Duke Haddad-The Iceberg Effect: Nonprofit Branding

By Duke Haddad, Ed.D.

According to Dictionary.com, an iceberg is a large piece of ice that has broken away from a glacier at the shore and floated out to sea.

How many of you have studied what an iceberg looks like? If you noticed the iceberg closely, only a small percentage of the iceberg is actually visible from the water's surface. Research shows that only 10 percent of a typical iceberg is visible, which means 90 percent of the iceberg is under the water's surface.

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Duke Haddad, Ed.D. Author's page

Duke Haddad, Ed.D., CFRE, is currently associate director of development, director of capital campaigns and director of corporate development for The Salvation Army Indiana Division in Indianapolis. He also serves as president of Duke Haddad and Associates LLC and is a freelance instructor for Nonprofit Web Advisor.

He has been a contributing author to NonProfit PRO since 2008.

He received his doctorate degree from West Virginia University with an emphasis on education administration plus a dissertation on donor characteristics. He received a master’s degree from Marshall University with an emphasis on public administration plus a thesis on annual fund analysis. He secured a bachelor’s degree (cum laude) with an emphasis on marketing/management. He has done post graduate work at the University of Louisville.

Duke has received the Fundraising Executive of the Year Award, from the Association of Fundraising Professionals Indiana Chapter. He also was given the Outstanding West Virginian Award, Kentucky Colonel Award and Sagamore of the Wabash Award from the governors of West Virginia, Kentucky and Indiana, respectively, for his many career contributions in the field of philanthropy. He has maintained a Certified Fund Raising Executive (CFRE) designation for three decades.