Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 32

Participation is a form of engagement that requires following through on a call to action of some sort. It could result in learning more, advocating for your cause, attending an event, donating, or volunteering.

As you think about what community engagement really means for your organization, give these three categories some thought. What is the right mix of awareness, interaction, and participation-building communications in your plan?

Now let's take a closer look at the specific goals, strategies, objectives, and tactics most commonly adopted by nonprofit communicators. Because the definitions of the various marketing strategies and objectives are new to many nonprofits, we'll spend the most time on those. We'll quickly summarize the goals and tactics, which are more widely understood.

If you get overwhelmed by all of the new vocabulary and definitions, don't worry. We'll go over a simplified plan next, in Chapter 3.