Chapter 17
Spotlighting Your Brand Online
IN THIS CHAPTER
Understanding the importance of building your brand
Evaluating and adjusting your brand
Using blogs to extend your brand online
Publishing articles to gain an online presence
Promoting your brand in online discussion groups
Establishing online partnerships
How is your nonprofit organization known in your community? In your industry? In the world? When people think of your organization, what do you want them to feel? When they see your logo, what do you want them to remember about you?
The answers to these questions point to something important that your organization builds with every single donor contact: your brand. This chapter helps you think through the brand you’re creating as you communicate with your donors using various online approaches. Of course, your brand doesn’t begin and end in the online realm; your brand is ...
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