Brandraising

THE AUTHORSarah Durham is the principal of Big Duck, a firm she founded in 1994 that works exclusively with nonprofits to help them raise money and increase their visibility through smart communications. Clients include the Robin Hood Foundation, United Way of New York City, American Jewish World Service, Women’s Sports Foundation, Partnership for a Drug-Free America and other regional and national nonprofits. She frequently writes and contributes to articles in nonprofit trade publications. She is a volunteer trainer for the Support Center for Nonprofit Management and a frequent presenter at Association of Fundraising Professionals (AFP) and other nonprofit industry conferences.

• 1 Brandraising 1What “Brandraising” Means 3Measuring the Value of Communications 5In Summary 72 Principles of Effective Communications 9Seeing the Long View 10Communicating on Their Terms, Not Yours 19Doing More with Less 25In Summary 293 Overview of Brandraising 31The Organizational Level 31The Identity Level 32The Experiential Level 33Leadership Involvement in Each Level 34Measuring and Assessing Brandraising’s Impact 35Quantitative and Qualitative Metrics 37In Summary 394 Brandraising at the Organizational Level 41What Comes First: Strategic Planning or Brandraising? 42Vision 42Mission 44Values 49Objectives 52Audiences 55Positioning 59Personality 62A Foundation for Everyday Activities 66In Summary 705 Brandraising at the Identity Level 73The Visual Identity 75The Messaging Platform 88Sub-Brands 103Integrating the Identity 104In Summary 1096 Brandraising at the Experiential Level 111Selecting Audience-Centric Channels 112Online 120In Print 132In Person 137On Air 143By Mobile 145In Summary 1487 Implementing Brandraising 151When You Can’t Do It All 152Relaunching Your Nonprofit’s Identity 153Brandraising After Relaunch 157Integrating Brandraising into Daily Communications 165In Summary 169In Conclusion 170Acknowledgments 171About the Author 173References 175Index 177

"Sarah Durham, author of 2009's Brandraising, founded communications firm Big Duck in 1994 to help nonprofits raise money, gain visibility, and make effective use of social media. After 16 years, Big Duck continues to assist organizations from the Cancer Research Institute to the Women's Sports Foundation in building strong relationships with key constituents both online and off." (Fast Company, March 23, 2010)