{"product_id":"9780470286913","title":"Breakthrough Nonprofit Branding Seven Principles to Power Extraordinary Results","description":"\u003ch3\u003eThe AFP\/Wiley Fund Development Series\u003c\/h3\u003e\u003ch1\u003eBreakthrough Nonprofit Branding\u003c\/h1\u003e\u003ch2\u003eSeven Principles to Power Extraordinary Results\u003c\/h2\u003e\u003ch3\u003eJocelyne Daw | Carol Cone\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Nonprofit Organizations \u0026amp; Charities \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\n\u003cb\u003eBreakthrough NONPROFIT BRANDING\u003c\/b\u003e  \u003cp\u003eAt a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs. They are proactively creating business models that bring their brand to life in the hearts and minds of their stakeholders. \u003ci\u003eBreakthrough Nonprofit Branding\u003c\/i\u003e demonstrates how a constituency-focused, compelling brand can revolutionize an organization and the way people view and support it. \u003c\/p\u003e\n\u003cp\u003eAs practiced in real life, most nonprofits define “branding” as their visual identity produced to aid in awareness and fundraising. However important logos and trademarks are, this limited perspective leaves a significant amount of value on the table. Visionary, mission-driven organizations recognize brand as a bigger canvas for their work. To them, branding is the daily expression of their purpose and a way to communicate their promise to stakeholders. Their brand is their trust mark—their commitment to consistently deliver on who they are, what they stand for, and their unique benefits. \u003c\/p\u003e\n\u003cp\u003eDrawing on their combined seventy plus years of experience in the nonprofit and corporate sectors, the authors studied eleven visionary nonprofits to reveal the seven principles for transforming a brand from ordinary trademark to strategic competitive advantage. The groups profiled reflect a variety of sizes, breadths, regions, and issues. The common thread is that their brand work has resulted in greater social impact and vibrant growth. \u003c\/p\u003e\n\u003cp\u003eThrough the use of case studies, \u003ci\u003eBreakthrough Nonprofit Branding\u003c\/i\u003e reveals how: \u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eA nonprofit put its renewed brand to work to propel its organization forward—despite inconsistent community support \u003c\/li\u003e \u003cli\u003eRenewed brand meaning heightened stakeholder commitment, stabilized an organization’s financial position, and empowered it to weather a roiling economy\u003c\/li\u003e \u003cli\u003eA small organization’s brand campaign resulted in exceptional growth \u003c\/li\u003e \u003cli\u003eA re-brand transformed a nonprofit, enabling it to expand from a regional to national footprint\u003c\/li\u003e \u003cli\u003eOne of the largest nonprofits lost momentum and regained direction through a revitalized brand process\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e\u003ci\u003eBreakthrough Nonprofit Branding \u003c\/i\u003eshows you how to create a brand that creates unique value, builds deep relationships, fosters loyal communities, and increases social impact. It offers a practical road map and essential tool for nonprofit leaders, board members, and volunteers, as well as communications professionals, development consultants, marketing agencies, academics, students, and all those interested in catalyzing dynamic results for the organizations they serve.\u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e \u003cp\u003e\u003cb\u003eJOCELYNE S. DAW \u003c\/b\u003ehas over twenty-five years’ experience in the nonprofit sector, and is a recognized pioneer in the evolution of business-community partnerships and the integration of marketing and fundraising. Most recently, she was Vice President Marketing and Community Engagement at Imagine Canada. Jocelyne is an international speaker and author of \u003ci\u003eCause Marketing: Partner for Purpose, Passion and Profits\u003c\/i\u003e (Wiley). She advises leading business and community organizations in building  innovative community strategies that deliver stand out brand identity, strengthen relationships and power results. \u003c\/p\u003e \u003cp\u003e\u003cb\u003eCAROL CONE\u003c\/b\u003e has over twenty-five years’ experience creating substantive partnerships between companies and social issues. As founder of Cone, Inc., she led the development of cause initiatives for Avon, Reebok, ConAgra Foods, PNC, and the American Heart Association, helping raise awareness and more than $1.2 billion for various social issues. In 2007, \u003ci\u003ePR Week\u003c\/i\u003e called her “arguably the most powerful and visible figure in the world of Cause Branding.” In 2010 she joined Edelman Public Relations to continue her journey guiding groundbreaking brand and corporate citizenship efforts. \u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e26 October 2010\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9780470286913\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e336\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e19.04\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44311317971084,"sku":"9780470286913","price":43.2,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9780470286913.jpg?v=1780116869","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9780470286913","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}