| Document Type
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BL
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| Record Number
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661874
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| Doc. No
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dltt
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| Main Entry
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Brooks, Jeff,1961-
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| Title & Author
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The money-raising nonprofit brand : : motivating donors to give, give happily, and keep on giving /\ Jeff Brooks.
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| Series Statement
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Wiley nonprofit authority
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Wiley nonprofit authority
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| Page. NO
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1 online resource (1 volume) :: illustrations
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1 online resource.
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| ISBN
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9781118583401
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: 111858340X
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9781118583425
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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Includes bibliographical references and index.
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| Abstract
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"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 insider, this book argues that branding strategies borrowed from for-profit companies hasn't just failed, but has actually discouraged giving. But why does branding--a well-developed discipline with a history of commercial success--fail when applied to nonprofits? The Money-Raising Nonprofit Brand + Website argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry. Offers a real-world fundraising strategies that work in the nonprofit world Disabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit world Written by an industry insider with 25 years of experience raising funds for many of the most successful nonprofits in the world Nonprofit fundraising is a fundamentally different world--financially, emotionally, and practically--than commercial marketing. Here, the author explains why commercial marketing strategies don't work and provides practical, experience-based alternatives that do"--
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| Subject
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Nonprofit organizations-- Marketing.
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Nonprofit organizations-- Management.
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Fund raising.
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Branding (Marketing)
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Branding (Marketing)
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Fund raising.
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| Subject
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Nonprofit organizations-- Management.
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| Subject
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Nonprofit organizations-- Marketing.
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| LC Classification
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HV41.2
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HV41.2.B76 2014
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| Added Entry
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Ohio Library and Information Network.
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