Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 14

I opened the first edition of this book with a chapter called “10 New Realities for Nonprofits” with an emphasis on “New.” Back in 2010, I was still urging nonprofits to be OK with calling this work “marketing” rather than euphemisms like “outreach,” to take social media seriously, and to convince them that people over 50 really were using the Internet. Thankfully, we've moved well beyond those sticking points.

All of the other elements in that original list proved foundational to the work of nonprofit communications. While I have updated this list, what you'll find here are the assumptions on which all of the other chapters in the book are built. Understanding this list will help you get the most out of this book and to understand the choices I suggest you make.

Many forces beyond your control will affect how you market your nonprofit organization. The economy will go up and down. Friendly elected officials will be in charge, and then they will lose an election. Talented volunteers, staff, and board members will come and go. What people can do from their phones no matter where they are in the world will continue to grow.

But I don't expect the following 10 realities to change much.