According to Interbrand, It's Not Enough to Just Do Good, Now You Need to Have a Brand to Make It as a Nonprofit.

Business Editors

NEW YORK--(BUSINESS WIRE)--May 2, 2000

(...and all the cash sloshing around doesn't make it

easier to raise money)

Media coverage of dot-com billionaires endowing their own foundations obscures the fact that succeeding in the not-for-profit world has never been tougher, according to branding experts at Interbrand - and not just in fundraising.

John Grace, Executive Director of Interbrand, the world's leading branding consultancy, and Alvin Schechter, Chairman of the Interbrand Foundation, can address:

-- Why some not-for-profits are turning to the same branding

techniques used by large corporations - and how that creates

fundraising winners and losers.

-- Why many not-for-profits are hopeless at branding - and how it

hurts them at all levels, from recruiting volunteers to

fundraising.

-- How successful not-for-profit brands create an emotional

relationship with their audiences - and how that effectively

differentiates them from other organizations competing for

time, money and attention.

Grace and Schechter can also talk about:

-- Why most not-for-profits have not capitalized on the

Internet's potential.

-- The role of branding in fundraising.

-- How to revive faded not-for-profit brands.

Interbrand Group (www.interbrand.com) is the world's leading brand consultancy. Clients include such global brands as Lucent Technologies, BMW, British Airways, Canon, PricewaterhouseCoopers, MCI Worldcom and Fatbrain.com. It has also designed brand management programs for such not-for-profit organizations such as UNICEF, National Children's Alliance, Focus on Food (UK) and Oxfam (UK). Interbrand has 25 offices in 19 countries.