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

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.