The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause	1
	Contents	9
	Foreword	17
	Preface: Why I Wrote This Book	21
	Acknowledgments	25
	The Author	27
	Introduction: How To Use This Book	29
	Part One: Getting Ready to Do It Right	31
	Chapter One: Ten New Realities for Nonprofits	33
	REALITY 1: MARKETING IS NOT A DIRTY WORD—NOR IS COMMUNICATIONS OR PUBLIC RELATIONS	34
	REALITY 2: THERE IS NO SUCH THING AS THE GENERAL PUBLIC	34
	REALITY 3: YOU NEED TO BUILD YOUR OWN MEDIA EMPIRE	35
	REALITY 4: ALL GENERATIONS—INCLUDING SENIORS—ARE ONLINE	36
	REALITY 5: NONPROFIT COMMUNICATORS ARE TRANSFORMING INTO COMMUNITY ORGANIZERS	37
	REALITY 6: PERSONAL AND ORGANIZATIONAL PERSONALITIES, OR BRANDS, ARE BLENDING	37
	REALITY 7: GOOD NONPROFIT MARKETING TAKES MORE TIME THAN MONEY	38
	REALITY 8: YOU’VE ALREADY LOST CONTROL OF YOUR MESSAGE—STOP PRETENDING OTHERWISE	38
	REALITY 9: MARKETING IS NOT FUNDRAISING, BUT IT IS ESSENTIAL TO IT	39
	REALITY 10: OLD-FASHIONED BASICS STILL WORK BEST, EVEN ONLINE	39
	CONCLUSION: TRY BOLDLY, AND TRY AGAIN	40
	Chapter Two: Nonprofit Marketing Plans in Theory—and in the Real World	41
	THE REAL DEFINITION OF MARKETING	42
	THE FIVE PS OF SOCIAL MARKETING	43
	ELEMENTS OF A COMPREHENSIVE NONPROFIT MARKETING PLAN	44
	NONPROFIT MARKETING THE QUICK-AND-DIRTY WAY	48
	EXAMPLE: THE AMERICAN RED CROSS’S “DO MORE THAN CROSS YOUR FINGERS” CAMPAIGN	48
	CONCLUSION: ALWAYS THINK BEFORE YOU SPEAK	51
	Chapter Three: Listen to the World Around You	53
	WATCH AND LISTEN	54
	CONVENE INFORMAL FOCUS GROUPS	55
	CONDUCT ONLINE SURVEYS	57
	ANALYZE YOUR WEB AND EMAIL STATISTICS	57
	REVIEW MEDIA KITS AND ADVERTISING	58
	WATCH FOR RELEVANT POLLING AND SURVEY DATA	58
	MONITOR ONLINE MENTIONS AND SOCIAL MEDIA CONVERSATIONS	58
	UNFAMILIAR WITH SOME OF THE TERMS IN THIS CHAPTER?	58
	FOLLOW SPECIFIC PEOPLE AND SOURCES ONLINE	61
	WHAT TO DO WITH WHAT YOU LEARN	62
	CONCLUSION: NEVER STOP LISTENING	65
	Part Two: Writing a Quick-and-Dirty Marketing Plan for a Specific Program	67
	Chapter Four: Define Your Audiences: Who Do You Want to Reach?	69
	RECOGNIZE THAT YOU HAVE MULTIPLE AUDIENCES	70
	SEGMENT YOUR TARGET AUDIENCE INTO GROUPS	71
	EXAMPLE: DEFINING ONE SEGMENT OF A TARGET AUDIENCE	72
	USE PERSONAS TO MORE CLEARLY DESCRIBE YOUR GROUPS	73
	EXAMPLE: CREATING SPECIFIC PERSONAS WITHIN A SEGMENTED GROUP	74
	AVOID CULTURAL STEREOTYPES	75
	WATCH FOR GATEKEEPERS AND CREATE PERSONAS FOR THEM, TOO	76
	CONCLUSION: DON’T JUMP AHEAD TO TACTICS	77
	Chapter Five: Create a Powerful Message: What Do You Want to Say?	79
	THE POWER OF ONE OVER MANY	80
	THE POWER OF EMOTIONAL CONTENT	81
	THE POWER OF PERSONAL IDENTITY	83
	THE POWER OF LOGIC, REASON, AND STATISTICS	85
	THE POWER OF A CLEAR CALL TO ACTION	87
	CREATE MESSAGES THAT APPEAL TO YOUR TARGET AUDIENCE	87
	EXAMPLE: MATCHING MESSAGES TO PERSONAS’ VALUES	89
	CONCLUSION: EVEN THE RELIEF WORKERS WANT TO SAVE THE DARFUR PUPPY	91
	Chapter Six: Deliver Your Message: How and Where Are You Going to Say It?	93
	PACKAGE YOUR MESSAGE INTO WORDS	94
	SUPPORT YOUR WORDS WITH IMAGES	95
	SELECT THE BEST COMMUNICATIONS CHANNELS FOR YOUR AUDIENCE	96
	USE MULTIPLE CHANNELS TO REINFORCE YOUR MESSAGE	99
	PUT YOUR MESSAGE WHERE YOUR AUDIENCE IS ALREADY GOING	100
	EXAMPLE: SELECTING CHANNELS TO REACH VOLUNTEERS	101
	CONVINCE YOUR SUPPORTERS TO OPEN YOUR EMAIL	103
	CONCLUSION: FIND THE RIGHT MIX AND GIVE IT TIME TO WORK	105
	Chapter Seven: Spread Your Message Further by Telling Great Stories	107
	ADD “STORYTELLER” TO YOUR JOB DESCRIPTION	108
	TELL STORIES WITH THE CHALLENGE PLOT	109
	TELL STORIES WITH THE CREATIVITY PLOT	110
	TELL STORIES WITH THE CONNECTION PLOT	112
	USE THE SIX QUALITIES OF A GOOD NONPROFIT MARKETING STORY	113
	FIND FRESH STORY IDEAS	114
	INTERVIEW YOUR SUPPORTERS FOR PROFILES AND STORIES	115
	PROTECT THE PRIVACY OF THE PEOPLE IN YOUR STORIES	117
	INCORPORATE STORIES INTO YOUR COMMUNICATIONS	118
	CONCLUSION: STORIES ARE A NONPROFIT’S GOLDMINE	119
	Part Three: Building a Community of Supporters Around You	121
	Chapter Eight: Make It Easy to Find You and to Connect with Your Cause	123
	CREATE A VISIBLE AND ACCESSIBLE HOME BASE	124
	BE WHERE PEOPLE ARE SEARCHING FOR ORGANIZATIONS LIKE YOURS	125
	GET YOUR WEBSITE IN GOOD SHAPE	127
	IMPROVE YOUR SEARCH ENGINE RANKINGS	131
	ESTABLISH YOUR SOCIAL MEDIA PRESENCE	133
	GIVE NEW CONTACTS MULTIPLE OPTIONS FOR STAYING IN TOUCH	134
	GROW YOUR EMAIL LIST	134
	GROW YOUR LIST OF RSS SUBSCRIBERS	136
	GROW YOUR LIST OF FRIENDS AND FOLLOWERS	138
	STAY CONSISTENT: BRANDING YOUR NONPROFIT	139
	CONCLUSION: DON’T LET POTENTIAL SUPPORTERS SLIP AWAY	140
	Chapter Nine: Become an Expert Source for the Media and Decision Makers	141
	WHY SOME GROUPS GET THE CALL AND OTHERS DON’T	142
	THE FIVE QUALITIES OF A GOOD EXPERT SOURCE	143
	SEVEN STRATEGIES TO RAISE YOUR PROFILE AS AN EXPERT SOURCE	147
	HOW TO PITCH YOUR STORY TO THE MEDIA	150
	WHO IS THE EXPERT? YOU OR THE ORGANIZATION?	152
	CONCLUSION: CREATE SOMETHING NEW AND SHARE IT	153
	Chapter Ten: Stay in Touch with Your Community of Supporters	155
	THINK OF YOUR ORGANIZATION AS A MEDIA MOGUL	156
	STRIVE FOR SHORTER, MORE FREQUENT COMMUNICATIONS IN MULTIPLE PLACES	157
	CONSIDER THE GIFTING MODEL OF NONPROFIT COMMUNICATIONS	158
	PULL IT ALL TOGETHER WITH A CONTENT CREATION STRATEGY	162
	CREATE AN EDITORIAL CALENDAR	163
	ENGAGE IN CONVERSATIONS ONLINE	166
	CONSIDER YOUR SOCIAL MEDIA POLICY	168
	CONCLUSION: CONVERSATION DOES PAY OFF	169
	Chapter Eleven: Adopt an Attitude of Gratitude	171
	THE “WHAT I GOT WHEN I GAVE” EXPERIMENT	172
	DONORS ARE TESTING NONPROFITS, AND NONPROFITS ARE FAILING	173
	IMPROVE YOUR THANK-YOU NOTES IN SIX STEPS	174
	PUBLISH AN ANNUAL REPORT	177
	CONCLUSION: STOP MAKING EXCUSES	179
	Chapter Twelve: Empower Your Fans to Build More Support for You	181
	IDENTIFY YOUR WALLFLOWERS, BUDDIES, AND FANS	182
	WHAT MAKES SOMEONE A FAN?	184
	GIVE YOUR BIGGEST FANS THE PERSONAL TOUCH	184
	BUILD UP YOUR SOCIAL CAPITAL	186
	BE CLEAR ABOUT THE BEST WAYS FOR PEOPLE TO HELP	189
	ENCOURAGE YOUR FANS TO FRIENDRAISE	189
	ENCOURAGE YOUR FANS TO MICROFUNDRAISE	190
	APPROACH NEW FRIENDS OF FRIENDS	192
	EMPOWER YOUR BIGGEST FANS: LESSONS FROM THE OBAMA CAMPAIGN	193
	CONCLUSION: GIVE AND YOU SHALL RECEIVE	195
	Part Four: Doing It Yourself Without Doing Yourself In	197
	Chapter Thirteen: Find the Time: Get More Done in Fewer Hours	199
	KEEP UP WITH BEST PRACTICES, BIG BRAINS, AND COOL KIDS	200
	GET FEAR OUT OF THE WAY	201
	UNFAMILIAR WITH SOME OF THE TERMS IN THIS CHAPTER?	202
	AVOID THE SOCIAL MEDIA TIME SINK	202
	ORGANIZE WHAT YOU’LL NEED AGAIN AND AGAIN	204
	TRACK, TEST, AND DO WHAT WORKS	207
	CONCLUSION: GIVE YOURSELF A BREAK	209
	Chapter Fourteen: Find the Talent: Keep Learning and Get Good Help	211
	EVERYONE ON STAFF IS A MARKETER (LIKE IT OR NOT)	212
	BUILD YOUR OWN SKILLS	212
	DELEGATE MARKETING TASKS TO OTHERS	215
	EMPOWER VOLUNTEERS SO THEY’LL COME BACK AGAIN	216
	HIRE CONSULTANTS AND FREELANCERS	218
	CONCLUSION: KNOW WHEN YOU NEED HELP—AND ASK FOR IT	220
	Chapter Fifteen: Find the Treasure: Market Your Good Cause on a Tight Budget	221
	MARKETING TRIAGE: FOCUS IN AND FORGET THE REST	222
	GO CASUAL AND FRIENDLY	224
	SHIFT YOUR MARKETING FROM PRINT TO PIXELS	226
	SWITCHING FROM A PRINT NEWSLETTER TO AN EMAIL NEWSLETTER	227
	HOW TO MAKE YOUR REMAINING PRINT MARKETING MORE AFFORDABLE	230
	WHERE TO SPEND YOUR LIMITED DOLLARS AND WHERE TO SCRIMP	232
	FUNDING YOUR NONPROFIT MARKETING PROGRAM	235
	CONCLUSION: ZERO COMMUNICATIONS BUDGET = ZERO SUSTAINABILITY	235
	Chapter Sixteen: Conclusion: How Do You Know Whether You Are Doing a Good Job?	237
	Notes	239
	Glossary of Online Marketing Terms	243
	Accessing the Companion Website	248
	Index	249