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Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results

ISBN: 978-0-470-28691-3
336 pages
October 2010
Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results (0470286911) cover image
A hands-on guide to help your nonprofit build its brand, raise its profile, strengthen impact and develop deeper relationships with donors, volunteers, and other stakeholders. Breakthrough Nonprofit Branding is about the power a constituency-focused, compelling brand can have to revolutionize an organization and the way people view and support it.
  • Shows how to optimally define what your organization stands for to differieniate, create value and breakthrough
  • Explains how to build loyal communities inside and outside of your organization to increase social impact
  • Features seven principles for transforming a brand from ordinary trademark to strategic advantage
  • Includes case studies of eleven breakthrough nonprofit brands and transferable ideas and practices that nonprofits of any size, scope or experience can implement
  • Other title by Daw: Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits

A practical road map and essential tool for nonprofit leaders, board members, and volunteers, this book reveals the vital principles you need to know to build and manage your organization's most valuable asset – its brand. In today’s highly competitive nonprofit world, building a breakthrough brand is no longer a "nice to do," but the new imperative.

Jocelyne Daw, a pioneer and leader in building business and community partnerships has over 25 years of nonprofit leadership experience.

Carol Cone, named by PR WEEK as the most powerful and visible figure in the world of cause branding, has been linking companies and causes for over 25 years.

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The AFP Fund Development Series.

Acknowledgments.

Introduction: The New Nonprofit Imperative.

Komen for the Cure: Realizing the New Nonprofit Imperative.

What this book is About.

How this Book was Written.

How to use this Book.

Who Should Read this Book.

Chapter One From Traditional to Breakthrough Nonprofit Branding.

What is a Brand?

Breakthrough Nonprofit Brand.

Traditional Nonprofit Branding.

Traditional versus Breakthrough Nonprofit Branding.

Seven Principles of Breakthrough Branding.

Breakthrough Nonprofit Brands.

Summary.

Chapter Two Principle One Discover Authentic Meaning Of Your Brand.

Unicef's Brand Journey

College Forward's Brand Journey

An Overview Of Principle One

How-To Success Factors

Refine: Create Brand Platform

U.S. Fund For Unicef Brand Journey

Unicef Heart: ”Defining” Its Cause

Unicef Hands: Let The Banks Of The River Overflow

College Forward Brand Journey

College Forward: Heart: Purpose With Passion

College Forward: Hands: Expanded Involvement

Principle One: Summary

Chapter Three Principle Two: Integrates brand meaning across the organization.

The American Heart Association's Brand Journey.

Food Bank For New York City's Brand Journey.

An Overview Of Principle Two.

How-To Success Factors.

The American Heart Association Integrates Brand Meaning Across The Organization.

Food Bank For New York City Integrates Brand Meaning Across The Organization.

Principle Two: Summary.

Chapter Four Principle Three: Rally Internal Brand Ambassadors.

Inspiration Corporation's Brand Journey.

HealthWorks! Brand Journey.

An Overview of Principle Three.

Success Factors.

Inspiration Corporation Brand from the Inside-Out.

Healthworks! Connects to Organizational DNA.

Principle Three: Summary.

Chapter Five Principle Four: Develop 360°Brand Communications.

Kids Help Phone 360°Brand Communications.

American Heart Association 360°Brand Communications.

College Forward 360°Brand Communications.

U.S. Fund For UNICEF 360°Brand Communications.

Inspiration Corporation 360°Brand Communications.

An Overview of Principle Four.

HOW-TO SUCCESS FACTORS.

Base: Solidify a Strong Brand Identity.

Build: Compelling and integrated on-line and off-line communications.

Breakthrough: Empower Supporters to Co-create Communications and Drive Action.

Principle Four: Summary.

Chapter Six Principle Five: Expand Brand by Mobilizing an External Community.

Stratford Shakespeare Festival's Brand Journey.

Susan G. Komen For The Cure Brand Journey.

Overview of Principle Five.

BASE: Cultivate Individual Relationships as a Community Cornerstone.

BREAKTHROUGH: Constantly Grow the Community by Reaching New. Audiences and Offering Innovative Engagement Experiences.

Build Belonging: Mobilize Champions for the Mission.

Principle Five: Summary.

Chapter Seven Principle Six: Cultivate Partners To Extend Brand Reach And Influence.

Kids Help Phone Brand Journey.

Naturebridge’s Brand Journey.

An Overview of Principle Six.

HOW-TO SUCCESS FACTORS.

BASE: Prepare Internal Framework For Transactional Agreements.

Build: Seek Strategic Alignment To Transition Relationships.

Breakthrough: Nurtures Transformative Partnerships.

Kids Help Phone Nurtures A Partner Community.

Naturebridge Nurtures A Partner Community.

Principle Six: Summary.

Chapter Eight Principle Seven: Leverage Your Brand For Alternative Revenue And Value.

Goodwill Industries Brand Journey.

Overview Of Principle.

BASE: Establish a Culture of Enterprise and Experiment.

BUILD: Capitalize on Brand and Experience to Build the Next Level of Community Enterprise Ventures.

BREAKTHROUGH: Deepen Community Enterprises to Achieve Mission and Financial Goals.

Principle Seven: Summary.

CONCLUSION The Breakthrough Nonprofit Brand Journey.

Breakthrough Nonprofit Brands are a Valuable Asset.

Breakthrough Nonprofit Brands Differentiate to Stand Out.

Breakthrough Nonprofit Brands are Bigger than Themselves.

Breakthrough Nonprofit Brands Rally Communities.

Breakthrough Nonprofit Brands Have Courageous Leadership.

Breakthrough Nonprofits use their Brand to Drive Strategy.

Breakthrough Nonprofit Brands Embrace Innovation.

Breakthrough Nonprofit Brands Create Owners, Inside and Outside.

Breakthrough Nonprofit Brands Enjoy Alliances to Extend Reach and Impact.

Breakthrough Nonprofit Brands Build Sustainable Organizations.

Ongoing Journey and Long-Term Commitment.

Your Brand Future.

The Breakthrough Nonprofit Brand Journey.

Appendix A Brand Journey Assessment Tool.

Appendix B Snapshot of Nonprofit Case Studies.

Kids Help Phone.

American Heart Association.

Unicef.

Susan G. Komen for the Cure.

Inspiration Corporation.

NatureBridge.

Stratford Shakespeare Festival.

HealthWorks!

College Forword.

Food Bank For New York City.

Endnotes.

Bibliography.

Glossary.

Breakthrough Nonprofit Branding: The Seven Principles to Power Extraordinary Results.

About the Authors.

AFP Code of Ethics for Professional Philanthropic Fundraisers.

Donor Bill of Rights.

Index.

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JOCELYNE S. DAW has over twenty-five years’ experience in the nonprofit sector, most recently as Vice President Marketing and Community Engagement at Imagine Canada.  Jocelyne is a recognized pioneer in the evolution of business-community partnerships and the integration of branding, corporate citizenship and social purpose.  She speaks internationally on these topics and is author of Cause Marketing: Partner for Purpose, Passion and Profits (Wiley, 2006). She  guides leading business and community organizations in building innovative citizenship and social purpose programs that deliver stand out brand identity, strengthen relationships and power results.

Carol Cone has over 25 years of experience creating substantive public-private partnerships that advance solutions for social issues. As founder of Cone, Inc., she led the development of initiatives for Avon; ConAgra Foods; Chevrolet; ITT; PNC Financial Services; Procter & Gamble; Reebok; Western Union; and the American Heart Association, helping raise awareness and more than $1.2 billion for causes. In 2007, PR Week called her “arguably the most powerful and visible figure in the world of Cause Branding.”  In 2010 she joined Edelman to continue her journey guiding groundbreaking corporate citizenship efforts as managing director, Brand and Corporate Citizenship.

Kristian Darigan Merenda is an acclaimed cause expert and futurist whose work is featured in President Bill Clinton’s Giving, Philip Kotler’s Marketing: Improving the Quality of Life, M. Cass Wheeler’s You’ve Gotta Have Heart; PR News’ Top 100 Case Studies in PR, and The Journal of Corporate Citizenship, as well as publications produced by Harvard Business School and the United Nations, and among others. She has pioneered approaches to creating global corporate citizenship platforms, nonprofit signature programs and next-generation cause branding. Her work has been honored with more than 75 industry awards for its unprecedented, shared business and social impact. She is a senior vice president at Edelman, Brand & Corporate Citizenship.

Anne Erhard consults corporate and nonprofit clients toward industry-leading results in the areas of cause branding, cause marketing, social responsibility, marketing communications, and public/private partnership development. Her work has been featured as best-in-class in industry books and case studies as well as recognized through dozens of awards, including: PR Week’s Campaign of the Year, Cause Marketing Forums’ Golden Halo, PRSA’s Silver Anvil, Holmes Group’s Gold Sabre, among others. Anne is a vice president at Cone, working with clients such as The American Heart Association, Boys and Girls Clubs of America, L’Oreal, Dunkin Brands and Jockey International.

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