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Book

The nonprofit marketing guide : high-impact, low-cost ways to build support for your good cause

Call Number

  • NON PROFIT 658.8 L618 2021 (CEN)

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Edition

Second edition.

Publication Information

Hoboken, New Jersey : John Wiley & Sons, Inc., [2021]

Physical Description

xxi, 242 pages ; 26 cm.

Summary

"Part real-world survival guide and part nitty-gritty how-to handbook, The Nonprofit Marketing Guide will show you how to hack through the bewildering jungle of marketing options and miles-long to-do lists to clear a marketing path that's right for you and your organization, no matter how understaffed or underfunded. You'll see how to shape a marketing program that starts from where you are now and grows with your organization, using smart and savvy techniques, both offline and online. The Nonprofit Marketing Guide boils down the best of today's nonprofit marketing theories into practical, cost-effective, can-do strategies and uncovers the street-tested tactics that you really can pull off on your own. You'll also find concrete tips on how to sit down and produce nearly two dozen specific marketing publications for your nonprofit and additional resources on the companion website. Over the last seven years, the author has done a significant amount of new research via their annual Nonprofit Communications Trends Reports, where 650 nonprofits take an extensive survey. This new data on the communications goals, strategies, objectives and tactics most often used in the nonprofit sector will be integrated throughout the revision."--

Contents

  • Getting ready to do it right. 10 realities for nonprofits ; Defining marketing in the nonprofit sector ; Nonprofit marketing plans in theory--and in the real world ; How nonprofits increase their marketing effectiveness over time ; Do your homework: listen to the world around you
  • Answering the three most important nonprofit marketing questions. Define your community: who do you want to reach? ; Create a powerful message: what do you want to say? ; Spread your message further by telling great stories ; Adopt an attitude of gratitude ; Deliver your message: how and where are you going to say it?
  • Building a community of supporters around you. Make it easy to find you and to connect with your cause ; Become an expert source for the media and decision makers ; Build engagement: stay in touch and keep the connversation going ; Empower your fans to build more support
  • Doing it yourself without doing yourself in. Find the talent: keep learning and get good help ; Find the treasure: market your good cause on a tight budget ; Find the time: get more done in fewer hours ; Conclusion: how do you know whether you are doing a good job?

Subjects