The money-raising nonprofit brand : motivating donors to give, give happily, and keep on giving /
"Taking its cue from for-profit corporations, the nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving -- but it hasn't worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit...
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| Format: | eBook |
| Language: | English |
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Hoboken, New Jersey :
John Wiley and Sons, Inc.,
[2014]
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| Series: | Wiley nonprofit authority series.
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| Online Access: | Connect to the full text of this electronic book |
| Summary: | "Taking its cue from for-profit corporations, the nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving -- but it hasn't worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies haven't just failed, but have actually discouraged giving, [and] offers real-world fundraising strategies that work in the nonprofit world, while disabusing readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit world."-- Provided by publisher. |
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| Item Description: | Electronic resource. |
| Physical Description: | 1 online resource (xx, 228 pages) : illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781118583395 (electronic bk.) 1118583396 (electronic bk.) |