MARC Record from Library of Congress

LEADER: 02931cam a2200421 i 4500
001 2014009117
003 DLC
005 20150213083457.0
006 m |o d |
007 cr_|||||||||||
008 140305s2014 nju ob 001 0 eng
010 $a 2014009117
020 $a9781118583401 (epub)
020 $a9781118583395 (pdf)
020 $z9781118583425 (hardback)
040 $aDLC$beng$erda$cDLC$dDLC
042 $apcc
050 00 $aHV41.2
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 $aHoboken, New Jersey :$bWiley,$c[2014]
300 $a1 online resource.
336 $atext$2rdacontent
337 $acomputer$2rdamedia
338 $aonline resource$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.
588 $aDescription based on print version record and CIP data provided by publisher.
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 $iPrint version:$aBrooks, Jeff, 1961-$tMoney-raising nonprofit brand$dHoboken, New Jersey : John Wiley and Sons, Inc., [2014]$z9781118583425$w(DLC) 2014005825
856 40 $3Cover image$uhttp://catalogimages.wiley.com/images/db/jimages/9781118583425.jpg