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The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving by Jeff Brooks

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Chapter TenHow to Find and Refine Your Fundraising Icon

In the book version of The Wizard of Oz, Dorothy goes to a real country called Oz. It's a magical place, with witches, talking animals, and walking scarecrows—but it's a literal place. She returns to Oz several times (once by a shipwreck), and a few books later in the series, she, Auntie Em, and Uncle Henry (and Toto, too) all emigrate to Oz and settle there permanently.

The movie version is richer and more realistic: Dorothy's visit to Oz turns out to be a dream or a vision, a psychological event that helps her come to terms with her life. At the end, she realizes her adventures in Oz and the amazing people she met there were mirrors of her life in Kansas. The whole thing was a life lesson for her. It's one of those rare cases where the movie is better than the book.

I think of the book version of The Wizard of Oz as the Brand Expert version of the story. Because it depends on fantasy being real—there is a magic place that you can get to, a place where everything is more exciting, beautiful, and colorful. You don't have to get what you need by schlepping around in the real world, working, learning, and gaining insights the hard way. Just go to the magic land and it's all there for you.

The movie version is more like real ...

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