Why commercial-style branding doesn''t work for nonprofits—and what does

Taking 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.