Brandraising: Raising money and visibility using smart communications

As you expand the tools you use to communicate online and off and staff’s roles change, how do you ensure you’re all speaking with one voice? Based on Sarah Durham’s book Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications (Jossey-Bass/Wiley, 2010), this course will challenge you to think about what’s unique about your organization. You’ll learn about ways to create a compelling brand that expresses the positioning and personality of your organization, attracts the right people, and helps you think of ways to use your brand to take your organization to the next level. After reviewing some case studies and completing some exercises, we’ll work in small teams to review and critique your organization’s communications. We’ll review one another’s current materials and evaluate whether your current brand is doing all it can for you—and share ideas for how you should prioritize any changes you might make. So bring those logos and taglines, promotional materials and brochures, website pages and social media campaigns, and anything else you’d like the group to share and discuss.

This course is intended for intermediate audiences, such as:

• Communications or development directors or managers
• Executive directors and board members
• Organizations with some communications knowledge, who are looking to take their brand to the next level
• Organizations hoping to stand out in their community more than they currently do