Foreword

This book stands at the intersection of several debates animating the nonprofit sector around the world. Among them: should nonprofit organizations spend precious charitable funds on managing their brands, or are those expenses wasteful vanity? Does the rise of social media mean that everyone must be allowed to speak for an organization in his or her own way, or does it make policing the brand more important than ever? Is nonprofit strategy fundamentally distinct from for-profit strategy, or is that distinction out-of-date? To all three questions, this book answers yes to the initial proposition: nonprofits should invest in their brand, abandon the notion of policing their brand, and question the assumptions underlying for-profit strategy ...

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