From the Inside Flap
Seven Principles to Power Extraordinary Results
At a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs. They are proactively creating business models that bring their brand to life in the hearts and minds of their stakeholders. Breakthrough Nonprofit Branding demonstrates how a constituency-focused, compelling brand can revolutionize an organization and the way people view and support it.
As practiced in real life, most nonprofits define "branding" as their visual identity produced to aid in awareness and fundraising. However important logos and trademarks are, this limited perspective leaves a significant amount of value on the table. Visionary, mission-driven organizations recognize brand as a bigger canvas for their work. To them, branding is the daily expression of their purpose and a way to communicate their promise to stakeholders. Their brand is their trust marktheir commitment to consistently deliver on who they are, what they stand for, and their unique benefits.
Drawing on their combined seventy plus years of experience in the nonprofit and corporate sectors, the authors studied eleven visionary nonprofits to reveal the seven principles for transforming a brand from ordinary trademark to strategic competitive advantage. The groups profiled reflect a variety of sizes, breadths, regions, and issues. The common thread is that their brand work has resulted in greater social impact and vibrant growth.
Through the use of case studies, Breakthrough Nonprofit Branding reveals how:
A nonprofit put its renewed brand to work to propel its organization forwarddespite inconsistent community support
Renewed brand meaning heightened stakeholder commitment, stabilized an organization's financial position, and empowered it to weather a roiling economy
A small organization's brand campaign resulted in exceptional growth
A re-brand transformed a nonprofit, enabling it to expand from a regional to national footprint
One of the largest nonprofits lost momentum and regained direction through a revitalized brand process
Breakthrough Nonprofit Branding shows you how to create a brand that creates unique value, builds deep relationships, fosters loyal communities, and increases social impact. It offers a practical road 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 the organizations they serve.
From the Back Cover
Praise for Breakthrough Nonprofit Branding
"Nonprofit organizations have to realize they are competing for mindshare not only with other nonprofits, but with for profit corporations as well. The keys to success are in this book, and practical tools and advice will jump off the pages to advance the missions of organizations both large and small."
Cass Wheeler, Strategic Consultant and retired CEO, American Heart Association
"Breakthrough Nonprofit Branding guides nonprofit organizations to think beyond branding as a logo and a tagline and gives them a clear road map for capturing the minds, hearts, and hands of their audiences. This must-read book is filled with examples, checklists, and practical tips that will help large and small nonprofits have greater social impact."
Beth Kanter, Beth's Blog and coauthor of The Networked Nonprofit
"Finally, a book on branding for nonprofits that encompasses a holistic approach! It can help organizations of any size practice 'breakthrough nonprofit branding' to differentiate themselves, gain more supporters and alliances, rally communities, attract strong executives, engage more volunteers, and improve their sustainability. It offers tools and excellent case studies that demonstrate success in the field. The organizations that embrace the authors' seven principles can experience exciting change and growth. So, what are you waiting for?"
Elaine Fogel, President and CMO, Solutions Marketing & Consulting LLC; Chair, American Marketing Association Nonprofit Special Interest Group
"Every organization has a brand and this book clearly, compellingly, and in a very straightforward manner demonstrates how the brand of a nonprofit is crucial to its capacity to grow, to be sustainable, and to fulfill its mission. Branding is demystified and presented in practical and easy to adapt components that will help you maximize your potential and your results. Whether your nonprofit is large or small, local, national, or international, the case studies and examples in Breakthrough Nonprofit Branding ensure it is relevant to every reader."
Andrea McManus, CFRE, President, The Development Group; Chair-Elect, The Association of Fundraising Professionals