دانلود کتاب The money-raising nonprofit brand : motivating donors to give, give happily, and keep on giving

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Content: The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving
Contents
Acknowledgments
About the Author
Introduction: How This Book Can Transform Your Fundraising
Part One: The Money-Losing Nonprofit Brand: How Branding Often Goes Wrong for Nonprofit Organizations
Chapter 1: How and Why Commercial-Style Branding Can Torpedo Your Organization
Why the New Brand Didn't Work
How Commercial Branding Works
Summary
Chapter 2: Branding in the Real World
There Is a Better Way to Brand
Chapter 3: What Branding Work Can Do to Fundraising Revenue. If You Change Your LogoIf You Change Your Graphic Standards
If You Change Your Copy Standards
If You Change Your Organization's Name
If You Change Your Cause Identification
Chapter 4: We're Being Brandjacked: A Guide to Survival
Brandjacking Warning Sign 1: The New Brand Is Not Aimed at Your Donors
Brandjacking Warning Sign 2: The New Brand Requires You to Abandon Your Donors
Brandjacking Warning Sign 3: The Work Is Not Grounded in Donor Behavior
Brandjacking Warning Sign 4: The New Brand Describes Your Cause in a Symbolic Way. Brandjacking Warning Sign 5: The New Brand Requires Absolute ConsistencyBrandjacking Warning Sign 6: The New Brand Is Design-And Little Else
Chapter 5: Why Branding Matters, and Why It Makes No Difference
Aunt Edna
Part Two: Your Call to Action: How Your Cause Connects with Donors and BringsYour Brand into Their Lives
Chapter 6: The Seven Elements of a Fundraising Offer
Element 1: A Problem
Element 2: A Solution
Element 3: Cost
Element 4: Urgency
Element 5: Donor Context
Element 6: Donor Benefits
Element 7: Emotion
Chapter 7: Your Fundraising Offer from the Inside Out. A Fundraising Offer Is SpecificA Fundraising Offer Is Believable
A Fundraising Offer Is Bite-Sized for Donors and Flexible
A Fundraising Offer Has a Sense of Leverage
A Fundraising Offer Is Defensible
Chapter 8: Great Fundraising Offers in the Real World
Child Sponsorship
Sponsorship Lite
Food Bank Leverage Offer
Shipping
Matching Funds
Catalog
Part Three: Your Fundraising Icon: The Image that Reminds Donors Why They Give to You
Chapter 9: The Visual Foundation of Your Brand
Your Icon Has a Clear Focal Point
Your Icon Is a Person
Your Icon Is Focused on the Face. Your Icon Is One Person, Not a GroupYour Icon Is a Picture of Unmet Need
Your Icon Is a Photo, Not an Illustration
How I Lost My Perspective and Got It Back Again
Chapter 10: How to Find and Refine Your Fundraising Icon
Step 1: Find a Hypothesis
Step 2: Put Aside Your Preferences and Winnow
Step 3: Use Direct-Response Testing
Part Four: The Donor-Focused Nonprofit: How to Become Your Donors' Favorite Cause
Chapter 11: Leprosy or Hansen's Disease? What Donors Need to Know
Five Ways Nonprofits Drive Away Their Donors
Chapter 12: Communicating as if Donors Mattered. Donor-Focused Stories.