Efnisyfirlit

• COVER
• TITLE PAGE
• COPYRIGHT
• DEDICATION
• PREFACE: THE STORY BEHIND THIS BOOK
• INTRODUCTION: HOW TO USE THIS BOOK
• LOOKING FOR MORE?
• PART ONE: Getting Ready to Do It Right
  • chapter ONE: 10 Realities of Nonprofit Marketing
    • REALITY 1: MARKETING EFFECTIVENESS DEPENDS ON A CONFIDENT, SKILLED PROFESSIONAL
    • REALITY 2: MARKETING EFFECTIVENESS DEPENDS ON A SUPPORTIVE ORGANIZATIONAL CULTURE
    • REALITY 3: THERE WILL ALWAYS BE TOO MUCH TO DO
    • REALITY 4: THERE IS NO SUCH THING AS THE GENERAL PUBLIC
    • REALITY 5: YOU NEED TO MANAGE YOUR OWN MEDIA EMPIRE
    • REALITY 6: NONPROFIT MARKETING IS A FORM OF COMMUNITY ORGANIZING
    • REALITY 7: PERSONAL AND ORGANIZATIONAL BRANDS OFTEN BLEND
    • REALITY 8: GOOD NONPROFIT MARKETING TAKES MORE TIME THAN MONEY
    • REALITY 9: YOU'VE ALREADY LOST CONTROL OF YOUR MESSAGE – STOP PRETENDING OTHERWISE
    • REALITY 10: MARKETING IS NOT FUNDRAISING, BUT IT IS ESSENTIAL TO IT
    • CONCLUSION: TRY BOLDLY, AND TRY AGAIN
  • chapter TWO: Defining Marketing in the Nonprofit Sector
    • THE OFFICIAL DEFINITION OF MARKETING
    • IS THIS WORK CALLED MARKETING OR COMMUNICATIONS OR SOMETHING ELSE?
    • A MORE MEANINGFUL DISTINCTION: MARKETING FOR FUNDRAISING OR FOR COMMUNITY ENGAGEMENT
    • THE MOST COMMON NONPROFIT MARKETING GOALS
    • THE MOST COMMON NONPROFIT MARKETING STRATEGIES
    • THE MOST COMMON NONPROFIT MARKETING OBJECTIVES
    • THE MOST COMMON NONPROFIT MARKETING TACTICS
    • CONCLUSION: IF YOU CAN NAME IT, YOU CAN OWN IT
    • NOTE
  • chapter THREE: Nonprofit Marketing Plans in Theory – and in the Real World
    • WHAT GOES IN A MARKETING STRATEGY
    • WHAT GOES IN A COMMUNICATIONS 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
    • NOTE
  • chapter FOUR: How Nonprofits Increase Their Marketing Effectiveness Over Time
    • LEVEL ONE – BEGINNER
    • LEVEL TWO – CAPABLE
    • LEVEL THREE – SKILLED
    • LEVEL FOUR – ADVANCED
    • LEVEL FIVE – EXPERT
    • HOW MUCH PLANNING IS TAKING PLACE
    • HOW WELL PERMISSION-BASED MARKETING IS MANAGED
    • HOW WELL CONTENT MARKETING IS MANAGED
    • HOW WELL ORGANIZATIONAL CULTURE SUPPORTS MARKETING
    • CONCLUSION: GIVE IT TIME AND PUT IN THE WORK
  • chapter FIVE: Do Your Homework: Listen to the World Around You
    • WATCH AND LISTEN
    • CONVENE INFORMAL FOCUS GROUPS
    • CONDUCT ONLINE SURVEYS
    • ANALYZE YOUR WEBSITE, EMAIL, AND SOCIAL MEDIA STATISTICS
    • REVIEW MEDIA KITS AND ADVERTISING
    • WATCH FOR RELEVANT POLLING AND SURVEY DATA
    • FIND CONVERSATIONS VIA KEYWORDS AND HASHTAGS
    • WHAT TO DO WITH WHAT YOU LEARN
    • CONCLUSION: NEVER STOP LISTENING
• PART TWO: Answering the Three Most Important Nonprofit Marketing Questions
  • chapter SIX: Define Your Community: Who Do You Want to Reach?
    • IN MARKETING, THERE'S NO SUCH THING AS THE GENERAL PUBLIC
    • RECOGNIZE THAT YOU ARE COMMUNICATING WITH MULTIPLE GROUPS OF PEOPLE
    • SEGMENT YOUR COMMUNITY INTO GROUPS
    • USE PERSONAS, EMPATHY MAPS, AND JOURNEYS TO MORE CLEARLY DESCRIBE YOUR GROUPS
    • AVOID CULTURAL STEREOTYPES
    • WATCH FOR GATEKEEPERS AND CREATE PERSONAS FOR THEM, TOO
    • EXAMPLE: CREATING SPECIFIC PERSONAS WITHIN A SEGMENTED GROUP
    • EXAMPLE: MATCHING VOLUNTEERS WITH THE RIGHT OPPORTUNITIES
    • CONCLUSION: DON'T JUMP AHEAD TO TACTICS
    • NOTE
  • chapter SEVEN: 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
    • CHOOSING MESSAGES THAT APPEAL TO YOUR TARGET COMMUNITY
    • EXAMPLE: MATCHING MESSAGES TO PERSONAS’ VALUES
    • CONCLUSION: EVEN THE RELIEF WORKERS WANT TO SAVE THE DARFUR PUPPY
    • NOTES
  • chapter EIGHT: 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
    • PROTECT THE PRIVACY OF THE PEOPLE IN YOUR STORIES
    • INCORPORATE STORIES INTO YOUR COMMUNICATIONS
    • CONCLUSION: STORIES ARE A NONPROFIT'S GOLD MINE
    • NOTE
  • chapter NINE: Adopt an Attitude of Gratitude
    • DONORS ARE TESTING NONPROFITS, AND NONPROFITS ARE FAILING
    • IMPROVE YOUR THANK-YOU NOTES IN SIX STEPS
    • CREATE THANK-YOU VIDEOS
    • PUBLISH A SHORT ANNUAL REPORT
    • CONCLUSION: STOP MAKING EXCUSES; MAKE THE TIME INSTEAD
    • NOTE
  • chapter TEN: Deliver Your Message: How and Where Are You Going to Say It?
    • THE SEVEN WRITING STYLES FOR NONPROFIT COMMUNICATORS
    • SUPPORT YOUR WORDS WITH IMAGES
    • SELECT THE BEST COMMUNICATIONS CHANNELS FOR YOUR COMMUNITY
    • USE MULTIPLE CHANNELS TO REINFORCE YOUR MESSAGE
    • PUT YOUR MESSAGE WHERE YOUR COMMUNITY 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
• PART THREE: Building a Community of Supporters Around You
  • chapter ELEVEN: Make It Easy to Find You and to Connect with Your Cause
    • BE WHERE PEOPLE ARE SEARCHING FOR ORGANIZATIONS LIKE YOURS
    • CREATE A VISIBLE AND ACCESSIBLE HOME BASE
    • GIVE NEW CONTACTS MULTIPLE OPTIONS FOR STAYING IN TOUCH
    • KEEP YOUR WEBSITE IN GOOD SHAPE
    • IMPROVE YOUR SEARCH ENGINE RANKINGS
    • SHOULD YOUR WEBSITE INCLUDE A BLOG?
    • GROW YOUR EMAIL LIST
    • BUILD YOUR SOCIAL MEDIA PRESENCE
    • CONCLUSION: DON'T LET POTENTIAL SUPPORTERS SLIP AWAY
  • chapter TWELVE: 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
    • BE READY TO NEWSJACK
    • WHO IS THE EXPERT? YOU OR THE ORGANIZATION?
    • CONCLUSION: CREATE SOMETHING NEW AND SHARE IT
    • NOTES
  • chapter THIRTEEN: Build Engagement: Stay in Touch and Keep the Conversation Going
    • IS YOUR CONTENT LIKE A GOOD GIFT OR A BAD GIFT?
    • STRIVE FOR SHORTER, MORE FREQUENT COMMUNICATIONS IN MULTIPLE PLACES
    • REMEMBER TO REPURPOSE YOUR CONTENT
    • IMPROVE YOUR SOCIAL MEDIA ENGAGEMENT
    • THE EMAIL ENGAGEMENT CRISIS
    • CONCLUSION: CONVERSATION DOES PAY OFF
    • NOTES
  • chapter FOURTEEN: Empower Your Fans to Build More Support
    • IDENTIFY YOUR WALLFLOWERS, BUDDIES, AND FANS
    • WHAT MAKES SOMEONE A FAN?
    • GIVE YOUR BIGGEST FANS THE PERSONAL TOUCH
    • ENCOURAGE WORD-OF-MOUTH MARKETING AND REFERRALS
    • BE CLEAR ABOUT THE BEST WAYS FOR PEOPLE TO HELP
    • ENCOURAGE YOUR FANS TO FRIENDRAISE
    • ENCOURAGE YOUR FANS TO FUNDRAISE
    • APPROACH NEW FRIENDS OF FRIENDS
    • CONCLUSION: BUILD YOUR SOCIAL CAPITAL
    • NOTES
• PART FOUR: Doing It Yourself Without Doing Yourself In
  • chapter FIFTEEN: Find the Talent: Keep Learning and Get Good Help
    • BUILD YOUR OWN SKILLS
    • EVERYONE ON STAFF IS A MARKETER (LIKE IT OR NOT)
    • 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 SIXTEEN: Find the Treasure: Market Your Good Cause on a Tight Budget
    • MARKETING TRIAGE: FOCUS IN AND FORGET THE REST
    • GO CASUAL AND FRIENDLY
    • HOW TO MAKE YOUR 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 SEVENTEEN: Find the Time: Get More Done in Fewer Hours
    • STAY CALM NOT BUSY
    • KEEP UP WITH BEST PRACTICES, BIG BRAINS, AND COOL KIDS
    • GET FEAR OUT OF THE WAY
    • ORGANIZE WHAT YOU'LL NEED AGAIN AND AGAIN
    • CONCLUSION: GIVE YOURSELF A BREAK
    • NOTE
  • chapter EIGHTEEN: Conclusion: How Do You Know Whether You Are Doing a Good Job?
• GLOSSARY OF ONLINE MARKETING TERMS
• ACKNOWLEDGMENTS
• THE AUTHOR
• INDEX
• END USER LICENSE AGREEMENT

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