{"product_id":"content-marketing-for-nonprofits-9781118444023","title":"Content Marketing for Nonprofits","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eNonprofits are communicating more often and in more ways than ever before . . .but is anyone paying attention?\u003c\/p\u003e \u003cp\u003eIn her follow-up to The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause, Kivi Leroux Miller shows you how to design and implement a content marketing strategy that will attract people to your cause, rather than begging for their attention or interrupting them with your communications. Youll learn how to plan, create, share, and manage relevant and valuable content that inspires and motivates people to support your nonprofit in many different ways.\u003c\/p\u003e \u003cp\u003eInside:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eEye-opening look at how nonprofit marketing and fundraising is changing, and the perils of not quickly adapting\u003c\/li\u003e \u003cli\u003eUp-to-date guidance on communicating in a fast-paced, multichannel world\u003c\/li\u003e \u003cli\u003eHow to make big-picture strategic decisions about your content, followed by pragmatic and doable tactics on everything from editorial calendars to repurp\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword xxi\u003c\/p\u003e \u003cp\u003ePreface xxv\u003c\/p\u003e \u003cp\u003eWhat Is Content Marketing? xxv\u003c\/p\u003e \u003cp\u003eIt’s a Long Trek xxvi\u003c\/p\u003e \u003cp\u003eStop, Think, and Discuss xxvii\u003c\/p\u003e \u003cp\u003eAcknowledgments xxix\u003c\/p\u003e \u003cp\u003eAbout the Author xxxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One Finding a New Path: The Power of Content Marketing 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Hearing the Call of the Wild: The Case for Changing Your Communications Approach 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe End of the Target Audience 4\u003c\/p\u003e \u003cp\u003eParticipants, Supporters, and Influencers: Your PSIs 6\u003c\/p\u003e \u003cp\u003eSeismic Shifts Affecting Your Marketing Strategy 7\u003c\/p\u003e \u003cp\u003eMedia Shifts: More Channels, More Choices, More Power to Decide 7\u003c\/p\u003e \u003cp\u003eDemographic Shifts: The Four Generations of Your PSIs 13\u003c\/p\u003e \u003cp\u003eHow Each Generation Views Philanthropy 14\u003c\/p\u003e \u003cp\u003eHow Media and Demographic Shifts Affect Communications Choices 17\u003c\/p\u003e \u003cp\u003eWhy You Need to Respond to These Shifts 19\u003c\/p\u003e \u003cp\u003eThe Inner Angel–Inner Bookkeeper Problem 20\u003c\/p\u003e \u003cp\u003eWhy It Matters: Your PSIs Decide Relevance, Not You 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Understanding This Trek: How Content Marketing Is Different 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Theory of Change for Nonprofit Content Marketing 24\u003c\/p\u003e \u003cp\u003eHow to Stop Interrupting and Start Attracting 25\u003c\/p\u003e \u003cp\u003eHow Inbound and Outbound Communications Work Together 28\u003c\/p\u003e \u003cp\u003eCommunications at Volunteer Match before and after Content Marketing 28\u003c\/p\u003e \u003cp\u003eNonprofit Communications with and without a Content Strategy 30\u003c\/p\u003e \u003cp\u003eFocusing Less on Channels and More on Reactions 32\u003c\/p\u003e \u003cp\u003eExample: Remaking a Newsletter Using Content Marketing 33\u003c\/p\u003e \u003cp\u003eThe Power of Becoming a Favorite Nonprofit 35\u003c\/p\u003e \u003cp\u003eFinding Your Nonprofit’s Marketing Maturity Level 36\u003c\/p\u003e \u003cp\u003eWhy It Matters: Favorite Organizations Win 43\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Planting Your Flag at the Destination: Setting Content Marketing Goals and Measuring Progress 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Are You Communicating in the First Place? 46\u003c\/p\u003e \u003cp\u003eStarting Your Goals Discussion: The Relative\u003c\/p\u003e \u003cp\u003eImportance of Short-Term Fundraising 48\u003c\/p\u003e \u003cp\u003eFundraising Communicators versus Community or Brand-Building Communicators 58\u003c\/p\u003e \u003cp\u003eAligning Your Goals with What Defi nes Success 59\u003c\/p\u003e \u003cp\u003eMeasuring Content Marketing Progress: Are We There Yet? 62\u003c\/p\u003e \u003cp\u003eMeasuring Exposure versus Engagement 63\u003c\/p\u003e \u003cp\u003eFive Ways to Measure Marketing 64\u003c\/p\u003e \u003cp\u003eSetting SMART Objectives 68\u003c\/p\u003e \u003cp\u003eWhy It Matters: Goals Get You Moving 71\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two Who Will Go with You: Redefining Your Marketing Relationships 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Making Friends on the Trail: What Supporters, Participants, and Influencers Want from You 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy People Give, Volunteer, and Advocate 76\u003c\/p\u003e \u003cp\u003eWhat Supporters Want from You 80\u003c\/p\u003e \u003cp\u003eWhat Volunteers Want from You 82\u003c\/p\u003e \u003cp\u003eWhat Advocates Want from You 85\u003c\/p\u003e \u003cp\u003eWhat Influencers Want from You 87\u003c\/p\u003e \u003cp\u003eReaching Overlooked Program Participants 91\u003c\/p\u003e \u003cp\u003eHow Your Needs and Theirs Come Together 92\u003c\/p\u003e \u003cp\u003eLeaving Content Cairns for People at Different Stages 96\u003c\/p\u003e \u003cp\u003eWhy It Matters: They Are Your Partners, Not Your Audience 100\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Deciding on Your Trail Name: The Voice and Style You Want to Be Known For 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePicking Your Content Personality or Voice 102\u003c\/p\u003e \u003cp\u003eCustomizing Your Voice with Tone and Style 109\u003c\/p\u003e \u003cp\u003eTaking on Big, Serious Issues in a Funny Voice 111\u003c\/p\u003e \u003cp\u003eBringing Out Your Personality in Social Media 112\u003c\/p\u003e \u003cp\u003eNo Matter Your Personality, Add the Three G’s 113\u003c\/p\u003e \u003cp\u003eWhy It Matters: You Need Them to Recognize You 115\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Carrying the Load: How to Staff Your Content Marketing Strategy 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Role of the Nonprofit Communications Director 118\u003c\/p\u003e \u003cp\u003eHelping Staff Understand the Basics 120\u003c\/p\u003e \u003cp\u003eCreating a Culture Where Everyone Is a Marketer 122\u003c\/p\u003e \u003cp\u003eFacilitating a Board Retreat on Marketing 125\u003c\/p\u003e \u003cp\u003eAn Easy Way Others Can Help: Storytelling Stringers 127\u003c\/p\u003e \u003cp\u003eSupporting Your Team with a Marketing Bank 128\u003c\/p\u003e \u003cp\u003eCreative Briefs and Job Requests 133\u003c\/p\u003e \u003cp\u003eDealing with Resistance 136\u003c\/p\u003e \u003cp\u003eWhy It Matters: You Can’t Do It as Well Alone 137\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three Envision the Journey: Preparing Your Content Marketing Plan 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Mapping It Out: Sketching Out Your Big Picture Communications Timeline 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentifying Big Events and Milestones 142\u003c\/p\u003e \u003cp\u003eIdentifying Your Primary Calls to Action 143\u003c\/p\u003e \u003cp\u003eIdentifying Your Major Story Arcs 146\u003c\/p\u003e \u003cp\u003eThe Big Picture Communications Timeline for Lillian’s List 154\u003c\/p\u003e \u003cp\u003eWhy It Matters: You Have to Get Your Story Straight 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 What You’ll Talk About: Deciding on the Core Topics You Want to Be Known For 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDeveloping Your List of Core Topics or Themes 160\u003c\/p\u003e \u003cp\u003eThree Kinds of Content: Evergreens, Perennials, and Annual Color 161\u003c\/p\u003e \u003cp\u003eReliable Evergreens: Content with Staying Power 162\u003c\/p\u003e \u003cp\u003ePerennial Favorites: Long-Term Content You Actively Tend 168\u003c\/p\u003e \u003cp\u003eAnnual Color: Short-Term, Splashy Content 171\u003c\/p\u003e \u003cp\u003eCombining Your Priorities with Their Interests 171\u003c\/p\u003e \u003cp\u003ePutting Some Cheese Sauce on That Broccoli 173\u003c\/p\u003e \u003cp\u003eWhy It Matters: Good Conversation Requires Substance 174\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Building Your Itinerary: Designing Your Editorial Calendar and Adding Your Original Content to It\u003c\/b\u003e \u003cb\u003e177\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYou, the Media Mogul 178\u003c\/p\u003e \u003cp\u003eWhy You Need an Editorial Calendar 179\u003c\/p\u003e \u003cp\u003eFinding the Right Tracking Process 181\u003c\/p\u003e \u003cp\u003eOrganizing Your Editorial Calendar 183\u003c\/p\u003e \u003cp\u003eUsing Spreadsheets and Calendars Together 184\u003c\/p\u003e \u003cp\u003ePlanning Ahead: How Far Out Should You Look? 188\u003c\/p\u003e \u003cp\u003eLetting Your Editorial Calendar Evolve 189\u003c\/p\u003e \u003cp\u003ePlanning a Reasonable Amount of Content 190\u003c\/p\u003e \u003cp\u003eSelecting Communications Channels: The Big Six 193\u003c\/p\u003e \u003cp\u003eFinding the Right Frequency of Communications 196\u003c\/p\u003e \u003cp\u003eProducing Good Content Takes Time, So Choose Wisely 197\u003c\/p\u003e \u003cp\u003eStill Not Sure? Start Here 199\u003c\/p\u003e \u003cp\u003eHow Much to Map, How Much to Merge 199\u003c\/p\u003e \u003cp\u003eUsing Editorial Meetings for Final Calendar Decisions 200\u003c\/p\u003e \u003cp\u003eWhy It Matters: You Need a Dynamic Plan 202\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Conserving Energy on the Trail: Repurposing Your Original Content 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaking One-Third of Your Content Repurposed 204\u003c\/p\u003e \u003cp\u003eIt’s Not Cheating; It’s Media Mogul Genius 204\u003c\/p\u003e \u003cp\u003eDetermining What’s Ripe for Repurposing 206\u003c\/p\u003e \u003cp\u003eFive Favorite Ways to Repurpose Content 207\u003c\/p\u003e \u003cp\u003eSeventeen More Ways to Repurpose Your Content 213\u003c\/p\u003e \u003cp\u003eRepurposing Challenge: Getting More Mileage from an Awards Program 215\u003c\/p\u003e \u003cp\u003eUsing Technology to Reheat and Remix 217\u003c\/p\u003e \u003cp\u003eWhy It Matters: Repurposing Saves Lots of Time 217\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Handling Surprises along the Way: How to Merge in What You Can’t Plan 219\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreparing for Serendipity and Surprises 220\u003c\/p\u003e \u003cp\u003eLittle Bets: Getting Creative and Other Experiments 220\u003c\/p\u003e \u003cp\u003eLetting a Little Bet Grow into a Way of Life 224\u003c\/p\u003e \u003cp\u003eNewsjacking: Taking Advantage of the Headlines 224\u003c\/p\u003e \u003cp\u003eHow the Firelight Foundation Newsjacked the Facebook IPO 228\u003c\/p\u003e \u003cp\u003eCrisis Communications: Responding to Bad News 229\u003c\/p\u003e \u003cp\u003eWhy It Matters: You Really Can Predict the Unpredictable 232\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four Set Out on Your Trek: Implementing Your Content Marketing Strategy 233\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Living in the Moment: Create Relevant Content for Here and Now 235\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Six R’s: How to Be Relevant 236\u003c\/p\u003e \u003cp\u003eBringing the Six R’s Together 248\u003c\/p\u003e \u003cp\u003eWhy It Matters: We Pay Attention Only to What’s Relevant 251\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Your Swiss Army Knife: Reliable Nonprofit Content That Always Works 253\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEleven Favorite Types of Articles 253\u003c\/p\u003e \u003cp\u003eFocusing on Results 257\u003c\/p\u003e \u003cp\u003eGiving Your Supporters a Role in the Story 260\u003c\/p\u003e \u003cp\u003eTelling a Posthole Story 261\u003c\/p\u003e \u003cp\u003eDressing Up Your Dogs 262\u003c\/p\u003e \u003cp\u003eWriting the Headline First 264\u003c\/p\u003e \u003cp\u003eWhy It Matters: Don’t Struggle, Do What Works 266\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Foraging and Filtering: Curating Content Created by Others 267\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReasons to Shine a Light on the Good Work of Others 268\u003c\/p\u003e \u003cp\u003eFinding Content to Curate 270\u003c\/p\u003e \u003cp\u003eSharing Curated Content 273\u003c\/p\u003e \u003cp\u003eAlways Give Credit—You’re a Curator, Not a Thief! 274\u003c\/p\u003e \u003cp\u003eUsing Conversation as the Content, Both Created and Curated 275\u003c\/p\u003e \u003cp\u003eCurating User-Generated Content 275\u003c\/p\u003e \u003cp\u003eLessons on Curating User-Generated Content 278\u003c\/p\u003e \u003cp\u003eWhy It Matters: They Are Smarter Than You Are 279\u003c\/p\u003e \u003cp\u003e15 The Best Trail Mix Recipe Ever: Adding Metaphors and Humor to Your Communications 281\u003c\/p\u003e \u003cp\u003eWhy Nonprofits Need Metaphors 282\u003c\/p\u003e \u003cp\u003eComing Up with the Right Metaphor for Your Organization 284\u003c\/p\u003e \u003cp\u003eTwenty-Five Metaphors for Your Nonprofit 286\u003c\/p\u003e \u003cp\u003eTwelve Worn-Out Metaphors Your Nonprofit Should Avoid 289\u003c\/p\u003e \u003cp\u003eUsing Humor in Nonprofit Communications 290\u003c\/p\u003e \u003cp\u003eWhy Funny Works 292\u003c\/p\u003e \u003cp\u003eConnecting with Humor 293\u003c\/p\u003e \u003cp\u003eWhy It Matters: Creativity Pays Off with Greater Engagement 295\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 High Tech on the Trail: How Technology Helps You Implement Your Content Marketing Strategy\u003c\/b\u003e \u003cb\u003e297\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Right Technology Is Part of Your Staffing Strategy 297\u003c\/p\u003e \u003cp\u003eSome of My Favorite Tech Tools 302\u003c\/p\u003e \u003cp\u003eWhy It Matters: They Expect a Good Experience 303\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Five The Right Provisions for the Journey: What You Need to Know about the Channels You\u003c\/b\u003e \u003cb\u003eChoose 305\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Websites 307\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s Different about This Communications Channel 307\u003c\/p\u003e \u003cp\u003eSeven Ways to Make Your Content Work Here 308\u003c\/p\u003e \u003cp\u003eSeven Mistakes to Avoid 309\u003c\/p\u003e \u003cp\u003eFive Great Examples to Learn From 310\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 Blogs 313\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s Different about This Communications Channel 313\u003c\/p\u003e \u003cp\u003eSeven Ways to Make Your Content Work Here 313\u003c\/p\u003e \u003cp\u003eSeven Mistakes to Avoid 315\u003c\/p\u003e \u003cp\u003eFive Great Examples to Learn From 316\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 Email 317\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s Different about This Communications Channel 317\u003c\/p\u003e \u003cp\u003eSeven Ways to Make Your Content Work Here 317\u003c\/p\u003e \u003cp\u003eSeven Mistakes to Avoid 319\u003c\/p\u003e \u003cp\u003eFive Great Examples to Learn From 320\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 Print Newsletters 323\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s Different about This Communications Channel 323\u003c\/p\u003e \u003cp\u003eSeven Ways to Make Your Content Work Here 323\u003c\/p\u003e \u003cp\u003eSeven Mistakes to Avoid 324\u003c\/p\u003e \u003cp\u003eFive Great Examples to Learn From 326\u003c\/p\u003e \u003cp\u003e\u003cb\u003e21 Facebook 329\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s Different about This Communications Channel 329\u003c\/p\u003e \u003cp\u003eSeven Ways to Make Your Content Work Here 330\u003c\/p\u003e \u003cp\u003eSeven Mistakes to Avoid 330\u003c\/p\u003e \u003cp\u003eFive Great Examples to Learn From 331\u003c\/p\u003e \u003cp\u003e\u003cb\u003e22 Twitter 333\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s Different about This Communications Channel 333\u003c\/p\u003e \u003cp\u003eSeven Ways to Make Your Content Work Here 333\u003c\/p\u003e \u003cp\u003eSeven Mistakes to Avoid 335\u003c\/p\u003e \u003cp\u003eFive Great Examples to Learn From 336\u003c\/p\u003e \u003cp\u003e\u003cb\u003e23 Google+ 337\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s Different about This Communications Channel 337\u003c\/p\u003e \u003cp\u003eSeven Ways to Make Your Content Work Here 338\u003c\/p\u003e \u003cp\u003eSeven Mistakes to Avoid 339\u003c\/p\u003e \u003cp\u003eFive Great Examples to Learn From 339\u003c\/p\u003e \u003cp\u003e\u003cb\u003e24 Video 341\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s Different about This Communications Channel 341\u003c\/p\u003e \u003cp\u003eSeven Ways to Make Your Content Work Here 342\u003c\/p\u003e \u003cp\u003eSeven Mistakes to Avoid 343\u003c\/p\u003e \u003cp\u003eFive Great Examples to Learn From 344\u003c\/p\u003e \u003cp\u003e\u003cb\u003e25 Images 345\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s Different about This Communications Channel 345\u003c\/p\u003e \u003cp\u003eSeven Ways to Make Your Content Work Here 345\u003c\/p\u003e \u003cp\u003eSeven Mistakes to Avoid 346\u003c\/p\u003e \u003cp\u003eFive Great Examples to Learn From 347\u003c\/p\u003e \u003cp\u003eContents xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003e26 Pinterest 351\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s Different about This Communications Channel 351\u003c\/p\u003e \u003cp\u003eSeven Ways to Make Your Content Work Here 352\u003c\/p\u003e \u003cp\u003eSeven Mistakes to Avoid 353\u003c\/p\u003e \u003cp\u003eFive Great Examples to Learn From 354\u003c\/p\u003e \u003cp\u003e\u003cb\u003e27 Mobile Devices 357\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s Different about This Communications Channel 357\u003c\/p\u003e \u003cp\u003eSeven Ways to Make Your Content Work Here 357\u003c\/p\u003e \u003cp\u003eSeven Mistakes to Avoid 359\u003c\/p\u003e \u003cp\u003eFive Great Examples to Learn From 360\u003c\/p\u003e \u003cp\u003eConclusion: Don’t Go If You Won’t Have Fun 363\u003c\/p\u003e \u003cp\u003eNonprofits Included in This Book 365\u003c\/p\u003e \u003cp\u003eReferences 369\u003c\/p\u003e \u003cp\u003eIndex 377\u003c\/p\u003e \u003cp\u003e\u003cb\u003eFigures and Tables\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eFigures\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1.1 Distribution of New Donors by Age in Two Origin Channels: 2010 Medians 19\u003c\/p\u003e \u003cp\u003e2.1 Theory of Change for Nonprofit Marketing 25\u003c\/p\u003e \u003cp\u003e3.1 How Nonprofit Communicators Describe Their Positions and Goals 47\u003c\/p\u003e \u003cp\u003e3.2 Average Total Donations by Age Group 50\u003c\/p\u003e \u003cp\u003e3.3 Number of People in the United States Aged Fifty-Five to Eighty-Five, 2000–2050, by Generation 51\u003c\/p\u003e \u003cp\u003e3.4 Donor Pools by Generation 53\u003c\/p\u003e \u003cp\u003e3.5 Volunteer Rates by Age Group, 1974–2010 54\u003c\/p\u003e \u003cp\u003e3.6 Most Important Goals for Nonprofit Communications Strategies in 2013 56\u003c\/p\u003e \u003cp\u003e3.7 Ranking Acquisition versus Retention among the Top Three Goals 60\u003c\/p\u003e \u003cp\u003e4.1 What Motivates People to Get Involved in a Social Issue or Cause? 79\u003c\/p\u003e \u003cp\u003e4.2 Engagement Pyramid 93\u003c\/p\u003e \u003cp\u003e7.1 Big Picture Communications Timeline 142\u003c\/p\u003e \u003cp\u003e7.2 Big Picture Communications Timeline: Events out of Your Control 144\u003c\/p\u003e \u003cp\u003e7.3 Big Picture Communications Timeline: Events within Your Control 144\u003c\/p\u003e \u003cp\u003e7.4 Big Picture Communications Timeline: Main Calls to Action 147\u003c\/p\u003e \u003cp\u003e7.5 Big Picture Communications Timeline: Story Arcs 152\u003c\/p\u003e \u003cp\u003e7.6 Lillian’s List Timeline 155\u003c\/p\u003e \u003cp\u003e8.1 Big Picture Communications Timeline: Core Topics by Content Category 163\u003c\/p\u003e \u003cp\u003e8.2 Big Picture Communications Timeline: Core Topics by Content Category and Time of Year 170\u003c\/p\u003e \u003cp\u003e9.1 Content Plan Spreadsheet Page for Nonprofit Marketing Guide 185\u003c\/p\u003e \u003cp\u003e9.2 Editorial Calendar for Nonprofit Marketing Guide 187\u003c\/p\u003e \u003cp\u003e9.3 How Nonprofits Ranked Communications Channels in 2013 193\u003c\/p\u003e \u003cp\u003e9.4 Very Important Communication Channels for Nonprofits with Large and Small Budgets 195\u003c\/p\u003e \u003cp\u003e9.5 Types of Content Nonprofits Expect to Produce in 2013 198\u003c\/p\u003e \u003cp\u003e11.1 Life of a News Story 225\u003c\/p\u003e \u003cp\u003e11.2 How to Newsjack 227\u003c\/p\u003e \u003cp\u003e12.1 Washington Humane Society ’s Hurricane Sandy Email 249\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTables\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1.1 Generations by Birth Year 14\u003c\/p\u003e \u003cp\u003e1.2 How Each Generation Relates to Nonprofits 15\u003c\/p\u003e \u003cp\u003e2.1 Nonprofit Communications with and without a Content Marketing Strategy 31\u003c\/p\u003e \u003cp\u003e3.1 Most Popular Goal Combinations for Nonprofit Communicators in 2013 57\u003c\/p\u003e \u003cp\u003e8.1 Tabby Cat Rescuers Core Topics by Content Category 164\u003c\/p\u003e \u003cp\u003e9.1 Sample Editorial Calendar for a Monthly Email Newsletter 181\u003c\/p\u003e \u003cp\u003e9.2 Relative Importance of Communications Channels to Nonprofits 194\u003c\/p\u003e \u003cp\u003e10.1 The Archie Bray Foundation’s Email Open and Click Rate, December 27, 2011 208\u003c\/p\u003e \u003cp\u003e10.2 The Archie Bray Foundation ’s Email Open and Click Rate, November 8, 2012 210\u003c\/p\u003e \u003cp\u003e10.3 The Archie Bray Foundation ’s Email Open and Click Rate, December 12–13, 2012 211\u003c\/p\u003e \u003cp\u003e10.4 The Archie Bray Foundation ’s Email Open and Click Rate, December 31, 2012 211\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default 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