Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 13

Nonprofit marketing is hard work. It's also tremendously fun and satisfying, especially when you do it right. Your work will challenge you in ways you have yet to understand, and you'll learn about disciplines that you had never considered before. Because nonprofit marketing is complex, it can quickly overwhelm people new to the field. This is particularly true if it's something thrown on top of your “real” job as an executive director, development director, or program manager. This book should make your job a little easier.

In Chapter 1, I review 10 realities of marketing and communications work that are the foundation for the thinking in the rest of the book. Chapter 2 defines nonprofit marketing and the many choices you have for marketing goals, strategies, objectives, and tactics as a nonprofit communicator. Chapter 3 gives you an overview of what a full-blown marketing strategy looks like, what tactical communications plans include, and how to do a quick-and-dirty version if that is all you can handle.

Chapter 4 outlines the different stages or levels of effectiveness that nonprofits move through as their communications staff become more skilled and their organizations fully embrace marketing best practices. The final chapter in this section, Chapter 5, explains why listening (call it market research if you prefer) is essential to any successful nonprofit marketing strategy and how you can use a variety of tools and methods to learn a great deal about the people you are working with and serving.