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

• Main Author: Brooks, Jeff, 1961-
• Format: eBook
• Language: English
• Published: Hoboken, New Jersey : Wiley, [2014]
• Series: Wiley nonprofit authority series.
• Subjects: Fund raising.; Nonprofit organizations > Marketing.; Nonprofit organizations > Management.; Branding (Marketing); BUSINESS & ECONOMICS > Nonprofit Organizations & Charities.; Electronic books.

"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 i...