Title Page
by Jeff Brooks
The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving
- Cover
- Title Page
- Copyright
- Acknowledgments
- About the Author
- Introduction: How This Book Can Transform Your Fundraising
- Part One: The Money-Losing Nonprofit Brand: How Branding Often Goes Wrong for Nonprofit Organizations
- Chapter One: How and Why Commercial-Style Branding Can Torpedo Your Organization
- Chapter Two: Branding in the Real World
- Chapter Three: What Branding Work Can Do to Fundraising Revenue
- Chapter Four: We're Being Brandjacked: A Guide to Survival
- Brandjacking Warning Sign 1: The New Brand Is Not Aimed at Your Donors
- Brandjacking Warning Sign 2: The New Brand Requires You to Abandon Your Donors
- Brandjacking Warning Sign 3: The Work Is Not Grounded in Donor Behavior
- Brandjacking Warning Sign 4: The New Brand Describes Your Cause in a Symbolic Way
- Brandjacking Warning Sign 5: The New Brand Requires Absolute Consistency
- Brandjacking Warning Sign 6: The New Brand Is Design—and Little Else
- Chapter Five: Why Branding Matters, and Why It Makes No Difference
- Part Two: Your Call to Action: How Your Cause Connects with Donors and Brings Your Brand into Their Lives
- Part Three: Your Fundraising Icon: The Image that Reminds Donors Why They Give to You
- Part Four: The Donor-Focused Nonprofit: How to Become Your Donors' Favorite Cause
- Chapter Eleven: Leprosy or Hansen's Disease? What Donors Need to Know
- Chapter Twelve: Communicating as if Donors Mattered
- Chapter Thirteen: The Structure of a Donor-Focused Nonprofit
- A Well-Run Nonprofit Is Aligned around Fundraising Goals
- A Well-Run Nonprofit Is Not Run by Committees
- A Well-Run Nonprofit Doesn't Have a Marketing Department
- A Well-Run Nonprofit Has a Plan for Every Donor
- A Well-Run Nonprofit Has Its Donor Data Act Together
- A Well-Run Nonprofit Is Donor Connected
- Chapter Fourteen: The Culture of the Donor-Focused Organization
- Appendix A: The Donor Bill of Rights and the Money-Raising Brand
- Appendix B: Suggested Reading for Fundraisers
- Index
- End User License Agreement
The Money-Raising Nonprofit Brand
Motivating Donors to Give, Give Happily, and Keep on Giving
Jeff Brooks
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