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Nonprofits face many difficulties when branding. Some of these are unique as the value proposition for a nonprofit is unique to that sector. It is a social exchange with an intangible, higher-order reward as its value proposition. The key issues are values and vision, trust and transparency, organisational culture and structure.

In terms of effectiveness and efficiency, it's hard to go past good ol' Google AdWords. Google prides itself on creating positive and relevant user experiences for those using its powerful...