Breakthrough Nonprofit Branding

Jocelyne Daw 지음

Wiley 2010년 10월 01일 출간

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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 Brandingis 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 breakthroughExplains how to build loyal communities inside and outside of your organization to increase social impactFeatures seven principles for transforming a brand from ordinary trademark to strategic advantageIncludes case studies of eleven breakthrough nonprofit brands and transferable ideas and practices that nonprofits of any size, scope or experience can implementOther title by Daw: Cause Marketing for Nonprofits: Partner for Purpose, Passion, and ProfitsA 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 quot;nice to do,quot; 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 figur

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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 JourneyCollege Forward's Brand JourneyAn Overview Of Principle OneHow-To Success FactorsRefine: Create Brand PlatformU.S. Fund For Unicef Brand JourneyUnicef Heart: &"Defining&" Its CauseUnicef Hands: Let The Banks Of The River OverflowCollege Forward Brand JourneyCollege Forward: Heart: Purpose With PassionCollege Forward: Hands: Expanded InvolvementPrinciple One: SummaryChapter 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 36

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저자(글) Jocelyne Daw

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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. Shespeaks 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 si