Thursday, August 26, 2010
I'm involved in various capacities with a few non-profits. I had seen this book recommended but after reading it, I'm not sure why. The author, Sarah Durham, runs an organization in New York City called Big Duck that helps create brand awareness for non-profits. Perhaps non-profits in New York City could use a firm like hers and have the money to do so. The majority of non-profits, especially those in smaller communities, can't begin to utilize the services of a Big Duck or, for that matter, the copywriters, ad executives or other professional communications staff. Her suggestion that organizations need to plan long-term and budget for such expenses seems more self-serving than useful.
If you are part of a large non-profit with money to burn, but are struggling (and struggling non-profits always have money to burn, right?), then this book might be of some value. Otherwise, I think their are multitudes of books on branding, communications and marketing that are so much more useful than this.