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Contents

Preface: The Story Behind This Book xv Introduction: How to Use This Book xix Looking for More? xxi Part One Getting Ready to Do It Right 1 Chapter One 10 Realities of Nonprofit Marketing 3 Reality 1: Marketing Effectiveness Depends on a Confident, Skilled Professional 3 Reality 2: Marketing Effectiveness Depends on a Supportive Organizational Culture 4 Reality 3: There Will Always Be Too Much to Do 4 Reality 4: There is No Such Thing as the General Public 5 Reality 5: You Need to Manage Your Own Media Empire 5 Reality 6: Nonprofit Marketing is a Form of Community Organizing 6 Reality 7: Personal and Organizational Brands Often Blend 6 Reality 8: Good Nonprofit Marketing Takes More Time Than Money 7 Reality 9: You've Already Lost Control of Your Message - Stop Pretending Otherwise 7 Reality 10: Marketing is Not Fundraising, but It is Essential to It 8 Conclusion: Try Boldly, and Try Again 8 Chapter Two Defining Marketing in the Nonprofit Sector 11 The Official Definition of Marketing 12 Is This Work Called Marketing or Communications or Something Else? 14 A More Meaningful Distinction: Marketing for Fundraising or for Community Engagement 15 The Most Common Nonprofit Marketing Goals 17 The Most Common Nonprofit Marketing Strategies 18 The Most Common Nonprofit Marketing Objectives 21 The Most Common Nonprofit Marketing Tactics 24 Conclusion: If You Can Name It, You Can Own It 26 Chapter Three Nonprofit Marketing Plans in Theory - and in the Real World 27 What Goes in a Marketing Strategy 28 What Goes in a Communications Plan 32 Nonprofit Marketing the Quick-and-Dirty Way 37 Example: The American Red Cross's "Do More Than Cross Your Fingers" Campaign 37 Conclusion: Always Think Before You Speak 40 Chapter Four How Nonprofits Increase Their Marketing Effectiveness Over Time 41 Level One - Beginner 42 Level Two - Capable 42 Level Three - Skilled 43 Level Four - Advanced 43 Level Five - Expert 44 How Much Planning is Taking Place 44 How Well Permission-Based Marketing is Managed 45 How Well Content Marketing is Managed 45 How Well Organizational Culture Supports Marketing 46 Conclusion: Give It Time and Put in the Work 47 Chapter Five Do Your Homework: Listen to the World Around You 49 Watch and Listen 50 Convene Informal Focus Groups 51 Conduct Online Surveys 53 Analyze Your Website, Email, and Social Media Statistics 54 Review Media Kits and Advertising 55 Watch for Relevant Polling and Survey Data 55 Find Conversations via Keywords and Hashtags 55 What to Do with What You Learn 56 Conclusion: Never Stop Listening 59 Part Two Answering the Three Most Important Nonprofit Marketing Questions 61 Chapter Six Define Your Community: Who Do You Want to Reach? 63 In Marketing, There's No Such Thing as the General Public 64 Recognize That You Are Communicating with Multiple Groups of People 65 Segment Your Community into Groups 66 Use Personas, Empathy Maps, and Journeys to More Clearly Describe Your Groups 68 Avoid Cultural Stereotypes 71 Watch for Gatekeepers and Create Personas for Them, Too 71 Example: Creating Specific Personas Within a Segmented Group 72 Example: Matching Volunteers with the Right Opportunities 74 Conclusion: Don't Jump Ahead to Tactics 74 Chapter Seven Create a Powerful Message: What Do You Want to Say? 77 The Power of One Over Many 78 The Power of Emotional Content 79 The Power of Personal Identity 81 The Power of Logic, Reason, and Statistics 83 The Power of a Clear Call to Action 85 Choosing Messages That Appeal to Your Target Community 86 Example: Matching Messages to Personas' Values 87 Conclusion: Even the Relief Workers Want to Save the Darfur Puppy 88 Chapter Eight Spread Your Message Further by Telling Great Stories 91 Add "Storyteller" to Your Job Description 92 Tell Stories with the Challenge Plot 93 Tell Stories with the Creativity Plot 95 Tell Stories with the Connection Plot 96 Use the Six Qualities of a Good Nonprofit Marketing Story 97 Find Fresh Story Ideas 98 Interview Your Supporters for Profiles and Stories 100 Protect the Privacy of the People in Your Stories 102 Incorporate Stories into Your Communications 102 Conclusion: Stories Are a Nonprofit's Gold Mine 104 Chapter Nine Adopt an Attitude of Gratitude 105 Donors Are Testing Nonprofits, and Nonprofits Are Failing 106 Improve Your Thank-You Notes in Six Steps 108 Create Thank-You Videos 111 Publish a Short Annual Report 112 Conclusion: Stop Making Excuses; Make the Time Instead 114 Chapter Ten Deliver Your Message: How and Where Are You Going to Say It? 115 The Seven Writing Styles for Nonprofit Communicators 116 Support Your Words with Images 118 Select the Best Communications Channels for Your Community 119 Use Multiple Channels to Reinforce Your Message 121 Put Your Message Where Your Community is Already Going 123 Example: Selecting Channels to Reach Volunteers 123 Convince Your Supporters to Open Your Email 125 Conclusion: Find the Right Mix and Give It Time to Work 127 Part Three Building a Community of Supporters Around You 129 Chapter Eleven Make It Easy to Find You and to Connect with Your Cause 131 Be Where People Are Searching for Organizations Like Yours 132 Create a Visible and Accessible Home Base 133 Give New Contacts Multiple Options for Staying in Touch 133 Keep Your Website in Good Shape 134 Improve Your Search Engine Rankings 137 Should Your Website Include a Blog? 138 Grow Your Email List 140 Build Your Social Media Presence 141 Conclusion: Don't Let Potential Supporters Slip Away 142 Chapter Twelve Become an Expert Source for the Media and Decision Makers 143 Why Some Groups Get the Call and Others Don't 144 The Five Qualities of a Good Expert Source 145 Seven Strategies to Raise Your Profile as an Expert Source 149 How to Pitch Your Story to the Media 152 Be Ready to Newsjack 154 Who is the Expert? You or the Organization? 156 Conclusion: Create Something New and Share It 157 Chapter Thirteen Build Engagement: Stay in Touch and Keep the Conversation Going 159 Is Your Content Like a Good Gift or a Bad Gift? 161 Strive for Shorter, More Frequent Communications in Multiple Places 163 Remember to Repurpose Your Content 165 Improve Your Social Media Engagement 166 The Email Engagement Crisis 168 Conclusion: Conversation Does Pay Off 170 Chapter Fourteen Empower Your Fans to Build More Support 171 Identify Your Wallflowers, Buddies, and Fans 173 What Makes Someone a Fan? 174 Give Your Biggest Fans the Personal Touch 175 Encourage Word-of-Mouth Marketing and Referrals 177 Be Clear About the Best Ways for People to Help 179 Encourage Your Fans to Friendraise 179 Encourage Your Fans to Fundraise 180 Approach New Friends of Friends 181 Conclusion: Build Your Social Capital 183 Part Four Doing It Yourself Without Doing Yourself In 185 Chapter Fifteen Find the Talent: Keep Learning and Get Good Help 187 Build Your Own Skills 188 Everyone on Staff is a Marketer (Like It or Not) 191 Delegate Marketing Tasks to Others 192 Empower Volunteers So They'll Come Back Again 193 Hire Consultants and Freelancers 194 Conclusion: Know When You Need Help - And Ask for It 196 Chapter Sixteen Find the Treasure: Market Your Good Cause on a Tight Budget 197 Marketing Triage: Focus In and Forget the Rest 199 Go Casual and Friendly 200 How to Make Your Print Marketing More Affordable 202 Where to Spend Your Limited Dollars and Where to Scrimp 203 Funding Your Nonprofit Marketing Program 205 Conclusion: Zero Communications Budget = Zero Sustainability 205 Chapter Seventeen Find the Time: Get More Done in Fewer Hours 207 Stay CALM not BUSY 207 Keep Up with Best Practices, Big Brains, and Cool Kids 209 Get Fear out of the Way 210 Organize What You'll Need Again and Again 211 Conclusion: Give Yourself a Break 214 Chapter Eighteen Conclusion: How Do You Know Whether You Are Doing a Good Job? 215 Notes 217 Glossary of Online Marketing Terms 221 Acknowledgments 225 The Author 227 Index 229

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