From the Inside Flap
Seven Principles to Power Extraordinary Results
At a time of intense competition, low barrier to entry, andlightning-quick brand recognition, leading nonprofits are buildingmore value-rich branding programs. They are proactively creatingbusiness models that bring their brand to life in the hearts andminds of their stakeholders. Breakthrough Nonprofit Brandingdemonstrates how a constituency-focused, compelling brand canrevolutionize an organization and the way people view and supportit.
As practiced in real life, most nonprofits define "branding" astheir visual identity produced to aid in awareness and fundraising.However important logos and trademarks are, this limitedperspective leaves a significant amount of value on the table.Visionary, mission-driven organizations recognize brand as a biggercanvas for their work. To them, branding is the daily expression oftheir purpose and a way to communicate their promise tostakeholders. Their brand is their trust marktheir commitmentto consistently deliver on who they are, what they stand for, andtheir unique benefits.
Drawing on their combined seventy plus years of experience inthe nonprofit and corporate sectors, the authors studied elevenvisionary nonprofits to reveal the seven principles fortransforming a brand from ordinary trademark to strategiccompetitive advantage. The groups profiled reflect a variety ofsizes, breadths, regions, and issues. The common thread is thattheir brand work has resulted in greater social impact and vibrantgrowth.
Through the use of case studies, Breakthrough Nonprofit Brandingreveals how:
A nonprofit put its renewed brand to work to propel itsorganization forwarddespite inconsistent communitysupport
Renewed brand meaning heightened stakeholder commitment,stabilized an organization's financial position, and empowered itto weather a roiling economy
A small organization's brand campaign resulted in exceptionalgrowth
A re-brand transformed a nonprofit, enabling it to expand from aregional to national footprint
One of the largest nonprofits lost momentum and regaineddirection through a revitalized brand process
Breakthrough Nonprofit Branding shows you how to create a brandthat creates unique value, builds deep relationships, fosters loyalcommunities, and increases social impact. It offers a practicalroad map and essential tool for nonprofit leaders, board members,and volunteers, as well as communications professionals,development consultants, marketing agencies, academics, students,and all those interested in catalyzing dynamic results for theorganizations they serve.
From the Back Cover
Praise for Breakthrough Nonprofit Branding
"Nonprofit organizations have to realize they are competing formindshare not only with other nonprofits, but with for profitcorporations as well. The keys to success are in this book, andpractical tools and advice will jump off the pages to advance themissions of organizations both large and small."
Cass Wheeler, Strategic Consultant and retired CEO, AmericanHeart Association
"Breakthrough Nonprofit Branding guides nonprofit organizationsto think beyond branding as a logo and a tagline and gives them aclear road map for capturing the minds, hearts, and hands of theiraudiences. This must-read book is filled with examples, checklists,and practical tips that will help large and small nonprofits havegreater social impact."
Beth Kanter, Beth's Blog and coauthor of The NetworkedNonprofit
"Finally, a book on branding for nonprofits that encompasses aholistic approach! It can help organizations of any size practice'breakthrough nonprofit branding' to differentiate themselves, gainmore supporters and alliances, rally communities, attract strongexecutives, engage more volunteers, and improve theirsustainability. It offers tools and excellent case studies thatdemonstrate success in the field. The organizations that embracethe authors' seven principles can experience exciting change andgrowth. So, what are you waiting for?"
Elaine Fogel, President and CMO, Solutions Marketing &Consulting LLC; Chair, American Marketing Association NonprofitSpecial Interest Group
"Every organization has a brand and this book clearly,compellingly, and in a very straightforward manner demonstrates howthe brand of a nonprofit is crucial to its capacity to grow, to besustainable, and to fulfill its mission. Branding is demystifiedand presented in practical and easy to adapt components that willhelp you maximize your potential and your results. Whether yournonprofit is large or small, local, national, or international, thecase studies and examples in Breakthrough Nonprofit Branding ensureit is relevant to every reader."
Andrea McManus, CFRE, President, The Development Group;Chair-Elect, The Association of Fundraising Professionals