Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 36

Tactics are easier to understand: it's all about the content you make and the channels in which you distribute that content.

Content includes all forms of writing and visual content, such as photography, graphics, and video.

Nonprofits especially interested in content marketing will likely create content in the form of downloads, problem-solving tools, and quizzes. Some nonprofits rely on content created by others through content curation or synthesizing data and information from others.

The most popular communications channels for nonprofits are:

 Websites and blogs

 Email, as single topic notices and appeals and as multitopic newsletters

 Social media

 Media relations or public relations

 Events, including hosted gatherings, presentations and public speaking, personal visits, and displays and booths

 Direct mail, including invitations, appeals, and print newsletters

Nonprofits also use:

 Paid advertising

 Signage

 Brochure, flyers, and other “leave behind” materials

 Additional online tools such as mobile apps and instant messaging

 Guest writing or syndication on other people's blogs or publications