# The Money-Raising Nonprofit Brand

- Link: https://fundraising.co.uk/books/the-money-raising-nonprofit-brand-motivating-donors-to-give-give-happily-and-keep-on-giving-wiley-nonprofit-authority/
- Published: 2014-03-10T19:35:48+00:00
- Author: Howard Lake

**Motivating Donors to Give, Give Happily, and Keep on Giving. Why commercial-style
branding doesn’t work for nonprofits—and what does**

Taking 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.

**“We are rebranding.”**

For nonprofit organisations, that should mean something like, “We’re going to improve
our marketing and help people love our cause. This will improve our fundraising.”

Far too often, it doesn’t mean anything like that.

Instead, “We are rebranding” at a nonprofit often means several years of disastrously
lower fundraising revenue, marketing confusion, and broken careers.

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.[](https://fundraising.co.uk/books/the-money-raising-nonprofit-brand-motivating-donors-to-give-give-happily-and-keep-on-giving-wiley-nonprofit-authority/void(0))