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- Retrait gratuit dans votre magasin Club
- 7.000.000 titres dans notre catalogue
- Payer en toute sécurité
- Toujours un magasin près de chez vous
The Money-Raising Nonprofit Brand
Motivating Donors to Give, Give Happily, and Keep on Giving
Jeff Brooks
59,45 €
+ 118 points
Description
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.
Spécifications
Parties prenantes
- Auteur(s) :
- Editeur:
Contenu
- Nombre de pages :
- 256
- Langue:
- Anglais
- Collection :
Caractéristiques
- EAN:
- 9781118583425
- Date de parution :
- 17-03-14
- Format:
- Livre relié
- Format numérique:
- Ongenaaid / garenloos gebonden
- Dimensions :
- 160 mm x 231 mm
- Poids :
- 476 g
