The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause, 2nd Edition
- Length: 272 pages
- Edition: 2
- Language: English
- Publisher: Wiley
- Publication Date: 2021-03-23
- ISBN-10: 111977103X
- ISBN-13: 9781119771036
- Sales Rank: #161122 (See Top 100 Books)
Grow your nonprofit with tried and tested online and offline marketing techniques
In the newly revised second edition of The Nonprofit Marketing Guide, CEO and founder of Nonprofit Marketing Guide LLC, Kivi Leroux Miller, delivers a step-by-step walkthrough of how to create an online and offline marketing program that will grow and scale with your organization.
Written with the benefit of the author’s ten years of survey data from thousands of nonprofits and experience coaching hundreds of communications pros on nonprofit marketing, the book offers practical and cost-effective strategies you can implement immediately. You’ll discover:
- How to create realistic marketing strategies and communications plans for nonprofits of any size
- How to build and engage of community of supporters around your organization
- How to create and deliver powerful messaging that inspires action
- Bonus templates and worksheets in an online workbook for readers
Whether you have any marketing or communications experience of not, The Nonprofit Marketing Guide will also earn a place in the libraries of all stakeholders in nonprofits who seek ways to help their organization grow organically.
Cover Title Page Copyright Page Contents Preface: The Story Behind This Book Introduction: How to UseThis Book Looking for More? Part One Getting Ready to Do It Right Chapter 1 10 Realities of Nonprofit Marketing Reality 1: Marketing Effectiveness Depends on a Confident, Skilled Professional Reality 2: Marketing Effectiveness Depends on a Supportive Organizational Culture Reality 3: There Will Always Be Too Much to Do Reality 4: There Is No Such Thing as the General Public Reality 5: You Need to Manage Your Own Media Empire Reality 6: Nonprofit Marketing Is a Form of Community Organizing Reality 7: Personal and Organizational Brands Often Blend Reality 8: Good Nonprofit Marketing Takes More Time Than Money Reality 9: You’ve Already Lost Control of Your Message – Stop Pretending Otherwise Reality 10: Marketing Is Not Fundraising, but It Is Essential to It Conclusion: Try Boldly, and Try Again Chapter 2 Defining Marketing in the Nonprofit Sector The Official Definition of Marketing Is This Work Called Marketing or Communications or Something Else? A More Meaningful Distinction: Marketing for Fundraising or for Community Engagement The Most Common Nonprofit Marketing Goals The Most Common Nonprofit Marketing Strategies The Most Common Nonprofit Marketing Objectives The Most Common Nonprofit Marketing Tactics Conclusion: If You Can Name It, You Can Own It Chapter 3 Nonprofit Marketing Plans in Theory – and in the Real World What Goes in a Marketing Strategy What Goes in a Communications Plan Nonprofit Marketing the Quick-and-Dirty Way Example: The American Red Cross’s “Do More Than Cross Your Fingers” Campaign Conclusion: Always Think Before You Speak Chapter 4 How Nonprofits Increase Their Marketing Effectiveness Over Time Level One – Beginner Level Two – Capable Level Three – Skilled Level Four – Advanced Level Five – Expert How Much Planning Is Taking Place How Well Permission-Based Marketing Is Managed How Well Content Marketing Is Managed How Well Organizational Culture Supports Marketing Conclusion: Give It Time and Put in the Work Chapter 5 Do Your Homework: Listen to the World Around You Watch and Listen Convene Informal Focus Groups Conduct Online Surveys Analyze Your Website, Email, and Social Media Statistics Review Media Kits and Advertising Watch for Relevant Polling and Survey Data Find Conversations via Keywords and Hashtags What to Do with What You Learn Conclusion: Never Stop Listening Part Two Answering the Three Most Important Nonprofit Marketing Questions Chapter 6 Define Your Community: Who Do You Want to Reach? In Marketing, There’s No Such Thing as the General Public Recognize That You Are Communicating with Multiple Groups of People Segment Your Community into Groups Use Personas, Empathy Maps, and Journeys to More Clearly Describe Your Groups Avoid Cultural Stereotypes Watch for Gatekeepers and Create Personas for Them, Too Example: Creating Specific Personas Within a Segmented Group Example: Matching Volunteers with the Right Opportunities Conclusion: Don’t Jump Ahead to Tactics Chapter 7 Create a Powerful Message: What Do You Want to Say? The Power of One Over Many The Power of Emotional Content The Power of Personal Identity The Power of Logic, Reason, and Statistics The Power of a Clear Call to Action Choosing Messages That Appeal to Your Target Community Example: Matching Messages to Personas’ Values Conclusion: Even the Relief Workers Want to Save the Darfur Puppy Chapter 8 Spread Your Message Further by Telling Great Stories Add “Storyteller” to Your Job Description Tell Stories with the Challenge Plot Tell Stories with the Creativity Plot Tell Stories with the Connection Plot Use the Six Qualities of a Good Nonprofit Marketing Story Find Fresh Story Ideas Interview Your Supporters for Profiles and Stories Protect the Privacy of the People in Your Stories Incorporate Stories into Your Communications Conclusion: Stories Are a Nonprofit’s Gold Mine Chapter 9 Adopt an Attitude of Gratitude Donors Are Testing Nonprofits, and Nonprofits Are Failing Improve Your Thank-You Notes in Six Steps Create Thank-you Videos Publish a Short Annual Report Conclusion: Stop Making Excuses; Make the Time Instead Chapter 10 Deliver Your Message: How and Where Are You Going to Say It? The Seven Writing Styles for Nonprofit Communicators Support Your Words with Images Select the Best Communications Channels for Your Community Use Multiple Channels to Reinforce Your Message Put Your Message Where Your Community Is Already Going Example: Selecting Channels to Reach Volunteers Convince Your Supporters to Open Your Email Conclusion: Find the Right Mix and Give It Time to Work Part Three Building a Community of Supporters Around You Chapter 11 Make It Easy to Find You and to Connect with Your C Be Where People Are Searching for Organizations Like Yours Create a Visible and Accessible Home Base Give New Contacts Multiple Options for Staying in Touch Keep Your Website in Good Shape Improve Your Search Engine Rankings Should Your Website Include a Blog? Grow Your Email List Build Your Social Media Presence Conclusion: Don’t Let Potential Supporters Slip Away Chapter 12 Become an Expert Source for the Media and Decision Makers Why Some Groups Get the Call and Others Don’t The Five Qualities of a Good Expert Source Seven Strategies to Raise Your Profile as an Expert Source How to Pitch Your Story to the Media Be Ready to Newsjack Who Is the Expert? You or the Organization? Conclusion: Create Something New and Share It Chapter 13 Build Engagement: Stay in Touch and Keep the Conversation Going Is Your Content Like a Good Gift or a Bad Gift? Strive for Shorter, More Frequent Communications in Multiple Places Remember to Repurpose Your Content Improve Your Social Media Engagement The Email Engagement Crisis Conclusion: Conversation Does Pay Off Chapter 14 Empower Your Fans to Build More Support Identify Your Wallflowers, Buddies, and Fans What Makes Someone a Fan? Give Your Biggest Fans the Personal Touch Encourage Word-of-Mouth Marketing and Referrals Be Clear About the Best Ways for People to Help Encourage Your Fans to Friendraise Encourage Your Fans to Fundraise Approach New Friends of Friends Conclusion: Build Your Social Capital Part Four Doing It Yourself Without Doing Yourself In Chapter 15 Find the Talent: Keep Learning and Get Good Help Build Your Own Skills Everyone on Staff Is a Marketer (Like It or Not) Delegate Marketing Tasks to Others Empower Volunteers So They’ll Come Back Again Hire Consultants and Freelancers Conclusion: Know When You Need Help – And Ask for It Chapter 16 Find the Treasure: Market Your Good Cause on a Tight Budget Marketing Triage: Focus In and Forget the Rest Go Casual and Friendly How to Make Your Print Marketing More Affordable Where to Spend Your Limited Dollars and Where to Scrimp Funding Your Nonprofit Marketing Program Conclusion: Zero Communications Budget = Zero Sustainability Chapter 17 Find the Time: Get More Done in Fewer Hours Stay CALM not BUSY Keep Up with Best Practices, Big Brains, and Cool Kids Get Fear out of the Way Organize What You’ll Need Again and Again Conclusion: Give Yourself a Break Chapter 18 Conclusion: How Do You Know Whether You Are Doing a Good Job? Notes Glossary of Online Marketing Terms Acknowledgments The Author Index EULA
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