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Do More Good: Moving Nonprofits from Good to Growth - Hardcover | Diverse Reads

Do More Good: Moving Nonprofits from Good to Growth

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In Do More Good, Bill McKendry provides incredible insights and tips from his over thirty-five years of helping nonprofit organizations expand their reach and become more effective in their communication, and he provides a blueprint for expanding your brand’s impact.

Giving nonprofit leaders the tools and decision-making power to move their organization from good to growth so they can DO MORE GOOD.

If you’re passionate about doing good work for a cause—what birthed that desire in you?

Somewhere, somehow, you were stirred by your experiences to do good things in this world. You also decided that you didn’t just want to make a living and survive—you wanted to make a difference.

That’s why communicating effectively and maximizing your organization’s potential are so critical. Raising funds and public awareness are challenging enough for any nonprofit leader, but communicating well is really the fuel that will advance and grow your mission.

Author and entrepreneur Bill McKendry is one of the leading authorities on nonprofit branding and marketing. In Do More Good, he provides incredible insights and tips from his over thirty-five years of helping nonprofit organizations expand their reach and become more effective in their communication. He shares dozens of examples and stories from his captivating career (including spending a day as a homeless man and shooting a commercial with Mother Teresa). Do More Good contains the blueprint you need to magnify your brand’s impact. With Bill's helpful advice and unique perspectives, you and your team will be inspired and equipped to do even more good.

ISBN-13: 9781637630396

Media Type: Hardcover

Publisher: Forefront Books

Publication Date: 01-25-2022

Pages: 288

Product Dimensions: 6.00(w) x 9.10(h) x 1.10(d)

Bill McKendry has an extraordinary view of the world. He grew up with parents who were both deaf from birth, so American Sign Language was his first method of communication. As a boy, he became a translator for his parents, even in many adult conversations, including some unusual and sometimes dire circumstances. He helped them purchase cars, refinance their home, call into work sick (even when he knew they weren’t sick), and translate for his mother in an operating room during her surgery! You could say that being a voice for those who need help to communicate is in Bill’s blood. Bill is the founder and chief creative officer at HAVEN |, a creative hub, after heading Hanon McKendry, being vice chairman and chief creative officer of JDA Worldwide, serving at Tracy-Locke/BBDO | Denver, co-founding Compass College of Cinematic Arts, and winning more than 1,000 national and international awards in advertising and marketing. Bill founded DO MORE GOOD®, which has now acquired Nonprofit Hub and Cause Camp to provide content, thought leadership, and educational conferences and workshops for nonprofit organizations. Bill is a frequent public speaker on the topic of how branding and marketing can help nonprofit organizations DO MORE GOOD®. Kathleen Sindorf is the marketing director for Trinity International University’s Florida campuses. She has taught marketing communication and advertising as a tenured professor at Cornerstone University and served as marketing director and vice president of communication for Precept Ministries International, as well as working for Christian Broadcasting Network as an award-winning international correspondent.

Table of Contents

Foreword Ken Calwell 8

Introduction: How Bad Do You Want to Do Good? 11

Part I Getting on the Same Page

Chapter 1 Homeless for a Day 17

Chapter 2 Moving from Doing Good to Doing More Good 25

Chapter 3 You Can Add or Multiply 33

Chapter 4 Five Stages of Marketing Accountability for Nonprofits 39

Chapter 5 Five Words I Hate the Most 43

Chapter 6 Touch Every Touchpoint 49

Chapter 7 The 6 Ps of Nonprofit Marketing 53

Chapter 8 Introduction to the IDEAS Process 61

Part II Insights

Chapter 9 Critical Questions 73

Chapter 10 Research Fundamentals 77

Chapter 11 Competitive Analysis 83

Chapter 12 Product Definition 87

Part III Direction

Chapter 13 Segmenting, Targeting, and Positioning 95

Chapter 14 Audience Segmentation 99

Chapter 15 Strategic Targeting 103

Chapter 16 Positioning and Differentiation 111

Chapter 17 Laddering Exercise 117

Chapter 18 Why Messaging 121

Chapter 19 Message Testing 125

Part IV Expression

Chapter 20 Persuasive Messaging 139

Chapter 21 Disconnected Messaging 145

Chapter 22 Messaging Balance 151

Chapter 23 Meaningful Connections 157

Chapter 24 Brand Cornerstones 161

Chapter 25 Brand Promise 171

Chapter 26 Brand Personality 179

Chapter 27 Brand Naming 185

Chapter 28 Brand Visual Identity 191

Chapter 29 Brand Logo 195

Chapter 30 Brand Voice 199

Chapter 31 Brand Tagline 203

Chapter 32 Brand Experience 209

Part V Action

Chapter 33 Marketing investment 225

Chapter 34 Media Strategies 229

Chapter 35 PR Support 237

Part VI Success

Chapter 36 Valuable Partnerships 249

Chapter 37 Measuring Performance 257

Chapter 38 Sustaining Success 263

Chapter 39 A Success Secret 269

Chapter 40 Conclusion 275

Acknowledgments 282

Notes 285