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ISBN | 9781118583425 |
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Autor | Brooks Jeff |
Vydavatel | Wiley |
Jazyk | english |
Väzba | Pevná vazba |
Rok vydania | 2014 |
Počet strán | 256 |
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.
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.