity Level 73 The Visual Identity 75 The Messaging Platform 88 Sub-Brands 103 Integrating the Identity 104 In Sum...
