Chiagouris, Larry
September 2005
Marketing Management;Sep/Oct2005, Vol. 14 Issue 5, p30
This article offers a look at the best branding practices of several nonprofit organizations in the U.S. Brand mission, unique selling proposition and reason to believe, personality, graphic identity and measurement emerged as highly relevant components of branding for nonprofits. Nonprofits are under constant scrutiny to efficiently deliver on their missions. They should then look at what they would like target audiences to take from encounters with the brand, as well as build a case to support such reasoning. An effective brand building strategy can increase the number of members, donors and volunteers.


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