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

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 ...