{"product_id":"the-nonprofit-marketing-guide-9781119771036","title":"The Nonprofit Marketing Guide","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePreface: The Story Behind This Book xv\u003c\/p\u003e \u003cp\u003eIntroduction: How to Use This Book xix\u003c\/p\u003e \u003cp\u003eLooking for More? xxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One Getting Ready to Do It Right 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter One 10 Realities of Nonprofit Marketing 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReality 1: Marketing Effectiveness Depends on a Confident, Skilled Professional 3\u003c\/p\u003e \u003cp\u003eReality 2: Marketing Effectiveness Depends on a Supportive Organizational Culture 4\u003c\/p\u003e \u003cp\u003eReality 3: There Will Always Be Too Much to Do 4\u003c\/p\u003e \u003cp\u003eReality 4: There is No Such Thing as the General Public 5\u003c\/p\u003e \u003cp\u003eReality 5: You Need to Manage Your Own Media Empire 5\u003c\/p\u003e \u003cp\u003eReality 6: Nonprofit Marketing is a Form of Community Organizing 6\u003c\/p\u003e \u003cp\u003eReality 7: Personal and Organizational Brands Often Blend 6\u003c\/p\u003e \u003cp\u003eReality 8: Good Nonprofit Marketing Takes More Time Than Money 7\u003c\/p\u003e \u003cp\u003eReality 9: You’ve Already Lost Control of Your Message – Stop Pretending Otherwise 7\u003c\/p\u003e \u003cp\u003eReality 10: Marketing is Not Fundraising, but It is Essential to It 8\u003c\/p\u003e \u003cp\u003eConclusion: Try Boldly, and Try Again 8\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Two Defining Marketing in the Nonprofit Sector 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Official Definition of Marketing 12\u003c\/p\u003e \u003cp\u003eIs This Work Called \u003ci\u003eMarketing \u003c\/i\u003eor \u003ci\u003eCommunications \u003c\/i\u003eor Something Else? 14\u003c\/p\u003e \u003cp\u003eA More Meaningful Distinction: Marketing for Fundraising or for Community Engagement 15\u003c\/p\u003e \u003cp\u003eThe Most Common Nonprofit Marketing Goals 17\u003c\/p\u003e \u003cp\u003eThe Most Common Nonprofit Marketing Strategies 18\u003c\/p\u003e \u003cp\u003eThe Most Common Nonprofit Marketing Objectives 21\u003c\/p\u003e \u003cp\u003eThe Most Common Nonprofit Marketing Tactics 24\u003c\/p\u003e \u003cp\u003eConclusion: If You Can Name It, You Can Own It 26\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Three Nonprofit Marketing Plans in Theory – and in the Real World 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Goes in a Marketing Strategy 28\u003c\/p\u003e \u003cp\u003eWhat Goes in a Communications Plan 32\u003c\/p\u003e \u003cp\u003eNonprofit Marketing the Quick-and-Dirty Way 37\u003c\/p\u003e \u003cp\u003eExample: The American Red Cross’s “Do More Than Cross Your Fingers” Campaign 37\u003c\/p\u003e \u003cp\u003eConclusion: Always Think Before You Speak 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Four How Nonprofits Increase Their Marketing Effectiveness Over Time 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLevel One – Beginner 42\u003c\/p\u003e \u003cp\u003eLevel Two – Capable 42\u003c\/p\u003e \u003cp\u003eLevel Three – Skilled 43\u003c\/p\u003e \u003cp\u003eLevel Four – Advanced 43\u003c\/p\u003e \u003cp\u003eLevel Five – Expert 44\u003c\/p\u003e \u003cp\u003eHow Much Planning is Taking Place 44\u003c\/p\u003e \u003cp\u003eHow Well Permission-Based Marketing is Managed 45\u003c\/p\u003e \u003cp\u003eHow Well Content Marketing is Managed 45\u003c\/p\u003e \u003cp\u003eHow Well Organizational Culture Supports Marketing 46\u003c\/p\u003e \u003cp\u003eConclusion: Give It Time and Put in the Work 47\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Five Do Your Homework: Listen to the World Around You 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWatch and Listen 50\u003c\/p\u003e \u003cp\u003eConvene Informal Focus Groups 51\u003c\/p\u003e \u003cp\u003eConduct Online Surveys 53\u003c\/p\u003e \u003cp\u003eAnalyze Your Website, Email, and Social Media Statistics 54\u003c\/p\u003e \u003cp\u003eReview Media Kits and Advertising 55\u003c\/p\u003e \u003cp\u003eWatch for Relevant Polling and Survey Data 55\u003c\/p\u003e \u003cp\u003eFind Conversations via Keywords and Hashtags 55\u003c\/p\u003e \u003cp\u003eWhat to Do with What You Learn 56\u003c\/p\u003e \u003cp\u003eConclusion: Never Stop Listening 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two Answering the Three Most Important Nonprofit Marketing Questions 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Six Define Your Community: Who Do You Want to Reach? 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn Marketing, There’s No Such Thing as the General Public 64\u003c\/p\u003e \u003cp\u003eRecognize That You Are Communicating with Multiple Groups of People 65\u003c\/p\u003e \u003cp\u003eSegment Your Community into Groups 66\u003c\/p\u003e \u003cp\u003eUse Personas, Empathy Maps, and Journeys to More Clearly Describe Your Groups 68\u003c\/p\u003e \u003cp\u003eAvoid Cultural Stereotypes 71\u003c\/p\u003e \u003cp\u003eWatch for Gatekeepers and Create Personas for Them, Too 71\u003c\/p\u003e \u003cp\u003eExample: Creating Specific Personas Within a Segmented Group 72\u003c\/p\u003e \u003cp\u003eExample: Matching Volunteers with the Right Opportunities 74\u003c\/p\u003e \u003cp\u003eConclusion: Don’t Jump Ahead to Tactics 74\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Seven Create a Powerful Message: What Do You Want to Say? 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Power of One Over Many 78\u003c\/p\u003e \u003cp\u003eThe Power of Emotional Content 79\u003c\/p\u003e \u003cp\u003eThe Power of Personal Identity 81\u003c\/p\u003e \u003cp\u003eThe Power of Logic, Reason, and Statistics 83\u003c\/p\u003e \u003cp\u003eThe Power of a Clear Call to Action 85\u003c\/p\u003e \u003cp\u003eChoosing Messages That Appeal to Your Target Community 86\u003c\/p\u003e \u003cp\u003eExample: Matching Messages to Personas’ Values 87\u003c\/p\u003e \u003cp\u003eConclusion: Even the Relief Workers Want to Save the Darfur Puppy 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Eight Spread Your Message Further by Telling Great Stories 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdd “Storyteller” to Your Job Description 92\u003c\/p\u003e \u003cp\u003eTell Stories with the Challenge Plot 93\u003c\/p\u003e \u003cp\u003eTell Stories with the Creativity Plot 95\u003c\/p\u003e \u003cp\u003eTell Stories with the Connection Plot 96\u003c\/p\u003e \u003cp\u003eUse the Six Qualities of a Good Nonprofit Marketing Story 97\u003c\/p\u003e \u003cp\u003eFind Fresh Story Ideas 98\u003c\/p\u003e \u003cp\u003eInterview Your Supporters for Profiles and Stories 100\u003c\/p\u003e \u003cp\u003eProtect the Privacy of the People in Your Stories 102\u003c\/p\u003e \u003cp\u003eIncorporate Stories into Your Communications 102\u003c\/p\u003e \u003cp\u003eConclusion: Stories Are a Nonprofit’s Gold Mine 104\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Nine Adopt an Attitude of Gratitude 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDonors Are Testing Nonprofits, and Nonprofits Are Failing 106\u003c\/p\u003e \u003cp\u003eImprove Your Thank-You Notes in Six Steps 108\u003c\/p\u003e \u003cp\u003eCreate Thank-You Videos 111\u003c\/p\u003e \u003cp\u003ePublish a Short Annual Report 112\u003c\/p\u003e \u003cp\u003eConclusion: Stop Making Excuses; Make the Time Instead 114\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Ten Deliver Your Message: How and Where Are You Going to Say It? 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Seven Writing Styles for Nonprofit Communicators 116\u003c\/p\u003e \u003cp\u003eSupport Your Words with Images 118\u003c\/p\u003e \u003cp\u003eSelect the Best Communications Channels for Your Community 119\u003c\/p\u003e \u003cp\u003eUse Multiple Channels to Reinforce Your Message 121\u003c\/p\u003e \u003cp\u003ePut Your Message Where Your Community is Already Going 123\u003c\/p\u003e \u003cp\u003eExample: Selecting Channels to Reach Volunteers 123\u003c\/p\u003e \u003cp\u003eConvince Your Supporters to Open Your Email 125\u003c\/p\u003e \u003cp\u003eConclusion: Find the Right Mix and Give It Time to Work 127\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three Building a Community of Supporters Around You 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Eleven Make It Easy to Find You and to Connect with Your Cause 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBe Where People Are Searching for Organizations Like Yours 132\u003c\/p\u003e \u003cp\u003eCreate a Visible and Accessible Home Base 133\u003c\/p\u003e \u003cp\u003eGive New Contacts Multiple Options for Staying in Touch 133\u003c\/p\u003e \u003cp\u003eKeep Your Website in Good Shape 134\u003c\/p\u003e \u003cp\u003eImprove Your Search Engine Rankings 137\u003c\/p\u003e \u003cp\u003eShould Your Website Include a Blog? 138\u003c\/p\u003e \u003cp\u003eGrow Your Email List 140\u003c\/p\u003e \u003cp\u003eBuild Your Social Media Presence 141\u003c\/p\u003e \u003cp\u003eConclusion: Don’t Let Potential Supporters Slip Away 142\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Twelve Become an Expert Source for the Media and Decision Makers 143\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Some Groups Get the Call and Others Don’t 144\u003c\/p\u003e \u003cp\u003eThe Five Qualities of a Good Expert Source 145\u003c\/p\u003e \u003cp\u003eSeven Strategies to Raise Your Profile as an Expert Source 149\u003c\/p\u003e \u003cp\u003eHow to Pitch Your Story to the Media 152\u003c\/p\u003e \u003cp\u003eBe Ready to Newsjack 154\u003c\/p\u003e \u003cp\u003eWho is the Expert? You or the Organization? 156\u003c\/p\u003e \u003cp\u003eConclusion: Create Something New and Share It 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Thirteen Build Engagement: Stay in Touch and Keep the Conversation Going 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIs Your Content Like a Good Gift or a Bad Gift? 161\u003c\/p\u003e \u003cp\u003eStrive for Shorter, More Frequent Communications in Multiple Places 163\u003c\/p\u003e \u003cp\u003eRemember to Repurpose Your Content 165\u003c\/p\u003e \u003cp\u003eImprove Your Social Media Engagement 166\u003c\/p\u003e \u003cp\u003eThe Email Engagement Crisis 168\u003c\/p\u003e \u003cp\u003eConclusion: Conversation Does Pay Off 170\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Fourteen Empower Your Fans to Build More Support 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentify Your Wallflowers, Buddies, and Fans 173\u003c\/p\u003e \u003cp\u003eWhat Makes Someone a Fan? 174\u003c\/p\u003e \u003cp\u003eGive Your Biggest Fans the Personal Touch 175\u003c\/p\u003e \u003cp\u003eEncourage Word-of-Mouth Marketing and Referrals 177\u003c\/p\u003e \u003cp\u003eBe Clear About the Best Ways for People to Help 179\u003c\/p\u003e \u003cp\u003eEncourage Your Fans to Friendraise 179\u003c\/p\u003e \u003cp\u003eEncourage Your Fans to Fundraise 180\u003c\/p\u003e \u003cp\u003eApproach New Friends of Friends 181\u003c\/p\u003e \u003cp\u003eConclusion: Build Your Social Capital 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four Doing It Yourself Without Doing Yourself In 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Fifteen Find the Talent: Keep Learning and Get Good Help 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuild Your Own Skills 188\u003c\/p\u003e \u003cp\u003eEveryone on Staff is a Marketer (Like It or Not) 191\u003c\/p\u003e \u003cp\u003eDelegate Marketing Tasks to Others 192\u003c\/p\u003e \u003cp\u003eEmpower Volunteers So They’ll Come Back Again 193\u003c\/p\u003e \u003cp\u003eHire Consultants and Freelancers 194\u003c\/p\u003e \u003cp\u003eConclusion: Know When You Need Help – And Ask for It 196\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Sixteen Find the Treasure: Market Your Good Cause on a Tight Budget 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketing Triage: Focus In and Forget the Rest 199\u003c\/p\u003e \u003cp\u003eGo Casual and Friendly 200\u003c\/p\u003e \u003cp\u003eHow to Make Your Print Marketing More Affordable 202\u003c\/p\u003e \u003cp\u003eWhere to Spend Your Limited Dollars and Where to Scrimp 203\u003c\/p\u003e \u003cp\u003eFunding Your Nonprofit Marketing Program 205\u003c\/p\u003e \u003cp\u003eConclusion: Zero Communications Budget = Zero Sustainability 205\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Seventeen Find the Time: Get More Done in Fewer Hours 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStay CALM not BUSY 207\u003c\/p\u003e \u003cp\u003eKeep Up with Best Practices, Big Brains, and Cool Kids 209\u003c\/p\u003e \u003cp\u003eGet Fear out of the Way 210\u003c\/p\u003e \u003cp\u003eOrganize What You’ll Need Again and Again 211\u003c\/p\u003e \u003cp\u003eConclusion: Give Yourself a Break 214\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Eighteen Conclusion: How Do You Know Whether You Are Doing a Good Job? 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNotes 217\u003c\/p\u003e \u003cp\u003eGlossary of Online Marketing Terms 221\u003c\/p\u003e \u003cp\u003eAcknowledgments 225\u003c\/p\u003e \u003cp\u003eThe Author 227\u003c\/p\u003e \u003cp\u003eIndex 229\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407146557783,"sku":"9781119771036","price":24.79,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119771036.jpg?v=1730498331","url":"https:\/\/bookcurl.com\/products\/the-nonprofit-marketing-guide-9781119771036","provider":"Book Curl","version":"1.0","type":"link"}