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Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results

Год выпуска: 2010
Автор: Jocelyne Daw and Carol Cone

Synopses & Reviews

Publisher Comments

Seven Principles to Power Extraordinary Results

At a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs. They are proactively creating business models that bring their brand to life in the hearts and minds of their stakeholders. Breakthrough Nonprofit Branding demonstrates how a constituency-focused, compelling brand can revolutionize an organization and the way people view and support it.

As practiced in real life, most nonprofits define "branding" as their visual identity produced to aid in awareness and fundraising. However important logos and trademarks are, this limited perspective leaves a significant amount of value on the table. Visionary, mission-driven organizations recognize brand as a bigger canvas for their work. To them, branding is the daily expression of their purpose and a way to communicate their promise to stakeholders. Their brand is their trust marktheir commitment to consistently deliver on who they are, what they stand for, and their unique benefits.

Drawing on their combined seventy plus years of experience in the nonprofit and corporate sectors, the authors studied eleven visionary nonprofits to reveal the seven principles for transforming a brand from ordinary trademark to strategic competitive advantage. The groups profiled reflect a variety of sizes, breadths, regions, and issues. The common thread is that their brand work has resulted in greater social impact and vibrant growth.

Through the use of case studies, Breakthrough Nonprofit Branding reveals how:

  • A nonprofit put its renewed brand to work to propel its organization forwarddespite inconsistent community support

  • Renewed brand meaning heightened stakeholder commitment, stabilized an organization's financial position, and empowered it to weather a roiling economy

  • A small organization's brand campaign resulted in exceptional growth

  • A re-brand transformed a nonprofit, enabling it to expand from a regional to national footprint

  • One of the largest nonprofits lost momentum and regained direction through a revitalized brand process

Breakthrough Nonprofit Branding shows you how to create a brand that creates unique value, builds deep relationships, fosters loyal communities, and increases social impact. It offers a practical road map and essential tool for nonprofit leaders, board members, and volunteers, as well as communications professionals, development consultants, marketing agencies, academics, students, and all those interested in catalyzing dynamic results for the organizations they serve.


Is your organization just another name, or is it a brand?

The first book on brands and branding directly written for the nonprofit sector, Building a Breakthrough Nonprofit Brand explains a brand as an organization's North Star, the guiding principle that underpins the mission and makes it values manifest, not just the way it is presented in marketing communications materials. The message of that brand is vital to a nonprofit's ability to survive and thrive in the new millennium; it must maximize the trust and loyalty of the community to secure the continuing flow of resources and fulfill its missions.

Recognized leaders in nonprofit marketing show you how to optimally build your nonprofit's brand to be a strategic competitive advantage - ensuring your organization stands out, creates value, builds loyal communities inside and outside of the organization and increases social impact. Daw and Cone demonstrate the strongest nonprofit brands are the rallying flag and central organizing principle guiding all of an organization's major decisions and actions. The strongest brands are focused, compelling and simple to understand and articulate and create a sense of connection that brings people together around common interests, shared hopes, aspirations and beliefs. The book is a practical road map and essential tool for nonprofit leaders, board members, and volunteers, as well as communications professionals, development consultants, marketing agencies, academics, students and all those interested in catalyzing dynamic growth for the organizations they serve. Part of the AFP Fund Development Series, Brand Good Causes offers: Seven principles to build, manage, and protect the organization's brand Tips, techniques, and tactics as well as mistakes to be avoided Case studies of twelve breakthrough nonprofit brands that put into action the principles and practices outlined in the book Insider advice from nonprofit marketing authority Jocelyne Daw, author of Cause Marketing for Nonprofits: Partner for Purpose, Passion and Profits and leading cause branding expert, Carol Cone.

Passionate and focused, Building a Breakthrough Nonprofit Brand shows you how to raise your organization's profile among the general public and develop deeper relationships with donors, volunteers, and other key stakeholders.


A hands-on guide to help your nonprofit build its brand, raise its profile, strengthen impact and develop deeper relationships with donors, volunteers, and other stakeholders. Breakthrough Nonprofit Brandingis about the power a constituency-focused, compelling brand can have to revolutionize an organization and the way people view and support it.
  • Shows how to optimally define what your organization stands for to differieniate, create value and breakthrough
  • Explains how to build loyal communities inside and outside of your organization to increase social impact
  • Features seven principles for transforming a brand from ordinary trademark to strategic advantage
  • Includes case studies of eleven breakthrough nonprofit brands and transferable ideas and practices that nonprofits of any size, scope or experience can implement
  • Other title by Daw: Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits

A practical road map and essential tool for nonprofit leaders, board members, and volunteers, this book reveals the vital principles you need to know to build and manage your organization's most valuable asset its brand. In todays highly competitive nonprofit world, building a breakthrough brand is no longer a "nice to do," but the new imperative.

Jocelyne Daw, a pioneer and leader in building business and community partnerships has over 25 years of nonprofit leadership experience.

Carol Cone, named by PR WEEK as the most powerful and visible figure in the world of cause branding, has been linking companies and causes for over 25 years.


Praise for Breakthrough Nonprofit Branding

"Nonprofit organizations have to realize they are competing for mindshare not only with other nonprofits, but with for profit corporations as well. The keys to success are in this book, and practical tools and advice will jump off the pages to advance the missions of organizations both large and small."

Cass Wheeler, Strategic Consultant and retired CEO, American Heart Association

"Breakthrough Nonprofit Branding guides nonprofit organizations to think beyond branding as a logo and a tagline and gives them a clear road map for capturing the minds, hearts, and hands of their audiences. This must-read book is filled with examples, checklists, and practical tips that will help large and small nonprofits have greater social impact."

Beth Kanter, Beth's Blog and coauthor of The Networked Nonprofit

"Finally, a book on branding for nonprofits that encompasses a holistic approach! It can help organizations of any size practice 'breakthrough nonprofit branding' to differentiate themselves, gain more supporters and alliances, rally communities, attract strong executives, engage more volunteers, and improve their sustainability. It offers tools and excellent case studies that demonstrate success in the field. The organizations that embrace the authors' seven principles can experience exciting change and growth. So, what are you waiting for?"

Elaine Fogel, President and CMO, Solutions Marketing & Consulting LLC; Chair, American Marketing Association Nonprofit Special Interest Group

"Every organization has a brand and this book clearly, compellingly, and in a very straightforward manner demonstrates how the brand of a nonprofit is crucial to its capacity to grow, to be sustainable, and to fulfill its mission. Branding is demystified and presented in practical and easy to adapt components that will help you maximize your potential and your results. Whether your nonprofit is large or small, local, national, or international, the case studies and examples in Breakthrough Nonprofit Branding ensure it is relevant to every reader."

Andrea McManus, CFRE, President, The Development Group; Chair-Elect, The Association of Fundraising Professionals

About the Author

JOCELYNE S. DAW has over twenty-five years experience in the nonprofit sector, most recently as Vice President Marketing and Community Engagement at Imagine Canada.Jocelyne is a recognized pioneer in the evolution of business-community partnerships and the integration of branding, corporate citizenship and social purpose. Shespeaks internationally on these topics and is author of Cause Marketing: Partner for Purpose, Passion and Profits (Wiley, 2006). She guides leading business and community organizations in building innovative citizenship and social purpose programs that deliver stand out brand identity, strengthen relationships and power results.

Carol Cone has over 25 years of experience creating substantive public-private partnerships that advance solutions for social issues. As founder of Cone, Inc., she led the development of initiatives for Avon; ConAgra Foods; Chevrolet; ITT; PNC Financial Services; Procter & Gamble; Reebok; Western Union; and the American Heart Association, helping raise awareness and more than $1.2 billion for causes. In 2007, PR Week called her arguably the most powerful and visible figure in the world of Cause Branding. In 2010 she joined Edelman to continue her journey guiding groundbreaking corporate citizenship efforts as managing director, Brand and Corporate Citizenship.

Kristian Darigan Merenda is an acclaimed cause expert and futurist whose work is featured in President Bill Clintons Giving, Philip Kotlers Marketing: Improving the Quality of Life, M. Cass Wheelers Youve Gotta Have Heart; PR News Top 100 Case Studies in PR, and The Journal of Corporate Citizenship, as well as publications produced by Harvard Business School and the United Nations, and among others. She has pioneered approaches to creating global corporate citizenship platforms, nonprofit signature programs and next-generation cause branding. Her work has been honored with more than 75 industry awards for its unprecedented, shared business and social impact. She is a senior vice president at Edelman, Brand & Corporate Citizenship.

Anne Erhard consults corporate and nonprofit clients toward industry-leading results in the areas of cause branding, cause marketing, social responsibility, marketing communications, and public/private partnership development. Her work has been featured as best-in-class in industry books and case studies as well as recognized through dozens of awards, including: PR Weeks Campaign of the Year, Cause Marketing Forums Golden Halo, PRSAs Silver Anvil, Holmes Groups Gold Sabre, among others. Anne is a vice president at Cone, working with clients such as The American Heart Association, Boys and Girls Clubs of America, LOreal, Dunkin Brands and Jockey International.

Table of Contents

The AFP Fund Development Series.


Introduction: The New Nonprofit Imperative.

Komen for the Cure: Realizing the New Nonprofit Imperative.

What this book is About.

How this Book was Written.

How to use this Book.

Who Should Read this Book.

Chapter One From Traditional to Breakthrough Nonprofit Branding.

What is a Brand?

Breakthrough Nonprofit Brand.

Traditional Nonprofit Branding.

Traditional versus Breakthrough Nonprofit Branding.

Seven Principles of Breakthrough Branding.

Breakthrough Nonprofit Brands.


Chapter Two Principle One Discover Authentic Meaning Of Your Brand.

Unicef's Brand Journey

College Forward's Brand Journey

An Overview Of Principle One

How-To Success Factors

Refine: Create Brand Platform

U.S. Fund For Unicef Brand Journey

Unicef Heart: Defining Its Cause

Unicef Hands: Let The Banks Of The River Overflow

College Forward Brand Journey

College Forward: Heart: Purpose With Passion

College Forward: Hands: Expanded Involvement

Principle One: Summary

Chapter Three Principle Two: Integrates brand meaning across the organization.

The American Heart Association's Brand Journey.

Food Bank For New York City's Brand Journey.

An Overview Of Principle Two.

How-To Success Factors.

The American Heart Association Integrates Brand Meaning Across The Organization.

Food Bank For New York City Integrates Brand Meaning Across The Organization.

Principle Two: Summary.

Chapter Four Principle Three: Rally Internal Brand Ambassadors.

Inspiration Corporation's Brand Journey.

HealthWorks! Brand Journey.

An Overview of Principle Three.

Success Factors.

Inspiration Corporation Brand from the Inside-Out.

Healthworks! Connects to Organizational DNA.

Principle Three: Summary.

Chapter Five Principle Four: Develop 360Brand Communications.

Kids Help Phone 360Brand Communications.

American Heart Association 360Brand Communications.

College Forward 360Brand Communications.

U.S. Fund For UNICEF 360Brand Communications.

Inspiration Corporation 360Brand Communications.

An Overview of Principle Four.


Base: Solidify a Strong Brand Identity.

Build: Compelling and integrated on-line and off-line communications.

Breakthrough: Empower Supporters to Co-create Communications and Drive Action.

Principle Four: Summary.

Chapter Six Principle Five: Expand Brand by Mobilizing an External Community.

Stratford Shakespeare Festival's Brand Journey.

Susan G. Komen For The Cure Brand Journey.

Overview of Principle Five.

BASE: Cultivate Individual Relationships as a Community Cornerstone.

BREAKTHROUGH: Constantly Grow the Community by Reaching New. Audiences and Offering Innovative Engagement Experiences.

Build Belonging: Mobilize Champions for the Mission.

Principle Five: Summary.

Chapter Seven Principle Six: Cultivate Partners To Extend Brand Reach And Influence.

Kids Help Phone Brand Journey.

Naturebridges Brand Journey.

An Overview of Principle Six.


BASE: Prepare Internal Framework For Transactional Agreements.

Build: Seek Strategic Alignment To Transition Relationships.

Breakthrough: Nurtures Transformative Partnerships.

Kids Help Phone Nurtures A Partner Community.

Naturebridge Nurtures A Partner Community.

Principle Six: Summary.

Chapter Eight Principle Seven: Leverage Your Brand For Alternative Revenue And Value.

Goodwill Industries Brand Journey.

Overview Of Principle.

BASE: Establish a Culture of Enterprise and Experiment.

BUILD: Capitalize on Brand and Experience to Build the Next Level of Community Enterprise Ventures.

BREAKTHROUGH: Deepen Community Enterprises to Achieve Mission and Financial Goals.

Principle Seven: Summary.

CONCLUSION The Breakthrough Nonprofit Brand Journey.

Breakthrough Nonprofit Brands are a Valuable Asset.

Breakthrough Nonprofit Brands Differentiate to Stand Out.

Breakthrough Nonprofit Brands are Bigger than Themselves.

Breakthrough Nonprofit Brands Rally Communities.

Breakthrough Nonprofit Brands Have Courageous Leadership.

Breakthrough Nonprofits use their Brand to Drive Strategy.

Breakthrough Nonprofit Brands Embrace Innovation.

Breakthrough Nonprofit Brands Create Owners, Inside and Outside.

Breakthrough Nonprofit Brands Enjoy Alliances to Extend Reach and Impact.

Breakthrough Nonprofit Brands Build Sustainable Organizations.

Ongoing Journey and Long-Term Commitment.

Your Brand Future.

The Breakthrough Nonprofit Brand Journey.

Appendix A Brand Journey Assessment Tool.

Appendix B Snapshot of Nonprofit Case Studies.

Kids Help Phone.

American Heart Association.


Susan G. Komen for the Cure.

Inspiration Corporation.


Stratford Shakespeare Festival.


College Forword.

Food Bank For New York City.




Breakthrough Nonprofit Branding: The Seven Principles to Power Extraordinary Results.

About the Authors.

AFP Code of Ethics for Professional Philanthropic Fundraisers.

Donor Bill of Rights.


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