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Matale Line’s UNICEF campaign showcased in new book from AFP

(Excerpted from publisher’s press release.)

At a time when nonprofits are growing globally, and as the U.S. and world economies slowly sputter back to life, competition for donors, volunteers, and partners has never been more intense, according to "Breakthrough Nonprofit Branding," a new book by Carol Cone and Jocelyne Daw, with co-authors Kristian Darigan Merenda and Anne Erhard.

The book offers a detailed roadmap to help an organization develop a brand meaning that articulates what the organization stands for, the compelling, focused idea that sets it apart and is meaningful to its supporters. In doing so, a nonprofit can rise above the competitive fray to more effectively reach stakeholders and make a significant impact on the communities they serve. The authors based the book on their decades of combined experience working with nonprofits, and on in-depth case studies of eleven visionary organizations.

"As nonprofits have grown in number and importance, the charitable marketplace has become more competitive," according to co-author Carol Cone. "Supporters are becoming more selective and discriminating, so nonprofits have to continuously demonstrate that their mission really does make a difference. Building a breakthrough nonprofit brand is no longer an activity that can be put off until tomorrow; it's a nonprofit imperative today."

“Breakthrough Nonprofit Branding,” published by the Association of Fundraising Professionals/Wiley, is available at amazon.com.