{"product_id":"the-nonprofit-marketing-guide-isbn-9781119771036","title":"The Nonprofit Marketing Guide","description":"\u003cp\u003e\u003cb\u003eGrow your nonprofit with tried and tested online and offline marketing techniques \u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn the newly revised second edition of \u003ci\u003eThe Nonprofit Marketing Guide,\u003c\/i\u003e 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. \u003c\/p\u003e \u003cp\u003eWritten 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: \u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow to create realistic marketing strategies and communications plans for nonprofits of any size \u003c\/li\u003e \u003cli\u003eHow to build and engage of community of supporters around your organization \u003c\/li\u003e \u003cli\u003eHow to create and deliver powerful messaging that inspires action  \u003c\/li\u003e \u003cli\u003eBonus templates and worksheets in an online workbook for readers \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e Whether you have any marketing or communications experience of not, \u003ci\u003eThe Nonprofit Marketing Guide\u003c\/i\u003e will also earn a place in the libraries of all stakeholders in nonprofits who seek ways to help their organization grow organically. \u003c\/p\u003e \u003cp\u003ePreface: The Story Behind This Book xv\u003c\/p\u003e \u003cp\u003eIntroduction: How to Use This Book xix\u003c\/p\u003e \u003cp\u003eLooking for More? xxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One Getting Ready to Do It Right 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter One 10 Realities of Nonprofit Marketing 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReality 1: Marketing Effectiveness Depends on a Confident, Skilled Professional 3\u003c\/p\u003e \u003cp\u003eReality 2: Marketing Effectiveness Depends on a Supportive Organizational Culture 4\u003c\/p\u003e \u003cp\u003eReality 3: There Will Always Be Too Much to Do 4\u003c\/p\u003e \u003cp\u003eReality 4: There is No Such Thing as the General Public 5\u003c\/p\u003e \u003cp\u003eReality 5: You Need to Manage Your Own Media Empire 5\u003c\/p\u003e \u003cp\u003eReality 6: Nonprofit Marketing is a Form of Community Organizing 6\u003c\/p\u003e \u003cp\u003eReality 7: Personal and Organizational Brands Often Blend 6\u003c\/p\u003e \u003cp\u003eReality 8: Good Nonprofit Marketing Takes More Time Than Money 7\u003c\/p\u003e \u003cp\u003eReality 9: You’ve Already Lost Control of Your Message – Stop Pretending Otherwise 7\u003c\/p\u003e \u003cp\u003eReality 10: Marketing is Not Fundraising, but It is Essential to It 8\u003c\/p\u003e \u003cp\u003eConclusion: Try Boldly, and Try Again 8\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Two Defining Marketing in the Nonprofit Sector 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Official Definition of Marketing 12\u003c\/p\u003e \u003cp\u003eIs This Work Called \u003ci\u003eMarketing \u003c\/i\u003eor \u003ci\u003eCommunications \u003c\/i\u003eor Something Else? 14\u003c\/p\u003e \u003cp\u003eA More Meaningful Distinction: Marketing for Fundraising or for Community Engagement 15\u003c\/p\u003e \u003cp\u003eThe Most Common Nonprofit Marketing Goals 17\u003c\/p\u003e \u003cp\u003eThe Most Common Nonprofit Marketing Strategies 18\u003c\/p\u003e \u003cp\u003eThe Most Common Nonprofit Marketing Objectives 21\u003c\/p\u003e \u003cp\u003eThe Most Common Nonprofit Marketing Tactics 24\u003c\/p\u003e \u003cp\u003eConclusion: If You Can Name It, You Can Own It 26\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Three Nonprofit Marketing Plans in Theory – and in the Real World 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Goes in a Marketing Strategy 28\u003c\/p\u003e \u003cp\u003eWhat Goes in a Communications Plan 32\u003c\/p\u003e \u003cp\u003eNonprofit Marketing the Quick-and-Dirty Way 37\u003c\/p\u003e \u003cp\u003eExample: The American Red Cross’s “Do More Than Cross Your Fingers” Campaign 37\u003c\/p\u003e \u003cp\u003eConclusion: Always Think Before You Speak 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Four How Nonprofits Increase Their Marketing Effectiveness Over Time 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLevel One – Beginner 42\u003c\/p\u003e \u003cp\u003eLevel Two – Capable 42\u003c\/p\u003e \u003cp\u003eLevel Three – Skilled 43\u003c\/p\u003e \u003cp\u003eLevel Four – Advanced 43\u003c\/p\u003e \u003cp\u003eLevel Five – Expert 44\u003c\/p\u003e \u003cp\u003eHow Much Planning is Taking Place 44\u003c\/p\u003e \u003cp\u003eHow Well Permission-Based Marketing is Managed 45\u003c\/p\u003e \u003cp\u003eHow Well Content Marketing is Managed 45\u003c\/p\u003e \u003cp\u003eHow Well Organizational Culture Supports Marketing 46\u003c\/p\u003e \u003cp\u003eConclusion: Give It Time and Put in the Work 47\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Five Do Your Homework: Listen to the World Around You 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWatch and Listen 50\u003c\/p\u003e \u003cp\u003eConvene Informal Focus Groups 51\u003c\/p\u003e \u003cp\u003eConduct Online Surveys 53\u003c\/p\u003e \u003cp\u003eAnalyze Your Website, Email, and Social Media Statistics 54\u003c\/p\u003e \u003cp\u003eReview Media Kits and Advertising 55\u003c\/p\u003e \u003cp\u003eWatch for Relevant Polling and Survey Data 55\u003c\/p\u003e \u003cp\u003eFind Conversations via Keywords and Hashtags 55\u003c\/p\u003e \u003cp\u003eWhat to Do with What You Learn 56\u003c\/p\u003e \u003cp\u003eConclusion: Never Stop Listening 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two Answering the Three Most Important Nonprofit Marketing Questions 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Six Define Your Community: Who Do You Want to Reach? 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn Marketing, There’s No Such Thing as the General Public 64\u003c\/p\u003e \u003cp\u003eRecognize That You Are Communicating with Multiple Groups of People 65\u003c\/p\u003e \u003cp\u003eSegment Your Community into Groups 66\u003c\/p\u003e \u003cp\u003eUse Personas, Empathy Maps, and Journeys to More Clearly Describe Your Groups 68\u003c\/p\u003e \u003cp\u003eAvoid Cultural Stereotypes 71\u003c\/p\u003e \u003cp\u003eWatch for Gatekeepers and Create Personas for Them, Too 71\u003c\/p\u003e \u003cp\u003eExample: Creating Specific Personas Within a Segmented Group 72\u003c\/p\u003e \u003cp\u003eExample: Matching Volunteers with the Right Opportunities 74\u003c\/p\u003e \u003cp\u003eConclusion: Don’t Jump Ahead to Tactics 74\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Seven Create a Powerful Message: What Do You Want to Say? 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Power of One Over Many 78\u003c\/p\u003e \u003cp\u003eThe Power of Emotional Content 79\u003c\/p\u003e \u003cp\u003eThe Power of Personal Identity 81\u003c\/p\u003e \u003cp\u003eThe Power of Logic, Reason, and Statistics 83\u003c\/p\u003e \u003cp\u003eThe Power of a Clear Call to Action 85\u003c\/p\u003e \u003cp\u003eChoosing Messages That Appeal to Your Target Community 86\u003c\/p\u003e \u003cp\u003eExample: Matching Messages to Personas’ Values 87\u003c\/p\u003e \u003cp\u003eConclusion: Even the Relief Workers Want to Save the Darfur Puppy 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Eight Spread Your Message Further by Telling Great Stories 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdd “Storyteller” to Your Job Description 92\u003c\/p\u003e \u003cp\u003eTell Stories with the Challenge Plot 93\u003c\/p\u003e \u003cp\u003eTell Stories with the Creativity Plot 95\u003c\/p\u003e \u003cp\u003eTell Stories with the Connection Plot 96\u003c\/p\u003e \u003cp\u003eUse the Six Qualities of a Good Nonprofit Marketing Story 97\u003c\/p\u003e \u003cp\u003eFind Fresh Story Ideas 98\u003c\/p\u003e \u003cp\u003eInterview Your Supporters for Profiles and Stories 100\u003c\/p\u003e \u003cp\u003eProtect the Privacy of the People in Your Stories 102\u003c\/p\u003e \u003cp\u003eIncorporate Stories into Your Communications 102\u003c\/p\u003e \u003cp\u003eConclusion: Stories Are a Nonprofit’s Gold Mine 104\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Nine Adopt an Attitude of Gratitude 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDonors Are Testing Nonprofits, and Nonprofits Are Failing 106\u003c\/p\u003e \u003cp\u003eImprove Your Thank-You Notes in Six Steps 108\u003c\/p\u003e \u003cp\u003eCreate Thank-You Videos 111\u003c\/p\u003e \u003cp\u003ePublish a Short Annual Report 112\u003c\/p\u003e \u003cp\u003eConclusion: Stop Making Excuses; Make the Time Instead 114\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Ten Deliver Your Message: How and Where Are You Going to Say It? 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Seven Writing Styles for Nonprofit Communicators 116\u003c\/p\u003e \u003cp\u003eSupport Your Words with Images 118\u003c\/p\u003e \u003cp\u003eSelect the Best Communications Channels for Your Community 119\u003c\/p\u003e \u003cp\u003eUse Multiple Channels to Reinforce Your Message 121\u003c\/p\u003e \u003cp\u003ePut Your Message Where Your Community is Already Going 123\u003c\/p\u003e \u003cp\u003eExample: Selecting Channels to Reach Volunteers 123\u003c\/p\u003e \u003cp\u003eConvince Your Supporters to Open Your Email 125\u003c\/p\u003e \u003cp\u003eConclusion: Find the Right Mix and Give It Time to Work 127\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three Building a Community of Supporters Around You 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Eleven Make It Easy to Find You and to Connect with Your Cause 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBe Where People Are Searching for Organizations Like Yours 132\u003c\/p\u003e \u003cp\u003eCreate a Visible and Accessible Home Base 133\u003c\/p\u003e \u003cp\u003eGive New Contacts Multiple Options for Staying in Touch 133\u003c\/p\u003e \u003cp\u003eKeep Your Website in Good Shape 134\u003c\/p\u003e \u003cp\u003eImprove Your Search Engine Rankings 137\u003c\/p\u003e \u003cp\u003eShould Your Website Include a Blog? 138\u003c\/p\u003e \u003cp\u003eGrow Your Email List 140\u003c\/p\u003e \u003cp\u003eBuild Your Social Media Presence 141\u003c\/p\u003e \u003cp\u003eConclusion: Don’t Let Potential Supporters Slip Away 142\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Twelve Become an Expert Source for the Media and Decision Makers 143\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Some Groups Get the Call and Others Don’t 144\u003c\/p\u003e \u003cp\u003eThe Five Qualities of a Good Expert Source 145\u003c\/p\u003e \u003cp\u003eSeven Strategies to Raise Your Profile as an Expert Source 149\u003c\/p\u003e \u003cp\u003eHow to Pitch Your Story to the Media 152\u003c\/p\u003e \u003cp\u003eBe Ready to Newsjack 154\u003c\/p\u003e \u003cp\u003eWho is the Expert? You or the Organization? 156\u003c\/p\u003e \u003cp\u003eConclusion: Create Something New and Share It 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Thirteen Build Engagement: Stay in Touch and Keep the Conversation Going 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIs Your Content Like a Good Gift or a Bad Gift? 161\u003c\/p\u003e \u003cp\u003eStrive for Shorter, More Frequent Communications in Multiple Places 163\u003c\/p\u003e \u003cp\u003eRemember to Repurpose Your Content 165\u003c\/p\u003e \u003cp\u003eImprove Your Social Media Engagement 166\u003c\/p\u003e \u003cp\u003eThe Email Engagement Crisis 168\u003c\/p\u003e \u003cp\u003eConclusion: Conversation Does Pay Off 170\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Fourteen Empower Your Fans to Build More Support 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentify Your Wallflowers, Buddies, and Fans 173\u003c\/p\u003e \u003cp\u003eWhat Makes Someone a Fan? 174\u003c\/p\u003e \u003cp\u003eGive Your Biggest Fans the Personal Touch 175\u003c\/p\u003e \u003cp\u003eEncourage Word-of-Mouth Marketing and Referrals 177\u003c\/p\u003e \u003cp\u003eBe Clear About the Best Ways for People to Help 179\u003c\/p\u003e \u003cp\u003eEncourage Your Fans to Friendraise 179\u003c\/p\u003e \u003cp\u003eEncourage Your Fans to Fundraise 180\u003c\/p\u003e \u003cp\u003eApproach New Friends of Friends 181\u003c\/p\u003e \u003cp\u003eConclusion: Build Your Social Capital 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four Doing It Yourself Without Doing Yourself In 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Fifteen Find the Talent: Keep Learning and Get Good Help 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuild Your Own Skills 188\u003c\/p\u003e \u003cp\u003eEveryone on Staff is a Marketer (Like It or Not) 191\u003c\/p\u003e \u003cp\u003eDelegate Marketing Tasks to Others 192\u003c\/p\u003e \u003cp\u003eEmpower Volunteers So They’ll Come Back Again 193\u003c\/p\u003e \u003cp\u003eHire Consultants and Freelancers 194\u003c\/p\u003e \u003cp\u003eConclusion: Know When You Need Help – And Ask for It 196\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Sixteen Find the Treasure: Market Your Good Cause on a Tight Budget 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketing Triage: Focus In and Forget the Rest 199\u003c\/p\u003e \u003cp\u003eGo Casual and Friendly 200\u003c\/p\u003e \u003cp\u003eHow to Make Your Print Marketing More Affordable 202\u003c\/p\u003e \u003cp\u003eWhere to Spend Your Limited Dollars and Where to Scrimp 203\u003c\/p\u003e \u003cp\u003eFunding Your Nonprofit Marketing Program 205\u003c\/p\u003e \u003cp\u003eConclusion: Zero Communications Budget = Zero Sustainability 205\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Seventeen Find the Time: Get More Done in Fewer Hours 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStay CALM not BUSY 207\u003c\/p\u003e \u003cp\u003eKeep Up with Best Practices, Big Brains, and Cool Kids 209\u003c\/p\u003e \u003cp\u003eGet Fear out of the Way 210\u003c\/p\u003e \u003cp\u003eOrganize What You’ll Need Again and Again 211\u003c\/p\u003e \u003cp\u003eConclusion: Give Yourself a Break 214\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Eighteen Conclusion: How Do You Know Whether You Are Doing a Good Job? 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNotes 217\u003c\/p\u003e \u003cp\u003eGlossary of Online Marketing Terms 221\u003c\/p\u003e \u003cp\u003eAcknowledgments 225\u003c\/p\u003e \u003cp\u003eThe Author 227\u003c\/p\u003e \u003cp\u003eIndex 229\u003c\/p\u003e \u003cb\u003eKIVI LEROUX MILLER \u003c\/b\u003eis 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. \u003cp\u003e\u003cb\u003eGet tested on concrete strategies for growing your nonprofit with online and offline marketing techniques\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNonprofit communications professionals must navigate a bewildering arrangement of marketing options and miles-long to-do lists in order to do their jobs. They frequently operate while understaffed and underfunded.\u003c\/p\u003e \u003cp\u003eIn the newly revised \u003ci\u003eSecond Edition of The Nonprofit Marketing Guide\u003c\/i\u003e, CEO and founder of Nonprofit Marketing Guide, LLC, Kivi Leroux Miller, walks you through the steps of creating an offline and online marketing program that starts where your organization is now and scales with you as you grow.\u003c\/p\u003e \u003cp\u003eYou’ll discover the best of today’s nonprofit marketing theory and research boiled down into practical and cost-effective strategies you can implement immediately. You’ll also find concrete tips on how to produce nearly two dozen specific marketing publications and additional resources on the companion website. Finally, you’ll benefit from the author’s extensive survey data gleaned from over 650 nonprofits on topics including communications goals, strategies, objectives, and tactics.\u003c\/p\u003e \u003cp\u003ePerfect for nonprofit founders, marketing and communications professionals, and board members, \u003ci\u003eThe Nonprofit Marketing Guide\u003c\/i\u003e will also earn a place in the libraries of nonprofit stakeholders and professionals with an interest in growing their organization and donation base with tried-and-tested marketing techniques.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990301556965,"sku":"NP9781119771036","price":40.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119771036.jpg?v=1761787268","url":"https:\/\/k12savings.com\/products\/the-nonprofit-marketing-guide-isbn-9781119771036","provider":"K12savings","version":"1.0","type":"link"}