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Description of Breakthrough Nonprofit Branding

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

Title Information

ISBN:

9780470286913

Pages:

336 pages

Format:

Hardback

Product Code:

448418

Publisher:

John Wiley & Sons Ltd

Published:

09/11/2010

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About Jocelyne Daw and Carol Cone

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.  She speaks 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 Clinton’s Giving, Philip Kotler’s Marketing: Improving the Quality of Life, M. Cass Wheeler’s You’ve 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 Week’s Campaign of the Year, Cause Marketing Forums’ Golden Halo, PRSA’s Silver Anvil, Holmes Group’s 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, L’Oreal, Dunkin Brands and Jockey International.