Brandraising: How Nonprofits Raise Visibility and Money Through Smart CommunicationsISBN: 978-0-470-52753-5
Hardcover
208 pages
December 2009, Jossey-Bass
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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What "Brandraising" Means.
Measuring the Value of Communications.
In Summary.
2 PRINCIPLES OF EFFECTIVE COMMUNICATIONS.
Seeing the Long View.
Communicating on Their Terms, Not Yours.
Doing More with Less.
In Summary.
3 OVERVIEW OF BRANDRAISING.
The Organizational Level.
The Identity Level.
The Experiential Level.
Leadership Involvement in Each Level.
Measuring and Assessing Brandraising's Impact.
Quantitative and Qualitative Metrics.
In Summary.
4 BRANDRAISING AT THE ORGANIZATIONAL LEVEL.
What Comes First: Strategic Planning or Brandraising?
Vision.
Mission.
Values.
Objectives.
Audiences.
Positioning.
Personality.
A Foundation for Everyday Activities.
In Summary.
5 BRANDRAISING AT THE IDENTITY LEVEL.
The Visual Identity.
The Messaging Platform.
Sub-Brands.
Integrating the Identity.
In Summary.
6 BRANDRAISING AT THE EXPERIENTIAL LEVEL.
Selecting Audience-Centric Channels.
Online.
In Print.
In Person.
On Air.
By Mobile.
In Summary.
7 IMPLEMENTING BRANDRAISING.
When You Can't Do It All.
Relaunching Your Nonprofit's Identity.
Brandraising After Relaunch.
Integrating Brandraising into Daily Communications.
In Summary.
In Conclusion.
Acknowledgments.
About the Author.
References.
Index.
Related Titles
Fundraising & Grantsmanship
Read an Excerpt
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