May 12, 2005

Advice for Marketing Nonprofit Organizations

By Caroline Preston

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

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