MARC Record from Library of Congress

LEADER: 02733cam a2200361 i 4500
001 2014005825
003 DLC
005 20141203083357.0
008 140303s2014 nju b 001 0 eng
010 $a 2014005825
020 $a9781118583425 (hardback)
040 $aDLC$beng$cDLC$erda
042 $apcc
050 00 $aHV41.2$b.B763 2014
082 00 $a658.15/224$223
084 $aBUS074000$2bisacsh
100 1 $aBrooks, Jeff,$d1961-
245 14 $aThe money-raising nonprofit brand :$bmotivating donors to give, give happily, and keep on giving /$cJeff Brooks.
264 1 $aHoboken, New Jersey :$bJohn Wiley and Sons, Inc.,$c[2014]
300 $axvii, 228 pages ;$c24 cm.
336 $atext$2rdacontent
337 $aunmediated$2rdamedia
338 $avolume$2rdacarrier
490 0 $aWiley nonprofit authority
520 $a"Why commercial-style branding doesn't work for nonprofits--and what doesTaking its cue from for-profit corporations, the nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving. But it hasn't worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies hasn't just failed, but has actually discouraged giving. But why does branding--a well-developed discipline with a history of commercial success--fail when applied to nonprofits? The Money-Raising Nonprofit Brand + Website argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry. Offers a real-world fundraising strategies that work in the nonprofit world Disabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit world Written by an industry insider with 25 years of experience raising funds for many of the most successful nonprofits in the world Nonprofit fundraising is a fundamentally different world--financially, emotionally, and practically--than commercial marketing. Here, the author explains why commercial marketing strategies don't work and provides practical, experience-based alternatives that do"--$cProvided by publisher.
504 $aIncludes bibliographical references and index.
650 0 $aFund raising.
650 0 $aNonprofit organizations$xMarketing.
650 0 $aNonprofit organizations$xManagement.
650 0 $aBranding (Marketing)
650 7 $aBUSINESS & ECONOMICS / Nonprofit Organizations & Charities.$2bisacsh
776 08 $iOnline version:$aBrooks, Jeff, 1961-$tMoney-raising nonprofit brand$dHoboken, New Jersey : John Wiley and Sons, Inc., [2014]$z9781118583395$w(DLC) 2014009117
856 42 $3Cover image$uhttp://catalogimages.wiley.com/images/db/jimages/9781118583425.jpg