Nonprofit Branding 2013: What Has Changed? by Carlo Cuesta, MBA Spring 2013: Volume 20 Issue 1

Nonprofit Branding 2013: What Has Changed? by Carlo Cuesta, MBA (Spring 2013)
Item# 200111
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While nonprofits recognize that our stakeholders want to become more engaged, we still tend to operate as if we can dictate the terms of engagement, and we continue to use traditional ways of communicating to pull people in. But stakeholders today are busy plugging directly into networks they care about. The old ways promote the message, “Our needs first”; it is time, as the author enjoins, to “stop, pull up a chair, and listen.”