(This video was recorded as part of our 'Flip' chat series of conversations with thought leaders in the nonprofit and philanthropic sectors. You can check out other videos in the series here, including our previous chat with Annie E. Casey Foundation president and CEO Patrick McCarthy.)
At a recent Foundation Center event, Big Duck founder Sarah Durham explained that her book Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications was written for small nonprofits that do not have the budget to hire an outside consulting group like her New York City-based communications firm.
Yes, the principles behind effective communications are pretty basic. But because most nonprofit leaders aren't well versed in marketing/communications strategy, they often have trouble following through on them, says Durham. For that reason, Brandraising seeks to show executive directors how to raise funds and increase the visibility of their organizations using approaches developed by some of the most successful fundraisers in the country.
Before the event got under way, I had a chance to chat with Durham about the different levels of "brandraising," the role young staff members can play in the strategic planning process, and how Big Duck measures its impact. On that last point, Durham said her colleagues set measurable goals at the start of each project and then, after implementation, sit down with the client to compare notes and see whether they were on target.
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(Running time: 4 minutes, 1 second)
What do you think? Do you agree with Durham that mobile is "the next big thing"? Has your organization started collecting cell phone numbers? Feel free to share you brandraising success stories in the comments section below.
-- Regina Mahone