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The money-raising nonprofit brand :motivating donors to give, give happily, and keep on giving /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	The money-raising nonprofit brand :/ Jeff Brooks.
其他題名:	motivating donors to give, give happily, and keep on giving /
作者:	Brooks, Jeff,
出版者:	Hoboken, New Jersey :John Wiley and Sons,c2014.
面頁冊數:	xvii, 228 p. :ill. ;24 cm.
標題:	Fund raising. -
電子資源:	http://catalogimages.wiley.com/images/db/jimages/9781118583425.jpg
ISBN:	9781118583425 (hbk.) :
ISBN:	1118583426 (hbk.)
ISBN:	9781118583395 (ePDF)
ISBN:	1118583396 (ePDF)
ISBN:	9781118583401 (ePub)
ISBN:	111858340X (ePub)

The money-raising nonprofit brand :motivating donors to give, give happily, and keep on giving /
Brooks, Jeff,1961-

The money-raising nonprofit brand :motivating donors to give, give happily, and keep on giving /Jeff Brooks. - Hoboken, New Jersey :John Wiley and Sons,c2014. - xvii, 228 p. :ill. ;24 cm. - Wiley nonprofit authority.

Includes bibliographical references and index.

"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"--Provided by publisher.

ISBN: 9781118583425 (hbk.) :NT1188

LCCN: 2014005825Subjects--Topical Terms:

172529
Fund raising.

LC Class. No.: HV41.2 / .B763 2014

Dewey Class. No.: 658.15/224

The money-raising nonprofit brand :motivating donors to give, give happily, and keep on giving /
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245 1 4 $a The money-raising nonprofit brand : $b motivating donors to give, give happily, and keep on giving / $c Jeff Brooks.
260 # $a Hoboken, New Jersey : $b John Wiley and Sons, $c c2014.
300 $a xvii, 228 p. : $b ill. ; $c 24 cm.
490 0 $a Wiley nonprofit authority
504 $a Includes bibliographical references and index.
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"--Provided by publisher.
650 # 0 $a Fund raising. $3 172529
650 # 0 $a Nonprofit organizations $x Marketing. $3 160487
650 # 0 $a Nonprofit organizations $x Management. $3 155690
650 # 0 $a Branding (Marketing) $3 187439
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