LEADER 00000nam a22005293i 4500 
001    EBC533975 
003    MiAaPQ 
005    20200713055144.0 
006    m     o  d |       
007    cr cnu|||||||| 
008    200713s2010    xx      o     ||||0 eng d 
020    9780470619834|q(electronic bk.) 
020    |z9780470539651 
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