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Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications Hardcover – December 21, 2009

ISBN-13: 978-0470527535 ISBN-10: 0470527536 Edition: 1st

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Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications + The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause + Social Media for Social Good: A How-to Guide for Nonprofits
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Product Details

  • Hardcover: 208 pages
  • Publisher: Jossey-Bass; 1 edition (December 21, 2009)
  • Language: English
  • ISBN-10: 0470527536
  • ISBN-13: 978-0470527535
  • Product Dimensions: 5.9 x 0.8 x 8.8 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (39 customer reviews)
  • Amazon Best Sellers Rank: #113,065 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Sarah Durham, author of 2009's Brandraising, founded communications firm Big Duck in 1994 to help nonprofits raise money, gain visibility, and make effective use of social media. After 16 years, Big Duck continues to assist organizations from the Cancer Research Institute to the Women's Sports Foundation in building strong relationships with key constituents both online and off." (Fast Company, March 23, 2010)

From the Inside Flap

Brandraising

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.


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Customer Reviews

Highly recommend this book to any nonprofit to help with their branding efforts!
TFEC
Brandraising has been a vital guide as I've built a forward-looking communications strategy that has resulted in significant new funding for our programs.
Louisa Benton
Sarah Durham organizes the steps to evolve your nonprofit brand into an easy to understand format.
TheoMN

Most Helpful Customer Reviews

14 of 14 people found the following review helpful By B. McEwan VINE VOICE on December 13, 2009
Format: Hardcover
In Brandraising author Sarah Durham has adapted the core principals of corporate branding to apply specifically to nonprofit organizations and their communication and fund raising efforts. Her topic is particularly timely today, given that nonprofits are finding it increasingly difficult to raise money in the current economic climate.

The key concept here is that a clear strategy and distinctive organization identity must underlie every successful fund raising initiative. And, much like a barn raising on the frontier, the cooperation of everyone in a nonprofit group is required for success. Orchestrated collaboration, according to Durham, is what nonprofit branding is all about, and to highlight this connection she has coined the term "brandraising."

Durham advocates a three-tiered approach to nonprofit branding. Contrary to popular assumptions, branding is far more than an alluring logo or a clever tag line. It starts at the organization level with basic strategy. This is where the leadership takes time to consider the vision of the nonprofit, its mission, values, audiences and objectives. This stage is followed by the identity level, which includes the pieces that are most often associated with branding - the organization's visual identity and messages. The most tactical stage, which Durham calls the experiential level, defines the venues through which an organization interacts with its audiences, or customers. This includes online communication channels such as Facebook, mobile platforms available through smart phones, and traditional print, broadcast and in-person avenues.

Brandraising explains in detail how each of these levels is achieved, as well as how a new organizational identity is launched and maintained.
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5 of 5 people found the following review helpful By Kristine Merz on March 9, 2010
Format: Hardcover Verified Purchase
This is a book that is long overdue in the nonprofit sector. Sarah is an expert voice in the nonprofit marketing community and has captured and organized every major concept you need to understand. Even if you are a seasoned pro, you will find this book valuable and if you are looking to gain understanding about the right way to go about marketing communication and Brandraising for a nonprofit, than look no further. You will go back to this book over and over to remind yourself to take the long view and really learn best practices for developing audience-centered marketing communication that will raise awareness, connect with donors and funders, and inspire action. Sarah does a great job at explaining what the core organization levels of marketing are and then connects them to visual identity, messaging, and the forms that communication take online, in print, mobile-you get the picture. So if you want it all in plain simple English and you think that branding does not apply to nonprofits, well get ready to have your eyes opened.
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5 of 5 people found the following review helpful By John Haydon on August 1, 2011
Format: Hardcover
If you run a nonprofit, you need to buy this book. Period. Brandraising is the smartest book written on branding for causes and organizations

What you'll learn from it is how branding affects every area of your nonprofit - from fundraising, to grants, to volunteering. You'll also learn how to make specific changes in your brand strategy (and how to develop a brand strategy if you don't have one) that will directly impact outcomes and sustainability.
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4 of 4 people found the following review helpful By Jennifer W. Hinman on February 16, 2010
Format: Hardcover
This is the book I wish I had written on how nonprofits can manage branding to help their organizations succeed! It should be required reading for all nonprofit professionals, regardless of job title, because it clearly and simply explains the importance of branding. Often a confounding subject for nonprofit leaders to master, the author makes the concept easy to understand and, more importantly, gives practical advice for how to manage a branding process. I have made this required reading for my nonprofit management graduate students, and will recommend it to our clients at Mission Minded as well.
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3 of 3 people found the following review helpful By S. Marshall on March 19, 2010
Format: Hardcover
I've been in the advertising and marketing fields for years and now work in development at a non-profit. I am familiar with the concepts Sarah Durham outlines in her book, but she does such a great job explaining them that I found myself turning down pages throughout the book so I could return to specific sections. Very informative and easy to understand. Brandraising does a terrific job demystifying marketing concepts to people in the non-profit world who are skepical of the for-profit world of advertising.
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3 of 3 people found the following review helpful By Alice Longworth on July 30, 2012
Format: Hardcover Verified Purchase
Required reading for anyone interested in, or responsible for, nonprofit communications. Sarah clearly and concisely explains and illustrates, with vivid metaphor and precise example, the process and principles behind successful, well-considered communications. "Brandraising" provided me with a conceptual framework and a helping hand in articulating best practice to others.
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2 of 2 people found the following review helpful By Michael Bean on April 16, 2010
Format: Hardcover
I run a design agency and bought this book to give to a client. I was impressed that Brandraising works as both a primer for the novice and a refresher for the expert. Clear sign-posting with subheadings and a comprehensive index makes this a valuable reference book too, especially for those charged with day-to-day communications work in non-profit organisations.

Durham presents a robust brand model that is interesting to the professional yet accessible to the lay-person. Other writers on the subject seem speak to the converted with too much technical language, or dumb-down the ideas somewhat. This book avoids both mistakes. Excellent use of diagrams helps the reader orientate themselves with the big picture every step of the way.

This book is essential reading for any one involved in marketing or development in the non-profit sector.
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