The Nonprofit Marketing Guide : High-Impact, Low-Cost Ways to Build Support for Your Good Cause
by Kivi Leroux Miller; Foreword by: Katya AndresenFormat: eBook
Pub. Date: 2010-05-01
Publisher(s): Jossey-Bass
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Summary
A nonprofit's real-world survival guide and nitty-gritty how-to handbookThis down-to-earth book shows how to hack through the bewildering jungle of marketing options and miles-long to-do lists to clear a marketing path that's right for your organization, no matter how understaffed or underfunded. You'll see how to shape a marketing program that starts from where you are now and grows with your organization, using smart and savvy communications techniques, both offline and online. Combining big-picture management and strategic decision-making with reader-friendly tips for implementing a marketing program day in and day out, this book provides a simple yet powerful framework for building support for your organization's mission and programs. *Includes cost-effective strategies and proven tactics for nonprofits *An ideal resource for thriving during challenging times *Fast, friendly, and realistic advice to help you navigate the day-by-day demands of any nonprofitWritten by one of the leading sources of how-to info and can-do inspiration for small and medium-sized nonprofit organizations, Kivi Leroux Miller is,among other things, a communication consultant and trainer, and president of EcoScribe Communications and Nonprofit Marketing Guide.com.
Table of Contents
| Foreword | |
| Preface: Why I Wrote This Book | |
| Acknowledgments | |
| The Author | |
| Introduction: How to Use This Book | |
| Getting Ready to Do It Right | |
| Ten New Realities for Nonprofits | |
| Marketing Is Not a Dirty Word-Nor Is Communications or Public Relations | |
| There Is No Such Thing as the General Public | |
| You Need to Build Your Own Media Empire | |
| All Generations-Including Seniors-Are Online | |
| Nonprofit Communicators Are Transforming into Community Organizers | |
| Personal and Organizational Personalities, or Brands, Are Blending | |
| Good Nonprofit Marketing Takes More Time Than Money | |
| You've Already Lost Control of Your Message-Stop Pretending Otherwise | |
| Marketing Is Not Fundraising, but It Is Essential to It | |
| Old-Fashioned Basics Still Work Best, Even Online | |
| Conclusion: Try Boldly, and Try Again | |
| Nonprofi t Marketing Plans in Theory-and in the Real World | |
| The Real Defi nition of Marketing | |
| The Five Ps of Social Marketing | |
| Elements of a Comprehensive Nonprofi t Marketing Plan | |
| Nonprofi t 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 | |
| Listen to the World Around You | |
| Watch and Listen | |
| Convene Informal Focus Groups | |
| Conduct Online Surveys | |
| Analyze Your Web and Email Statistics | |
| Review Media Kits and Advertising | |
| Watch for Relevant Polling and Survey Data | |
| Monitor Online Mentions and Social Media Conversations | |
| Follow Specifi c People and Sources Online | |
| What to Do with What You Learn | |
| Conclusion: Never Stop Listening | |
| Writing a Quick-and-Dirty Marketing Plan for a Specifi c Program | |
| Define Your Audiences: Who Do You Want to Reach? | |
| Recognize That You Have Multiple Audiences | |
| Segment Your Target Audience into Groups | |
| Example: Defi ning One Segment of a Target Audience | |
| Use Personas to More Clearly Describe Your Groups | |
| Example: Creating Specifi c Personas Within a Segmented Group | |
| Avoid Cultural Stereotypes | |
| Watch for Gatekeepers and Create Personas for Them, Too | |
| Conclusion: Don't Jump Ahead to Tactics | |
| 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 | |
| Create Messages That Appeal to Your Target Audience | |
| Example: Matching Messages to Personas' Values | |
| Conclusion: Even the Relief Workers Want to Save the Darfur Puppy | |
| Deliver Your Message: How and Where Are You Going to Say It? | |
| Package Your Message into Words | |
| Support Your Words with Images | |
| Select the Best Communications Channels for Your Audience | |
| Use Multiple Channels to Reinforce Your Message | |
| Put Your Message Where Your Audience 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 | |
| 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 Nonprofi t Marketing Story | |
| Find Fresh Story Ideas | |
| Interview Your Supporters for Profi les and Stories | |
| Protect the Privacy of the People in Your Stories | |
| Incorporate Stories into Your Communications | |
| Conclusion: Stories Are a Nonprofi t's Goldmine | |
| Building a Community of Supporters Around You | |
| Make It Easy to Find You and to Connect with Your Cause | |
| Create a Visible and Accessible Home Base | |
| Be Where People Are Searching for Organizations Like Yours | |
| Get Your Website in Good Shape | |
| Improve Your Search Engine Rankings | |
| Establish Your Social Media Presence | |
| Give New Contacts Multiple Options for Staying in Touch | |
| Grow Your Email List | |
| Grow Your List of RSS Subscribers | |
| Grow Your List of Friends and Followers | |
| Stay Consistent: Branding Your Nonprofit | |
| Conclusion: Don't Let Potential Supporters Slip Away | |
| 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 Profi le as an Expert Source | |
| How to Pitch Your Story to the Media | |
| Who Is the Expert? You or the Organization? | |
| Conclusion: Create Something New and Share It | |
| Stay in Touch with Your Community of Supporters | |
| Think of Your Organization as a Media Mogul | |
| Strive for Shorter, More Frequent Communications in Multiple Places | |
| Consider the Gifting Model of Nonprofi t Communications | |
| Pull It All Together with a Content Creation Strategy | |
| Create an Editorial Calendar | |
| Engage in Conversations Online | |
| Consider Your Social Media Policy | |
| Conclusion: Conversation Does Pay Off | |
| Adopt an Attitude of Gratitude | |
| The "What I Got When I Gave" Experiment | |
| Donors Are Testing Nonprofi ts, and Nonprofi ts Are Failing | |
| Improve Your Thank-You Notes in Six Steps | |
| Publish an Annual Report | |
| Conclusion: Stop Making Excuses; Make the Time Instead | |
| Empower Your Fans to Build More Support for You | |
| Identify Your Wallfl owers, Buddies, and Fans | |
| What Makes Someone a Fan? | |
| Give Your Biggest Fans the Personal Touch | |
| Build Up Your Social Capital | |
| Be Clear About the Best Ways for People to Help | |
| Encourage Your Fans to Friendraise | |
| Encourage Your Fans to Microfundraise | |
| Approach New Friends of Friends | |
| Empower Your Biggest Fans: Lessons from the Obama Campaign | |
| Conclusion: Give and You Shall Receive | |
| Doing It Yourself Without Doing Yourself In | |
| Find the Time: Get More Done in Fewer Hours | |
| Keep Up with Best Practices, Big Brains, and Cool Kids | |
| Get Fear out of the Way | |
| Avoid the Social Media Time Sink | |
| Organize What You'll Need Again and Again | |
| Track, Test, and Do What Works | |
| Conclusion: Give Yourself a Break | |
| Find the Talent: Keep Learning and Get Good Help | |
| Everyone on Staff Is a Marketer (Like It or Not) | |
| Build Your Own Skills | |
| 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 | |
| Find the Treasure: Market Your Good Cause on a Tight Budget | |
| Marketing Triage: Focus in and Forget the Rest | |
| Go Casual and Friendly | |
| Shift Your Marketing from Print to Pixels | |
| Switching from a Print Newsletter to an Email Newsletter | |
| How to Make Your Remaining Print Marketing More Affordable | |
| Where to Spend Your Limited Dollars and Where to Scrimp | |
| Funding Your Nonprofi t Marketing Program | |
| Conclusion: Zero Communications Budget = Zero Sustainability | |
| Conclusion: How Do You Know Whether You Are Doing a Good Job? | |
| Notes | |
| Glossary of Online Marketing Terms | |
| Accessing the Companion Website | |
| Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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