The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy and Affinity

Introduction

This book is the result of more than two years of research and collaborative effort, supported by the Rockefeller Foundation, to examine the role of brand in the nonprofit sector. It is also the culmination of a decade of our own work looking into how nonprofit organizations build and manage their brands. Initially inspired by an Edelman study in 2002 which suggested that nonprofit organizations comprise the world's most trusted brands, we started on a journey to try to understand how these powerful nonprofit brands were being built and managed, and how this differed, if at all, from their commercial private sector counterparts.

In 2010, the Rockefeller Foundation recognized that brand management in the nonprofit sector and interest ...