The money-raising nonprofit brand : (Record no. 12071)
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| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | 2014009117 |
| 040 ## - CATALOGING SOURCE | |
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| 016 7# - NATIONAL BIBLIOGRAPHIC AGENCY CONTROL NUMBER | |
| Record control number | 1059342901 |
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| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781118583395 |
| Qualifying information | (electronic bk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 1118583396 |
| Qualifying information | (electronic bk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781118583401 |
| Qualifying information | (electronic bk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 111858340X |
| Qualifying information | (electronic bk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 1118583426 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781118583425 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| Canceled/invalid ISBN | 9781118583425 |
| Qualifying information | (hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| Canceled/invalid ISBN | 9781118583340 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| Canceled/invalid ISBN | 1118583345 |
| 028 01 - PUBLISHER OR DISTRIBUTOR NUMBER | |
| Publisher or distributor number | EB00067015 |
| Source | Recorded Books |
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| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (OCoLC)871689649 |
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| 037 ## - SOURCE OF ACQUISITION | |
| Stock number | 513D5705-0212-4D3A-AB6B-D2AC4C3057F1 |
| Source of stock number/acquisition | OverDrive, Inc. |
| Note | http://www.overdrive.com |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HV41.2 |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | BUS |
| Subject category code subdivision | 082000 |
| Source | bisacsh |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | BUS |
| Subject category code subdivision | 041000 |
| Source | bisacsh |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | BUS |
| Subject category code subdivision | 042000 |
| Source | bisacsh |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | BUS |
| Subject category code subdivision | 085000 |
| Source | bisacsh |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | 783 |
| Source | bisacsh |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | BUS074000 |
| Source | bisacsh |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.15/224 |
| Edition number | 23 |
| 084 ## - OTHER CLASSIFICATION NUMBER | |
| Classification number | BUS074000 |
| Number source | bisacsh |
| 049 ## - LOCAL HOLDINGS (OCLC) | |
| Holding library | MAIN |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Brooks, Jeff, |
| Dates associated with a name | 1961- |
| 245 14 - TITLE STATEMENT | |
| Title | The money-raising nonprofit brand : |
| Remainder of title | motivating donors to give, give happily, and keep on giving / |
| Statement of responsibility, etc. | Jeff Brooks. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Place of production, publication, distribution, manufacture | Hoboken, New Jersey : |
| Name of producer, publisher, distributor, manufacturer | Wiley, |
| Date of production, publication, distribution, manufacture, or copyright notice | [2014] |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1 online resource |
| 336 ## - CONTENT TYPE | |
| Content type term | text |
| Content type code | txt |
| Source | rdacontent |
| 337 ## - MEDIA TYPE | |
| Media type term | computer |
| Media type code | c |
| Source | rdamedia |
| 338 ## - CARRIER TYPE | |
| Carrier type term | online resource |
| Carrier type code | cr |
| Source | rdacarrier |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | "Why commercial-style branding doesn't work for nonprofits--and what doesTaking 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 world Disabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit world Written 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"-- |
| Assigning source | Provided by publisher |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references and index. |
| 588 0# - SOURCE OF DESCRIPTION NOTE | |
| Source of description note | Print version record and CIP data provided by publisher. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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. |
| 505 8# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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. |
| 505 8# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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. |
| 505 8# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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. |
| 505 8# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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. |
| 505 8# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Donor-Focused Stories. |
| 546 ## - LANGUAGE NOTE | |
| Language note | English. |
| 590 ## - LOCAL NOTE (RLIN) | |
| Local note | John Wiley and Sons |
| Provenance (VM) [OBSOLETE] | Wiley Online Library: Complete oBooks |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Fund raising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Nonprofit organizations |
| General subdivision | Marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Nonprofit organizations |
| General subdivision | Management. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Branding (Marketing) |
| 650 #6 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Collecte de fonds. |
| 650 #6 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Associations sans but lucratif |
| General subdivision | Marketing. |
| 650 #6 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Associations sans but lucratif |
| General subdivision | Gestion. |
| 650 #6 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Strat�egie de marque. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | fund raising. |
| Source of heading or term | aat |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | branding. |
| Source of heading or term | aat |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | BUSINESS & ECONOMICS |
| General subdivision | Nonprofit Organizations & Charities. |
| Source of heading or term | bisacsh |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Branding (Marketing) |
| Source of heading or term | fast |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Fund raising |
| Source of heading or term | fast |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Nonprofit organizations |
| General subdivision | Management |
| Source of heading or term | fast |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Nonprofit organizations |
| General subdivision | Marketing |
| Source of heading or term | fast |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY | |
| Relationship information | Print version: |
| Main entry heading | Brooks, Jeff, 1961- |
| Title | Money-raising nonprofit brand. |
| Place, publisher, and date of publication | Hoboken, New Jersey : John Wiley and Sons, Inc., [2014] |
| International Standard Book Number | 9781118583425 |
| Record control number | (DLC) 2014005825 |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://onlinelibrary.wiley.com/doi/book/10.1002/9781118583340">https://onlinelibrary.wiley.com/doi/book/10.1002/9781118583340</a> |
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