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Summary Table of Contents Author Biography

Praise for Brandraising"Brandraising is a timely, critically important contribution for all nonprofits. With its sage, step-by step guidance, this book should be a dog-eared resource for perceptive chief executives in the sector."Mark Liptonconsultant on nonprofit board strategy and professor of management, Milano: The New School for Management and Urban Policy"If you lead a nonprofit organization and you want to be successful, you better read this book-right now!"Brian Reichcoauthor, Media Rules: Mastering Today's Technology to Connect with an... MORE

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Brandraising	p. 1
What "Brandraising" Means	p. 3
Measuring the Value of Communications	p. 5
In Summary	p. 7
Principles of Effective Communications	p. 9
Seeing the Long View	p. 10
Communicating on Their Terms, Not Yours	p. 19
Doing More with Less	p. 25
In Summary	p. 29
Overview of Brandraising	p. 31
The Organizational Level	p. 31
The Identity Level	p. 32
The Experiential Level	p. 33
Leadership Involvement in Each Level	p. 34
Measuring and Assessing Brandraising's Impact	p. 35
Quantitative and Qualitative Metrics	p. 37
In Summary	p. 39
Brandraising at the Organizational Level	p. 41
What Comes First: Strategic Planning or Brandraising?	p. 42
Vision	p. 42
Mission	p. 44
Values	p. 49
Objectives	p. 52
Audiences	p. 55
Positioning	p. 59
Personality	p. 62
A Foundation for Everyday Activities	p. 66
In Summary	p. 70
Brandraising at the Identity Level	p. 73
The Visual identity	p. 75
The Messaging Platform	p. 88
Sub-Brands	p. 103
Integrating the Identity	p. 104
In Summary	p. 109
Brandraising at the Experiential Level	p. 111
Selecting Audience-Centric Channels	p. 112
Online	p. 120
In Print	p. 132
In Person	p. 137
On Air	p. 143
By Mobile	p. 145
In Summary	p. 148
Implementing Brandraising	p. 151
When You Can't Do it All	p. 152
Relaunching Your Nonprofit's Identity	p. 153
Brandraising After Relaunch	p. 157
Integrating Brandraising into Daily Communications	p. 165
In Summary	p. 169
In Conclusion	p. 170
Acknowledgments	p. 171
About the Author	p. 173
References	p. 175
Index	p. 177
Table of Contents provided by Ingram. All Rights Reserved.

Sarah Durham is the principal of Big Duck, a firm she founded in 1994 that works exclusively with nonprofits to help them raise money and increase their visibility through smart communications. Clients include the Robin Hood Foundation, United Way of New York City, American Jewish World Service, Women's Sports Foundation, Partnership for a Drug-Free America and other regional and national nonprofits. She frequently writes and contributes to articles in nonprofit trade publications. She is a volunteer trainer for the Support Center for Nonprofit Management and a frequent presenter at Association of Fundraising Professionals (AFP) and other nonprofit industry conferences.

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