Although many nonprofits continue to take a narrow approach to brand management, using it as a tool for fundraising, a growing number are moving beyond that approach to explore the wider, strategic roles that brands can play: driving broad, long-term social goals, while strengthening internal identity, cohesion, and capacity. This article in the Stanford Social Innovation Review discusses how nonprofit leaders can use new marketing strategies that will allow their brands to contribute to sustaining their social impact, serving their mission, and staying true to their organization’s values and culture.
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As seen in the July 2016 issue of LeadTime.
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