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Apr 29, 2014

Book Review: Jeff Brooks’ The Money Raising Nonprofit Brand

jeff brooks bookJeff Brooks has developed into one of the icons of modern fundraising. His blogs (first Donor Power and currently The Future of Fundraising Now) and his podcast (Fundraising is Beautiful with Steven Screen) are some of the most consumed resources in the nonprofit space.

Brooks now has synthesized his years of experience into a wonderfully written book titled: The Money Raising Nonprofit Brand.

Branding is a dirty word in the nonprofit space and Brooks entertainingly explains why. Techniques that work so powerfully in commercial advertising don’t fit for nonprofits. Brooks gives example after example of nonprofit re-branding gone bad. And why.

The Money Raising Nonprofit Brand should be required reading for anyone who works with nonprofit organizations. That includes leadership, board members, volunteers, fundraisers and their agencies. It’s a concise easy to read book packed with insights and ready to use ideas.

If I had any bone to pick with the book (and I wouldn’t be a good analyst if I didn’t ) is that I think he is too quick to discount the benefit of research. Just like in branding wrongly employed research approaches can yield more harm than benefit. But research methods that understand the nuances of nonprofit fundraising realities can accelerate an organization’s success.

Still, do your organization a favor and pass this book out to your staff. And most importantly, to your Branding Consultants.

Part VII: How Analytical Ones Will be Using AI

Over the past couple of weeks, I have written about some potential effects that AI will have on the nonprofit sector. Today, I’m going to end this series on how we as a company intend to use AI. There’s no doubt there is a certain “wow-factor” using AI. It’s like Star...

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Part VI: The Environmental Impact of AI

Up to this point in our AI blog series, I have been discussing (some might say ragging on) the practical implementational challenges of AI in the nonprofit sector. In today’s blog, I’m shifting the focus on a more global issue: Is using AI environmentally sustainable?...

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