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Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications

Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications
Author: Sarah Durham
ISBN 13: 9780470527535
ISBN 10: 470527536
Edition: 1
Publisher: Jossey-Bass
Publication Date: 2009-12-21
Format: Hardcover
Pages: 208
List Price: $46.00


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.