May 12, 2005 | Read Time: 1 minute
Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization, by Larry Checco, suggests how nonprofit organizations can increase their visibility by crafting and promoting their “brands.” Mr. Checco, who has worked as a consultant with the American Red Cross and Volunteers of America, among other groups, says that charities should assess their strengths and weaknesses to determine what image they want to present to the public. Using their self-analysis, nonprofit groups can develop a tagline (like Nike’s “Just do it,” for instance), a logo, and a mission statement that conveys their message. Organizations can promote their brands through word of mouth, community involvement, and the news media. They may also want to consider handing out apparel with their logo at special events, or asking high-profile individuals to be spokespeople for their cause, says Mr. Checco.
Publisher: Checco Communications, 508 Scott Drive, Silver Spring, Md. 20904; (301) 384-6007; http://www.checcocomm.net; 101 pages; $20.
