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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…mehr
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.
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KIVI LEROUX MILLER is the founder and CEO of Nonprofit Marketing Guide LLC, which helps nonprofit communicators learn their jobs, love their work, and lead their teams. She is also a highly rated keynote, workshop, and webinar presenter and a certified executive coach.
Inhaltsangabe
Preface: The Story Behind This Book xv
Introduction: How to Use This Book xix
Looking for More? xxi
Part One Getting Ready to Do It Right 1
Chapter One 10 Realities of Nonprofit Marketing 3
Reality 1: Marketing Effectiveness Depends on a Confident, Skilled Professional 3
Reality 2: Marketing Effectiveness Depends on a Supportive Organizational Culture 4
Reality 3: There Will Always Be Too Much to Do 4
Reality 4: There is No Such Thing as the General Public 5
Reality 5: You Need to Manage Your Own Media Empire 5
Reality 6: Nonprofit Marketing is a Form of Community Organizing 6
Reality 7: Personal and Organizational Brands Often Blend 6
Reality 8: Good Nonprofit Marketing Takes More Time Than Money 7
Reality 9: You've Already Lost Control of Your Message - Stop Pretending Otherwise 7
Reality 10: Marketing is Not Fundraising, but It is Essential to It 8
Conclusion: Try Boldly, and Try Again 8
Chapter Two Defining Marketing in the Nonprofit Sector 11
The Official Definition of Marketing 12
Is This Work Called Marketing or Communications or Something Else? 14
A More Meaningful Distinction: Marketing for Fundraising or for Community Engagement 15
The Most Common Nonprofit Marketing Goals 17
The Most Common Nonprofit Marketing Strategies 18
The Most Common Nonprofit Marketing Objectives 21
The Most Common Nonprofit Marketing Tactics 24
Conclusion: If You Can Name It, You Can Own It 26
Chapter Three Nonprofit Marketing Plans in Theory - and in the Real World 27
What Goes in a Marketing Strategy 28
What Goes in a Communications Plan 32
Nonprofit Marketing the Quick-and-Dirty Way 37
Example: The American Red Cross's "Do More Than Cross Your Fingers" Campaign 37
Conclusion: Always Think Before You Speak 40
Chapter Four How Nonprofits Increase Their Marketing Effectiveness Over Time 41
Level One - Beginner 42
Level Two - Capable 42
Level Three - Skilled 43
Level Four - Advanced 43
Level Five - Expert 44
How Much Planning is Taking Place 44
How Well Permission-Based Marketing is Managed 45
How Well Content Marketing is Managed 45
How Well Organizational Culture Supports Marketing 46
Conclusion: Give It Time and Put in the Work 47
Chapter Five Do Your Homework: Listen to the World Around You 49
Watch and Listen 50
Convene Informal Focus Groups 51
Conduct Online Surveys 53
Analyze Your Website, Email, and Social Media Statistics 54
Review Media Kits and Advertising 55
Watch for Relevant Polling and Survey Data 55
Find Conversations via Keywords and Hashtags 55
What to Do with What You Learn 56
Conclusion: Never Stop Listening 59
Part Two Answering the Three Most Important Nonprofit Marketing Questions 61
Chapter Six Define Your Community: Who Do You Want to Reach? 63
In Marketing, There's No Such Thing as the General Public 64
Recognize That You Are Communicating with Multiple Groups of People 65
Segment Your Community into Groups 66
Use Personas, Empathy Maps, and Journeys to More Clearly Describe Your Groups 68
Avoid Cultural Stereotypes 71
Watch for Gatekeepers and Create Personas for Them, Too 71
Example: Creating Specific Personas Within a Segmented Group 72
Example: Matching Volunteers with the Right Opportunities 74
