Kivi Leroux Miller

The Nonprofit Marketing Guide

High-Impact, Low-Cost Ways to Build Support for Your Good Cause

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Wiley / Wiley & Sons
• Artikelnr. des Verlages: 1W119771030
• 2. Aufl.
• Seitenzahl: 272
• Erscheinungstermin: 3. Juni 2021
• Englisch
• Abmessung: 254mm x 264mm x 27mm
• Gewicht: 414g
• ISBN-13: 9781119771036
• ISBN-10: 111977103X
• Artikelnr.: 60009700

Autorenporträt

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

Conclusion: Don't Jump Ahea