See what’s in the new book on nonprofit branding

The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving

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Want to know if this book is for you? Here’s the book’s complete table of contents, along with just a sample of what’s in each chapter.

PART I: The Money-Losing Nonprofit Brand

How Branding Often Goes Wrong for Nonprofit Organizations

Chapter 1. How and Why Commercial-Style Branding Can Torpedo Your Organization

It doesn’t matter how well-built your brand platform is if it’s designed for people who aren’t ready to climb up onto it with you.

Chapter 2. Branding in the Real World

When we fail to connect with donors, what happens? They just ignore us.

Chapter 3. What Branding Work Can Do to Fundraising Revenue

Seasoned direct-response pros will tell you that design is not where the leverage is. What you say matters much more than how you look while saying it.

Chapter 4. We’re Being Brandjacked: A Guide to Survival

One of the most important secrets to success in fundraising: Effective fundraising always makes you at least slightly uncomfortable.

Chapter 5. Why Branding Matters, and Why It Makes No Difference

Branding is funny. In one sense, it makes all the difference in the world. In another, it makes almost none.

PART II: Your Call to Action

How Your Cause Connects with Donors and Brings Your Brand into Their Lives

Chapter 6. The Seven Elements of a Fundraising Offer

Your donors need to see and believe there’s a solution. But a solution without a problem is decaf coffee at six in the morning.

Chapter 7. Your Fundraising Offer from the Inside Out

Don’t let your offer be too big, too philosophical, too much about process, or too far from the experience of nonexperts.

Chapter 8. Great Fundraising Offers in the Real World

Any time you can connect your donor’s desire to make the world a better place with real-life activities your organization does—you have a fundraising offer.

PART III: Your Fundraising Icon

The Image That Reminds Donors Why They Give to You

Chapter 9. The Visual Foundation of Your Brand

A good fundraising icon is memorable and recognizable. When a viewer sees it, she knows what your message is “about.”

Chapter 10. How to Find and Refine Your Fundraising Icon

Qualitative research will lead you astray. It’s not possible for survey respondents or focus group participants to tell you what you need to know.

PART IV: The Donor-Focused Nonprofit

How to Become Your Donors’ Favorite Cause

Chapter 11. Leprosy or Hansen’s Disease? What Donors Need to Know

When nonprofit professionals mandate “professional” ways of describing their issues, they make a choice: to motivate fewer donors, raise less revenue, and do less good.

Chapter 12. Communicating As If Donors Mattered

If your donors give you money, but they never find out what happened with that money—you have created a disconnect.

Chapter 13. The Structure of a Donor-Focused Nonprofit

If you write weak, uncompelling fundraising copy, the damage is temporary. If you screw up your donor data, you can sink the ship.

Chapter 14. The Culture of the Donor-Focused Organization

A state of alignment with donors is one of the most important qualities of a donor-focused organization. It’s the secret weapon of a money-raising nonprofit brand.

You can also check out the book at Amazon, with the “look inside” feature.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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