Breakthrough Nonprofit Branding 
Cause Marketing for Nonprofits Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results
An Introduction to Breakthrough Nonprofit Branding.
Breakthrough Basics
Breakthrough Basics
What is a brand? A brand is a collection of perceptions about an organization, formed by its every communication, action, and interaction. It is what people collectively say, feel, and think about your organization. In short, it’s your reputation, identity, and good will with stakeholders and in the community.
What is a breakthrough brand? A breakthrough nonprofit brand (BNB) articulates what an organization stands for: the compelling, focused idea that sets it apart and is meaningful to its supporters. An organization that cultivates a BNB puts its constituents at the heart of its identity. It makes the brand personally and emotionally relevant and creates a sense of community around unifying values, commitments, and concerns.
Every breakthrough nonprofit brand demonstrates a three-dimensional brand value proposition:
- Convinces the head – Effective nonprofits rationally articulate a unique and differentiated idea that explains what their organization does better than others.
- Touches the heart – Breakthrough nonprofit brands put a larger cause and the outcomes they seek ahead of its own organizational needs, in order to become a magnet for those who are passionate about its mission.
- Engages the hands – Nonprofits can create a sense of community – inside and outside the organization – by uniting groups of strangers in an experience of kinship of shared experiences and commitments.
A Breakthrough Nonprofit Brand uses its unique brand meaning as a compass and focus for everything that the organization does, says, and how it acts and interacts. Brand drives strategy and identity in the marketplace. A brand will help unify and provide your organization with clear direction that can drive higher performance, build stronger relationships, generate more revenue and achieve greater impact.
Table of Contents (Download Chapter One)
Interview with Jocelyne Daw
THE definitive book on the market.
— , American Marketing Association Nonprofit Marketing Conference 2010
