Want to know if this book is for you? Here's the book's complete table of contents, along with just a sample of what's in each chapter.
PART I: 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
It doesn't matter how well-built your brand platform is if it's designed for people who aren't ready to climb up onto it with you.
Chapter 2. Branding in the Real World
When we fail to connect with donors, what happens? They just ignore us.
Chapter 3. What Branding Work Can Do to Fundraising Revenue
Seasoned direct-response pros will tell you that design is not where the leverage is. What you say matters much more than how you look while saying it.
Chapter 4. We're Being Brandjacked: A Guide to Survival
One of the most important secrets to success in fundraising: Effective fundraising always makes you at least slightly uncomfortable.
Chapter 5. Why Branding Matters, and Why It Makes No Difference
Branding is funny. In one sense, it makes all the difference in the world. In another, it makes almost none.
PART II: Your Call to Action
How Your Cause Connects with Donors and Brings Your Brand into Their Lives
Chapter 6. The Seven Elements of a Fundraising Offer
Your donors need to see and believe there's a solution. But a solution without a problem is decaf coffee at six in the morning.
Chapter 7. Your Fundraising Offer from the Inside Out
Don't let your offer be too big, too philosophical, too much about process, or too far from the experience of nonexperts.
Chapter 8. Great Fundraising Offers in the Real World
Any time you can connect your donor's desire to make the world a better place with real-life activities your organization does—you have a fundraising offer.
PART III: Your Fundraising Icon
The Image That Reminds Donors Why They Give to You
Chapter 9. The Visual Foundation of Your Brand
A good fundraising icon is memorable and recognizable. When a viewer sees it, she knows what your message is "about."
Chapter 10. How to Find and Refine Your Fundraising Icon
Qualitative research will lead you astray. It's not possible for survey respondents or focus group participants to tell you what you need to know.
PART IV: The Donor-Focused Nonprofit
How to Become Your Donors' Favorite Cause
Chapter 11. Leprosy or Hansen's Disease? What Donors Need to Know
When nonprofit professionals mandate "professional" ways of describing their issues, they make a choice: to motivate fewer donors, raise less revenue, and do less good.
Chapter 12. Communicating As If Donors Mattered
If your donors give you money, but they never find out what happened with that money—you have created a disconnect.
Chapter 13. The Structure of a Donor-Focused Nonprofit
If you write weak, uncompelling fundraising copy, the damage is temporary. If you screw up your donor data, you can sink the ship.
Chapter 14. The Culture of the Donor-Focused Organization
A state of alignment with donors is one of the most important qualities of a donor-focused organization. It's the secret weapon of a money-raising nonprofit brand.
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