Оглавление
Kivi Leroux Miller. The Nonprofit Marketing Guide
Table of Contents
List of Tables
List of Illustrations
Guide
Pages
The Nonprofit Marketing Guide. High-Impact, Low-Cost Ways to Build Support for Your Good Cause
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
Awareness
Interaction
Participation
THE MOST COMMON NONPROFIT MARKETING GOALS
THE MOST COMMON NONPROFIT MARKETING STRATEGIES
THE MOST COMMON NONPROFIT MARKETING OBJECTIVES
THE MOST COMMON NONPROFIT MARKETING TACTICS
OVERWHELMED BY YOUR CHOICES? SORT OUT YOUR PLAN WITH THE NONPROFIT COMMUNICATIONS STRATEGIC PLANNING CARD DECK
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
A BASIC, DEFAULT MARKETING STRATEGY
Marketing Goals
Situational Analysis
Targeted Communities
Organizational Brand or Personality
Messaging and Primary Calls to Action
Marketing Strategies
Marketing Objectives
Marketing Tactics
Resources
WHAT GOES IN A COMMUNICATIONS PLAN
Big Picture Communications Timeline
Editorial Calendar
Creative Brief
Example: How to Use These Three Planning Documents Together
NONPROFIT MARKETING THE QUICK-AND-DIRTY WAY
EXAMPLE: THE AMERICAN RED CROSS'S “DO MORE THAN CROSS YOUR FINGERS” CAMPAIGN
Defining the Audience: Moms with Kids at Home
Creating the Message: Testing the Campaign Slogan
Delivering the Message: Going Where Moms Are and Using Voices They Trust
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
Build Your Network and Connect More Directly with Your Community
Create Better Content
Encourage More Engagement on Your Issues
Expand Your Personal Knowledge and Capacity
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
Basic Demographics
Behaviors and Psychographics
The Stages of Change
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
DOG PARKS: WHO CARES DURING A RECESSION?
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
Get Them Out Quickly
Personalize Them
Use a More Creative Opening
Explain How the Gift Will Be Used
Tell Them What to Expect Next
Personalize from the Sender, Too
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
1. News Writing
2. Storytelling
3. Supporter-Centered Copywriting
4. Lifestyle Writing
5. Thought Leadership
6. Microcontent
7. Conversion Copywriting
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
IS PRINT PASSÉ?
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
1. Does the Domain Name Make Sense?
2. Do I Know Where I Am?
3. Is There a Clear Path to Answers or Actions Visitors Are Most Likely Seeking?
4. Does the Home Page Include Images?
5. Can I Donate Online Easily from the Home Page?
6. Are You Capturing Email Addresses?
7. Are People Featured?
8. Are There Stories on the Need or Successes?
9. Is It Easy to Contact Staff?
10. Regularly Delete Out-of-Date Content
IMPROVE YOUR SEARCH ENGINE RANKINGS
Offer a Responsive or Mobile Friendly Design
Decide on the Keywords for Each Page
Add Keywords to Page URLs or Permalinks
Label Your Images
SHOULD YOUR WEBSITE INCLUDE A BLOG?
You Do Need a Blog If …
You Don't Need a Blog If …
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
Be Accessible
Be Cooperative
Own a Well-Understood Niche
Build a Solid Track Record
Be Trustworthy
SEVEN STRATEGIES TO RAISE YOUR PROFILE AS AN EXPERT SOURCE
Pass the Background Check
Work the Word of Mouth
Nurture Big Brains and Big Mouths
Publish Constantly
Listen for Opportunities to Speak Up
Answer Questions
Teach Courses
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?
Curmudgeonly Uncle
Grandma-Knows-Best
Slacker Brother
Well-Meaning Parent
Cool Aunt
STRIVE FOR SHORTER, MORE FREQUENT COMMUNICATIONS IN MULTIPLE PLACES
WRITE LIKE THE SMART, PASSIONATE HUMAN BEING YOU ARE (NOT THE WONKY JARGON DROID YOU SOUND LIKE NOW)
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
HOW TO HANDLE TROLLS
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
Step 1: Create a Plan and Start Reading
Step 2: Seek Out Specific Experiences
Step 3: Get Your Nonprofit on Board
Step 4: Document Your Portfolio
Step 5: Get Out There and Talk to Others
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
DON'T RATTLE YOUR TIP CUP
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
Get Clean Copies of Your Logo in the Proper Resolutions
Gather Your Boilerplate Text
Start a Style Guide
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
WILEY END USER LICENSE AGREEMENT
