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Page 1: Breakthrough Nonprofit Branding - GBV · WILEY John Wiley & Sons, Inc. ... Traditional versus Breakthrough Nonprofit Branding 23 ... The American Heart Association's Brand Journey

BreakthroughNonprofit BrandingSeven Principles

to Power

Extraordinary Results

JOCELYNES. DAW

CAROL CONE

WITH ANNE ERHARD

AND KRISTIAN DARIGAN MERENDA

WILEY

John Wiley & Sons, Inc.

Page 2: Breakthrough Nonprofit Branding - GBV · WILEY John Wiley & Sons, Inc. ... Traditional versus Breakthrough Nonprofit Branding 23 ... The American Heart Association's Brand Journey

Contents

Acknowledgments xiii

I N T R O D U C T I O N The New Nonprofit Imperative 1Komen for the Cure: Realizing the New NonprofitImperative 1What This Book Is About 3How This Book Was Written uHow to Use This Book 14Who Should Read This Book - 16

CHAPTER 1 From Traditional to Breakthrough NonprofitBranding 19What Is a Brand? 20Breakthrough Nonprofit Brand 20Traditional Nonprofit Branding 22Traditional versus Breakthrough Nonprofit Branding 23Seven Principles of Breakthrough Branding 28

/ Breakthrough Nonprofit Brands • 31Summary 32

C H A P T E R 2 Principle One: Discover the Authentic MeaningofYour Brand 35UNICEF's Brand Journey 35College Forward's Brand Journey 38An Overview of Principle One 40How-To Success Factors . 44U.S. Fund for UNICEF Digs Deep for Brand Meaning 53College Forward Bridges the Gap 61Principle One: Summary 68

IX

Page 3: Breakthrough Nonprofit Branding - GBV · WILEY John Wiley & Sons, Inc. ... Traditional versus Breakthrough Nonprofit Branding 23 ... The American Heart Association's Brand Journey

X CONTENTS

C H A P T E R 3 Principle Two: Integrate Brand Meaningacross the Organization 71The American Heart Association's Brand Journey 71Food Bank For New York City's Brand Journey 74An Overview of Principle Two 77How-To Success Factors 78The American Heart Association Remains Freshand Inviting 87Food Bank For New York City Delivers Food and Beyond 94Principle Two: Summary 101

CHAPTER 4 Principle Three: Rally Internal Brand Ambassadors 103Inspiration Corporation's Brand Journey 103Memorial HealthWorks! Brand Journey 105An Overview of Principle Three 107How-To Success Factors 108Inspiration Corporation Inspires from the Inside Out, 117Memorial Healthworks!, Lives and Breathes itsOrganizational DNA 124Principle Three: Summary 130

CHAPTER 5 Principle Four: Develop 3600 Brand Communications 133Kids Help Phone 3600 Brand Communications 134American Heart Association 3600 BrandCommunications 135College Forward 3600 Brand Communications 137U.S. Fund for UNICEF 3600 Brand Communications 137Inspiration Corporation 3600 Brand Communications 138An Overview of Principle Four 139How-To Success Factors 1 140Principle Four: Summary 169

CHAPTER 6 Principle Five: Expand Your Brand by Mobilizing anExternal Community 171Stratford Shakespeare Festival's Brand Journey 171Susan G. Komen for the Cure's Brand Journey 173An Overview of Principle Five 175How-To Success Factors 177Principle Five: Summary 197

CHAPTER 7 Principle Six: Cultivate Partners to Extend Your BrandReach and Influence 201Kids Help Phone's Brand Journey 201NatureBridge's Brand Journey 203

Page 4: Breakthrough Nonprofit Branding - GBV · WILEY John Wiley & Sons, Inc. ... Traditional versus Breakthrough Nonprofit Branding 23 ... The American Heart Association's Brand Journey

CONTENTS X I

An Overview of Principle Six 206How-To Success Factors 207Kids Help Phone Nurtures a Partner Community 229NatureBridge Nurtures a Partner Community 231Principle Six: Summary 233

C H A P T E R 8 Principle Seven: Leverage Your Brand for AlternativeRevenue and Value 235Goodwill Industries, Brand Journey 235An Overview of Principle Seven 238How-To Success Factors 241Principle Seven: Summary 265

C O N C L U S I O N The Breakthrough Nonprofit Brand Journey 267Breakthrough Nonprofit Brands Are a Valuable Asset 268Breakthrough Nonprofit Brands Differentiate toStand Out 268Breakthrough Nonprofit Brands Are Bigger ThanThemselves 269Breakthrough Nonprofit Brands Rally Communities 269Breakthrough Nonprofit Brands Have CourageousLeadership 269Breakthrough Nonprofits Use Their Brand to DriveStrategy 270Breakthrough Nonprofit Brands Embrace Innovation 270Breakthrough Nonprofit Brands Create Owners,Inside and Outside 271Breakthrough Nonprofit Brands Enjoy Alliances toExtend Reach and Impact 272Breakthrough Nonprofit Brands Build SustainableOrganizations 272Ongoing Journey and Long-Term Commitment 272Your Brand Future - 273The Breakthrough Nonprofit Brand Journey 273

A P P E N D I X A Brand Journey Assessment Tool 277

A P P E N D I X B Snapshot of Nonprofit Case Studies 279Kids Help Phone 279American Heart Association 281The U.S. Fund for UNICEF 283Susan G. Komen for the Cure 285Inspiration Corporation 287NatureBridge 289

Page 5: Breakthrough Nonprofit Branding - GBV · WILEY John Wiley & Sons, Inc. ... Traditional versus Breakthrough Nonprofit Branding 23 ... The American Heart Association's Brand Journey

XII CONTENTS

GlossaryNotesBibliography

Stratford Shakespeare FestivalMemorial HealthWorks! Kids' MuseumCollege ForwardFood Bank For New York CityGoodwill Industries International

About the AuthorsAFP Code of Ethical Principles and StandardsA Donor Bill of RightsIndex

290

292

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