Out of the Trenches
A section in my book, "Brand raising: How Nonprofits Increase Visibility and Raise Money through Smart Communications" (Jossey-Bass, 2010), is devoted to a basic marketing principle I call taking the long view. The long view means getting out of the trenches to see what's coming: Identify new fundraising tools and techniques, and plan for them, monitor what peer organizations and competitors are up to, and keep up with trade publications like this one, for instance. It's the view from high up — and it allows you to plan for what's coming before it sneaks up and bites you.
- Companies:
- Jossey-Bass
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
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