LESSON FOUR: REQUIRED READINGS
Rangan, Kasturi, Lofty Missions, Down to Earth Plans, Harvard Business Review, March 01 (2004) (Available at: http://www.nioc.ca/learning-development/peer-support/focus-areas/wp-content/uploads/2012/07/Lofty-missions-Down-to-Earth-Plans1.pdf)
TED TALK: How Great Leaders Inspire Action, Simon Sinek (Available at: https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action)
TED Talk: What Nonprofits Can Learn From Coke, Melinda Gates (Available At: https://www.ted.com/talks/melinda_french_gates_what_nonprofits_can_learn_from_coca_cola/transcript?language=en)
Nathalie Kylander and Christoper Stone, The Role of Brand in the Nonprofit Sector, Stanford Social Innovation Review (Spring 2012)
In-Depth Study of Susan G. Komen for the Cure
- Cancer Group Backs Down on Cutting Off Planned Parenthood (2/3/12): http://www.nytimes.com/2012/02/04/health/policy/komen-breast-cancer-group-reverses-decision-that-cut-off-planned-parenthood.html?pagewanted=all
- Behind Planned Parenthood’s Social Media Magic (5/27/12): http://philanthropy.com/article/Planned-Parenthood-s/131981/
- Komen CEO’s Resignation Only Makes Critics Angrier (8/12/12): http://philanthropy.com/article/Komen-s-Fundraising/133695/
- Komen Foundation Struggles to Regain Wide Support, David Wallis (11/8/12)” http://www.nytimes.com/2012/11/09/giving/komen-foundation-works-to-regain-support-after-planned-parenthood-controversy.html?pagewanted=all
PROMPT QUESTIONS
- What is the role of the mission in guiding the growth and direction of a nonprofit organization?
- What is required to bring the mission to life for each stakeholder audience?
- How can strategic communications expand an organization’s mission and impact?
- Why is having a brand so important to a non-profit? Why is communicating that brand so important for non-profits?
- What are the consequences to an organization that is not strategic about communicating its brand?
LESSON FOUR: RECOMMENDED READINGS
Rahim Kanani, Branding for Non-Profits: New Research, New Insights, Forbes (January 2012) (Available at: http://www.forbes.com/sites/rahimkanani/2012/03/01/branding-for-nonprofits-new-research-new-insights/)
The Smallest Nonprofits Should Have The Most Powerful Brands, Fast Company (Available at: http://www.fastcoexist.com/1680582/the-smallest-nonprofits-should-have-the-most-powerful-brands)
Christopher Stone, Amnesty International: Branding an Organization That’s Also a Movement, Harvard Kennedy School (December 2011) (Available at: http://www.hks.harvard.edu/hauser/role-of-brand/documents/amnesty.pdf)