Index
A
- Animals, as fundraising icons
- “Anti-icons,”
- ASPCA
- Attitude, of fundraisers
- Audience. See Donors
B
- “Badges,” from watchdog groups
- “Bigger is better,” cause identification and
- “Bite-sized” asks
- “Boring causes,”
- Brand abstraction
- abstract ideals versus calls to action
- believability of fundraising offer
- donors' understanding and
- Brand Experts
- Branding
- brand as promise to be kept
- brand distinction and
- as communication (See also Communication)
- defined
- donor motivation and
- human and cultural side of
- matching experience to
- “shallow,”
- See also Brandjacking; Commercial-style branding
- Brandjacking
- brand design consistency and
- cause identification and
- defined
- design-centered brands
- donor base expansion and
- donor behavior and
- donor motivation and
- girls'/women's issues and
C
- Calls to action
- abstract ideals versus
- believability of fundraising offer
- donors' understanding and
- fundraising offer elements (See Fundraising offer)
- need for
- Campaign results, measuring
- Catalogs, as fundraising offer
- Cause identification
- “bigger is better” as problematic
- “boring” causes and
- changing
- urgency of cause and
- See also Fundraising offer
- Children
- child sponsorship
- as fundraising icons for rescue missions
- Color, for fundraising materials
- Commercial-style branding
- applied to nonprofits
- approach to
- audience and
- Committees
- Communication
- branding as
- design for
- donor-focused stories
- feedback to donors
- giving donors control over
- Golden Rule of
- measuring
- messaging with
- responding to ...
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