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

by Jeff Brooks


The nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving. It hasn’t worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies haven’t just failed, but have actually discouraged giving.

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  • Discover why branding efforts often fail nonprofits and why commercial-style branding can damage an organization.
  • Learn how to connect your cause with potential donors and bring your brand to life.
  • Apply seven essential elements of a successful fundraising call to action that will motivate donors to give.
  • Use imagery that reminds donors why they care about you and communication strategies that set you apart from other causes.


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About the Author

Jeff Brooks, creative director at TrueSense Marketing, has served the nonprofit community for more than 25 years, working as a writer and creative director on behalf of top North American nonprofits, including CARE, St. Jude Children’s Research Hospital, World Vision, Feeding America, World Relief, and dozens of urban rescue missions and Salvation Army divisions. He blogs at, podcasts at, and is the author of the popular book The Fundraiser’s Guide to Irresistible Communications (2012).

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