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Kivi Leroux Miller
The Nonprofit Marketing Guide
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Оглавление
Страница 1
Table of Contents
List of Tables
List of Illustrations
Guide
Pages
Страница 7
Страница 8
Страница 9
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
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