By Sarah Durham
I run a layout business enterprise and acquired this e-book to provide to a shopper. i used to be inspired that Brandraising works as either a primer for the amateur and a refresher for the professional. transparent sign-posting with subheadings and a finished index makes this a worthwhile reference ebook too, specially for these charged with day by day communications paintings in non-profit corporations.
Durham provides a powerful model version that's fascinating 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 tips a little bit. This e-book avoids either error. very good use of diagrams is helping the reader orientate themselves with the large photograph each step of ways.
This e-book is vital examining for anybody considering advertising and marketing or improvement within the non-profit region.
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Additional info for Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications
S. adults were Internet users: that ’s approximately 71 percent of all Americans. Even older adults were well represented: 26 percent of Americans aged seventy to seventy-ﬁve were online, and 17 percent of Americans aged seventy-six or older were online too (Madden, 2006). • By January of 2009, Facebook had over 68,500,000 unique visitors visiting 1,191,373,339 times each month (Kazeniac, 2009). Need some information or feel curious about something? You Google it. You might even send InMail to your PRINCIPLES OF EFFECTIVE COMMUNICATIONS 17 LinkedIn professional network, post to an interest-speciﬁc listserv, or message via another social network, such as Facebook.
Even today, many organizations are struggling to wrap their heads around YouTube, Flickr, social networking, and what these media mean to them. As a result, most organizations didn’t budget for the Web upgrades they now ﬁnd themselves making to stay current. In fact, changes in technology are so great and happening at such speed, it ’s likely that a nonproﬁt PRINCIPLES OF EFFECTIVE COMMUNICATIONS 25 will need to build a new site or conduct major upgrades every two to three years. 7 percent claimed lack of adequate budget.
Our brochures, Web sites, and other communications tools are developed by a variety of people and PRINCIPLES OF EFFECTIVE COMMUNICATIONS 15 they have no continuity: they don’t relate to each other or present a cohesive image of what we do. Every time we write something for external audiences, we start from scratch: we don’t use predeﬁned messages or language to ensure consistency in our voice. Our materials and the brand elements in them have a generic quality that doesn’t capture our unique vision and mission: they could be used by other organizations with similar missions.