By Sarah Durham
I run a layout supplier and acquired this publication to provide to a shopper. i used to be inspired that Brandraising works as either a primer for the beginner and a refresher for the specialist. transparent sign-posting with subheadings and a finished index makes this a invaluable reference publication too, specially for these charged with daily communications paintings in non-profit enterprises.
Durham offers a powerful model version that's attention-grabbing to the pro but available to the lay-person. different writers at the topic appear communicate to the switched over with an excessive amount of technical language, or dumb-down the information a bit. This booklet avoids either error. first-class use of diagrams is helping the reader orientate themselves with the massive photograph each step of ways.
This publication is key examining for anybody excited by advertising or improvement within the non-profit zone.
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Extra info for Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications
48 BRANDRAISING Because it ’s used externally, not just internally, an effective mission statement uses audience-centric language: that is, language designed to communicate with a particular audience in their own terms in order to help people understand what the organization is and does. These questions can help you assess how effective your organization’s mission statement is: • Does our mission statement clearly express what it is we do? • Does it use language that our audiences understand and relate to?
Most individuals in the military are between the ages of eighteen and thirty-seven, and the association largely serves their spouses, so its members and primary audiences for its programs are typically Generation Ys, or Millennials, as they’re sometimes called. Research into this generation’s communications habits shows that they are extremely comfortable with newer communications channels such as e-mail, SMS (text) messaging, and social media tools like Twitter and Facebook. Association research into the communications preferences of military family members conﬁrmed this too.
38 BRANDRAISING In Summary • Chapter Three provides a high-level overview of the three levels of brandraising: the Organizational Level, the Identity Level, and the Experiential Level. The chapters that follow outline the elements of each level in greater detail. • Seeing communications as an integrated whole, rather than as a series of tactical tools, will ensure consistency and cohesion. • Brandraising is a long-view strategy that pays off over time by ensuring that the contents and presentation of organizational communications are consistent and driven by the organization’s vision and mission.