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Breakthrough nonprofit branding : seven principles for power extraordinary results /

By: Daw, Jocelyne S.
Contributor(s): Cone, Carol | Merenda, Kristian Darigan | Erhard, Anne.
Series: Publisher: Hoboken, New Jersey, U.S.A. : Wiley, 2011Description: xix, 316 p. : ill. ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780470286913 (hardback); 9780470286913:; 0470286911 (hardback).Subject(s): Nonprofit organizations | Branding (Marketing) | AdvertisingDDC classification: 658.872
Contents:
Acknowledgements -- Introduction : the new nonprofit imperative -- Chapter 1 : from traditional to breakthrough nonprofit branding -- Chapter 2 : principle one : discover the authentic menaing of your brand -- Chapter 3 : principle two : integrate brand meaning across the organisation -- Chapter 4 : principle three : rally internal brand awareness -- Chapter 5 : principle four : develop 360 [degree] brand communications -- Chapter 6 : principle five : expand your brand by mobilizing an external community -- Chapter 7 : principle six : cultivate partners to extend your brand reach and influence -- Chapter 8: principle seven : leverage your brand for alternative revenue and value -- Conclusion : the breakthrough nonprofit brand journey -- Appendix A : brand journey assessment tool -- Appendix B : snapshot of nonprofit case studies -- Glossary -- Notes -- Bibliography -- About the authors -- AFP code of ethical principles and standards -- A donor bill of rights -- Index.
Summary: "A hands-on guide to help your nonprofit build its brand, raise its profile, strengthen impact and develop deeper relationships with donors, volunteers, and other stakeholders. Breakthrough Nonprofit Branding is about the power a constituency-focused, compelling brand can have to revolutionize an organization and the way people view and support it. Shows how to optimally define what your organization stands for to differieniate, create value and breakthrough. Explains how to build loyal communities inside and outside of your organization to increase social impact. Features seven principles for transforming a brand from ordinary trademark to strategic advantage. Includes case studies of eleven breakthrough nonprofit brands and transferable ideas and practices that nonprofits of any size, scope or experience can implement. Other title by Daw: Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits. A practical road map and essential tool for nonprofit leaders, board members, and volunteers, this book reveals the vital principles you need to know to build and manage your organization's most valuable asset - its brand. In today's highly competitive nonprofit world, building a breakthrough brand is no longer a "nice to do," but the new imperative. Jocelyne Daw, a pioneer and leader in building business and community partnerships has over 25 years of nonprofit leadership experience. Carol Cone, named by PR WEEK as the most powerful and visible figure in the world of cause branding, has been linking companies and causes for over 25 years."--Summary: The first book on brands and branding directly written for the nonprofit sector, Building a Breakthrough Nonprofit Brand explains a brand as an organization's North Star, the guiding principle that underpins the mission and makes it values manifest, not just the way it is presented in marketing communications materials.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.872 DAW (Browse shelf(Opens below)) 1 Available 0091520
Total holds: 0

Includes bibliographical references and index.

Acknowledgements -- Introduction : the new nonprofit imperative -- Chapter 1 : from traditional to breakthrough nonprofit branding -- Chapter 2 : principle one : discover the authentic menaing of your brand -- Chapter 3 : principle two : integrate brand meaning across the organisation -- Chapter 4 : principle three : rally internal brand awareness -- Chapter 5 : principle four : develop 360 [degree] brand communications -- Chapter 6 : principle five : expand your brand by mobilizing an external community -- Chapter 7 : principle six : cultivate partners to extend your brand reach and influence -- Chapter 8: principle seven : leverage your brand for alternative revenue and value -- Conclusion : the breakthrough nonprofit brand journey -- Appendix A : brand journey assessment tool -- Appendix B : snapshot of nonprofit case studies -- Glossary -- Notes -- Bibliography -- About the authors -- AFP code of ethical principles and standards -- A donor bill of rights -- Index.

"A hands-on guide to help your nonprofit build its brand, raise its profile, strengthen impact and develop deeper relationships with donors, volunteers, and other stakeholders. Breakthrough Nonprofit Branding is about the power a constituency-focused, compelling brand can have to revolutionize an organization and the way people view and support it. Shows how to optimally define what your organization stands for to differieniate, create value and breakthrough. Explains how to build loyal communities inside and outside of your organization to increase social impact. Features seven principles for transforming a brand from ordinary trademark to strategic advantage. Includes case studies of eleven breakthrough nonprofit brands and transferable ideas and practices that nonprofits of any size, scope or experience can implement. Other title by Daw: Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits. A practical road map and essential tool for nonprofit leaders, board members, and volunteers, this book reveals the vital principles you need to know to build and manage your organization's most valuable asset - its brand. In today's highly competitive nonprofit world, building a breakthrough brand is no longer a "nice to do," but the new imperative. Jocelyne Daw, a pioneer and leader in building business and community partnerships has over 25 years of nonprofit leadership experience. Carol Cone, named by PR WEEK as the most powerful and visible figure in the world of cause branding, has been linking companies and causes for over 25 years."--

The first book on brands and branding directly written for the nonprofit sector, Building a Breakthrough Nonprofit Brand explains a brand as an organization's North Star, the guiding principle that underpins the mission and makes it values manifest, not just the way it is presented in marketing communications materials.

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