Around Cape Horn

Around Cape Horn

A Maritime Artist/historian's Account of His 1892 Voyage

Book - 2004
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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 worldDisabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit worldWritten 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.

Publisher: Camden, Me. : Down East Books, c2004
ISBN: 9780892726462
0892726466
Characteristics: 215 p. : ill. ; 23 cm
Additional Contributors: Parker, Neal

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