Acknowledgments ix About the Author xi Introduction: How This Book Can Transform Your Fundraising xiii Part One The Money-Losing Nonprofit Brand How Branding Often Goes Wrong for Nonprofit Organizations 1 How and Why Commercial-Style Branding Can Torpedo Your Organization 3 Why the New Brand Didn't Work 10 How Commercial Branding Works 13 Summary 17 2 Branding in the Real World 19 There is a Better Way to Brand 21 3 What Branding Work Can Do to Fundraising Revenue 25 If You Change Your Logo 28 If You Change Your Graphic Standards 29 If You Change Your Copy Standards 31 If You Change Your Organization's Name 32 If You Change Your Cause Identification 35 4 We're Being Brandjacked: A Guide to Survival 41 Brandjacking Warning Sign 1: The New Brand is Not Aimed at Your Donors 43 Brandjacking Warning Sign 2: The New Brand Requires You to Abandon Your Donors 44 Brandjacking Warning Sign 3: The Work is Not Grounded in Donor Behavior 48 Brandjacking Warning Sign 4: The New Brand Describes Your Cause in a Symbolic Way 50 Brandjacking Warning Sign 5: The New Brand Requires Absolute Consistency 52 Brandjacking Warning Sign 6: The New Brand is Design-and Little Else 53 5 Why Branding Matters, and Why It Makes No Difference 57 Aunt Edna 60 Part Two Your Call to Action How Your Cause Connects with Donors and Brings Your Brand into Their Lives 6 The Seven Elements of a Fundraising Offer 67 Element 1: A Problem 69 Element 2: A Solution 71 Element 3: Cost 74 Element 4: Urgency 75 Element 5: Donor Context 76 Element 6: Donor Benefits 81 Element 7: Emotion 82 7 Your Fundraising Offer from the Inside Out 89 A Fundraising Offer is Specific 90 A Fundraising Offer is Believable 95 A Fundraising Offer is Bite-Sized for Donors and Flexible 97 A Fundraising Offer Has a Sense of Leverage 101 A Fundraising Offer is Defensible 102 8 Great Fundraising Offers in the Real World 105 Child Sponsorship 105 Sponsorship Lite 106 Food Bank Leverage Offer 107 Shipping 107 Matching Funds 108 Catalog 109 Part Three Your Fundraising Icon The Image that Reminds Donors Why They Give to You 9 The Visual Foundation of Your Brand 113 Your Icon Has a Clear Focal Point 118 Your Icon is a Person 119 Your Icon is Focused on the Face 121 Your Icon is One Person, Not a Group 122 Your Icon is a Picture of Unmet Need 123 Your Icon is a Photo, Not an Illustration 126 How I Lost My Perspective and Got It Back Again 127 10 How to Find and Refine Your Fundraising Icon 131 Step 1: Find a Hypothesis 133 Step 2: Put Aside Your Preferences and Winnow 134 Step 3: Use Direct-Response Testing 138 Part Four The Donor-Focused Nonprofit How to Become Your Donors' Favorite Cause 11 Leprosy or Hansen's Disease? What Donors Need to Know 143 Five Ways Nonprofits Drive Away Their Donors 147 12 Communicating as if Donors Mattered 155 Donor-Focused Stories 159 Reporting Back: Set Yourself Apart 163 Donor Control over Communication 169 Appropriate Design 170 How to Measure Donor Communication 173 13 The Structure of a Donor-Focused Nonprofit 177 A Well-Run Nonprofit is Aligned around Fundraising Goals 180 A Well-Run Nonprofit is Not Run by Committees 182 A Well-Run Nonprofit Doesn't Have a Marketing Department 184 A Well-Run Nonprofit Has a Plan for Every Donor 189 A Well-Run Nonprofit Has Its Donor Data Act Together 191 A Well-Run Nonprofit is Donor Connected 192 14 The Culture of the Donor-Focused Organization 195 A Donor-Focused Nonprofit is Investment Oriented 199 A Donor-Focused Nonprofit Has a Fact-Based Culture 202 A Donor-Focused Nonprofit Doesn't Treat All Donors the Same 207 A Donor-Focused Nonprofit Has a Culture of Thankfulness 209 A Donor-Focused Nonprofit Sees Fundraising as Part of Its Mission 210 Appendix A The Donor Bill of Rights and the Money-Raising Brand 215 Appendix B Suggested Reading for Fundraisers 219 Index 221
JEFF BROOKS, creative director at TrueSense Marketing, has served the nonprofit community for more than 25 years, working as a writer and creative director on behalf of top North American nonprofits, including CARE, St. Jude Childrens Research Hospital, World Vision, Feeding America, World Relief, and dozens of urban rescue missions and Salvation Army divisions. He blogs at futurefundraisingnow.com, podcasts at fundraisingisbeautiful.com, and is the author of the popular book The Fundraisers Guide to Irresistible Communications (2012). He lives in Seattle.