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035 (MiAaPQ)EBC533975
035 (Au-PeEL)EBL533975
035 (CaPaEBR)ebr10388353
035 (CaONFJC)MIL268835
035 (OCoLC)630544659
040 MiAaPQ|beng|erda|epn|cMiAaPQ|dMiAaPQ
050 4 HF5415 -- .L474 2010eb
082 0 658.8
100 1 Andresen, Katya
245 14 The Nonprofit Marketing Guide :|bHigh-Impact, Low-Cost
Ways to Build Support for Your Good Cause
250 1st ed
264 1 Hoboken :|bJohn Wiley & Sons, Incorporated,|c2010
264 4 |c©2010
300 1 online resource (259 pages)
336 text|btxt|2rdacontent
337 computer|bc|2rdamedia
338 online resource|bcr|2rdacarrier
490 1 The Jossey-Bass Nonprofit Guidebook Ser. ;|vv.10
505 0 The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways
to Build Support for Your Good Cause -- Contents --
Foreword -- Preface: Why I Wrote This Book --
Acknowledgments -- The Author -- Introduction: How To Use
This Book -- Part One: Getting Ready to Do It Right --
Chapter One: Ten New Realities for Nonprofits -- REALITY 1
: MARKETING IS NOT A DIRTY WORD-NOR IS COMMUNICATIONS OR
PUBLIC RELATIONS -- REALITY 2: THERE IS NO SUCH THING AS
THE GENERAL PUBLIC -- REALITY 3: YOU NEED TO BUILD YOUR
OWN MEDIA EMPIRE -- REALITY 4: ALL GENERATIONS-INCLUDING
SENIORS-ARE ONLINE -- REALITY 5: NONPROFIT COMMUNICATORS
ARE TRANSFORMING INTO COMMUNITY ORGANIZERS -- REALITY 6:
PERSONAL AND ORGANIZATIONAL PERSONALITIES, OR BRANDS, ARE
BLENDING -- REALITY 7: GOOD NONPROFIT MARKETING TAKES MORE
TIME THAN MONEY -- REALITY 8: YOU'VE ALREADY LOST CONTROL
OF YOUR MESSAGE-STOP PRETENDING OTHERWISE -- REALITY 9:
MARKETING IS NOT FUNDRAISING, BUT IT IS ESSENTIAL TO IT --
REALITY 10: OLD-FASHIONED BASICS STILL WORK BEST, EVEN
ONLINE -- CONCLUSION: TRY BOLDLY, AND TRY AGAIN -- Chapter
Two: Nonprofit Marketing Plans in Theory-and in the Real
World -- THE REAL DEFINITION OF MARKETING -- THE FIVE PS
OF SOCIAL MARKETING -- ELEMENTS OF A COMPREHENSIVE
NONPROFIT MARKETING 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 Three: 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
-- UNFAMILIAR WITH SOME OF THE TERMS IN THIS CHAPTER? --
FOLLOW SPECIFIC PEOPLE AND SOURCES ONLINE -- WHAT TO DO
WITH WHAT YOU LEARN
505 8 CONCLUSION: NEVER STOP LISTENING -- Part Two: Writing a
Quick-and-Dirty Marketing Plan for a Specific Program --
Chapter Four: Define Your Audiences: Who Do You Want to
Reach? -- RECOGNIZE THAT YOU HAVE MULTIPLE AUDIENCES --
SEGMENT YOUR TARGET AUDIENCE INTO GROUPS -- EXAMPLE:
DEFINING ONE SEGMENT OF A TARGET AUDIENCE -- USE PERSONAS
TO MORE CLEARLY DESCRIBE YOUR GROUPS -- EXAMPLE: CREATING
SPECIFIC PERSONAS WITHIN A SEGMENTED GROUP -- AVOID
CULTURAL STEREOTYPES -- WATCH FOR GATEKEEPERS AND CREATE
PERSONAS FOR THEM, TOO -- CONCLUSION: DON'T JUMP AHEAD TO
TACTICS -- Chapter Five: 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 -- Chapter
Six: 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 -- Chapter Seven: 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
505 8 PROTECT THE PRIVACY OF THE PEOPLE IN YOUR STORIES --
INCORPORATE STORIES INTO YOUR COMMUNICATIONS -- CONCLUSION
: STORIES ARE A NONPROFIT'S GOLDMINE -- Part Three:
Building a Community of Supporters Around You -- Chapter
Eight: 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 -- Chapter Nine: 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 -- WHO IS THE EXPERT? YOU OR THE
ORGANIZATION? -- CONCLUSION: CREATE SOMETHING NEW AND
SHARE IT -- Chapter Ten: 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
NONPROFIT 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 --
Chapter Eleven: Adopt an Attitude of Gratitude -- THE
"WHAT I GOT WHEN I GAVE" EXPERIMENT -- DONORS ARE TESTING
NONPROFITS, AND NONPROFITS ARE FAILING -- IMPROVE YOUR
THANK-YOU NOTES IN SIX STEPS -- PUBLISH AN ANNUAL REPORT -
- CONCLUSION: STOP MAKING EXCUSES -- MAKE THE TIME INSTEAD
505 8 Chapter Twelve: Empower Your Fans to Build More Support
for You -- IDENTIFY YOUR WALLFLOWERS, 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 -- Part Four:
Doing It Yourself Without Doing Yourself In -- Chapter
Thirteen: 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 -- UNFAMILIAR WITH SOME OF THE
TERMS IN THIS CHAPTER? -- 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 -- Chapter Fourteen: 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 -- Chapter Fifteen:
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 NONPROFIT
MARKETING PROGRAM -- CONCLUSION: ZERO COMMUNICATIONS
BUDGET = ZERO SUSTAINABILITY -- Chapter Sixteen:
Conclusion: How Do You Know Whether You Are Doing a Good
Job? -- Notes -- Glossary of Online Marketing Terms --
Accessing the Companion Website
505 8 Index
520 A nonprofit's real-world survival guide and nitty-gritty
how-to handbook This 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 nonprofit Written 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
588 Description based on publisher supplied metadata and other
sources
590 Electronic reproduction. Ann Arbor, Michigan : ProQuest
Ebook Central, 2020. Available via World Wide Web. Access
may be limited to ProQuest Ebook Central affiliated
libraries
650 0 Nonprofit organizations -- Marketing.;Marketing
655 4 Electronic books
700 1 Leroux Miller, Kivi
700 1 Leroux Miller, Kivi
776 08 |iPrint version:|aAndresen, Katya|tThe Nonprofit Marketing
Guide : High-Impact, Low-Cost Ways to Build Support for
Your Good Cause|dHoboken : John Wiley & Sons, Incorporated,
c2010|z9780470539651
830 4 The Jossey-Bass Nonprofit Guidebook Ser
856 40 |uhttps://ebookcentral.proquest.com/lib/sinciatw/
detail.action?docID=533975|zClick to View
