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• COVER
• TITLE PAGE
• COPYRIGHT
• DEDICATION
• PREFACE: THE STORY BEHIND THIS BOOK
• INTRODUCTION: HOW TO USE THIS BOOK
• LOOKING FOR MORE?
• PART ONE: Getting Ready to Do It Right
• chapter ONE: 10 Realities of Nonprofit Marketing
• REALITY 1: MARKETING EFFECTIVENESS DEPENDS ON A CONFIDENT, SKILLED PROFESSIONAL
• REALITY 2: MARKETING EFFECTIVENESS DEPENDS ON A SUPPORTIVE ORGANIZATIONAL CULTURE
• REALITY 3: THERE WILL ALWAYS BE TOO MUCH TO DO
• REALITY 4: THERE IS NO SUCH THING AS THE GENERAL PUBLIC
• REALITY 5: YOU NEED TO MANAGE YOUR OWN MEDIA EMPIRE
• REALITY 6: NONPROFIT MARKETING IS A FORM OF COMMUNITY ORGANIZING
• REALITY 7: PERSONAL AND ORGANIZATIONAL BRANDS OFTEN BLEND
• REALITY 8: GOOD NONPROFIT MARKETING TAKES MORE TIME THAN MONEY
• REALITY 9: YOU’VE ALREADY LOST CONTROL OF YOUR MESSAGE – STOP PRETENDING OTHERWISE
• REALITY 10: MARKETING IS NOT FUNDRAISING, BUT IT IS ESSENTIAL TO IT
• CONCLUSION: TRY BOLDLY, AND TRY AGAIN
• chapter TWO: Defining Marketing in the Nonprofit Sector
• THE OFFICIAL DEFINITION OF MARKETING
• IS THIS WORK CALLED MARKETING OR COMMUNICATIONS OR SOMETHING ELSE?
• A MORE MEANINGFUL DISTINCTION: MARKETING FOR FUNDRAISING OR FOR COMMUNITY ENGAGEMENT
• THE MOST COMMON NONPROFIT MARKETING GOALS
• THE MOST COMMON NONPROFIT MARKETING STRATEGIES
• THE MOST COMMON NONPROFIT MARKETING OBJECTIVES
• THE MOST COMMON NONPROFIT MARKETING TACTICS
• CONCLUSION: IF YOU CAN NAME IT, YOU CAN OWN IT
• NOTE
• chapter THREE: Nonprofit Marketing Plans in Theory – and in the Real World
• WHAT GOES IN A MARKETING STRATEGY
• WHAT GOES IN A COMMUNICATIONS PLAN
• NONPROFIT MARKETING THE QUICK-AND-DIRTY WAY
• EXAMPLE: THE AMERICAN RED CROSS’S “DO MORE THAN CROSS YOUR FINGERS” CAMPAIGN
• CONCLUSION: ALWAYS THINK BEFORE YOU SPEAK
• NOTE
• chapter FOUR: How Nonprofits Increase Their Marketing Effectiveness Over Time
• LEVEL ONE – BEGINNER
• LEVEL TWO – CAPABLE
• LEVEL THREE – SKILLED
• LEVEL FOUR – ADVANCED
• LEVEL FIVE – EXPERT
• HOW MUCH PLANNING IS TAKING PLACE
• HOW WELL PERMISSION-BASED MARKETING IS MANAGED
• HOW WELL CONTENT MARKETING IS MANAGED
• HOW WELL ORGANIZATIONAL CULTURE SUPPORTS MARKETING
• CONCLUSION: GIVE IT TIME AND PUT IN THE WORK
• chapter FIVE: Do Your Homework: Listen to the World Around You
• WATCH AND LISTEN
• CONVENE INFORMAL FOCUS GROUPS
• CONDUCT ONLINE SURVEYS
• ANALYZE YOUR WEBSITE, EMAIL, AND SOCIAL MEDIA STATISTICS
• REVIEW MEDIA KITS AND ADVERTISING
• WATCH FOR RELEVANT POLLING AND SURVEY DATA
• FIND CONVERSATIONS VIA KEYWORDS AND HASHTAGS
• WHAT TO DO WITH WHAT YOU LEARN
• CONCLUSION: NEVER STOP LISTENING
• PART TWO: Answering the Three Most Important Nonprofit Marketing Questions
• chapter SIX: Define Your Community: Who Do You Want to Reach?
• IN MARKETING, THERE’S NO SUCH THING AS THE GENERAL PUBLIC
• RECOGNIZE THAT YOU ARE COMMUNICATING WITH MULTIPLE GROUPS OF PEOPLE
• SEGMENT YOUR COMMUNITY INTO GROUPS
• USE PERSONAS, EMPATHY MAPS, AND JOURNEYS TO MORE CLEARLY DESCRIBE YOUR GROUPS
• AVOID CULTURAL STEREOTYPES
• WATCH FOR GATEKEEPERS AND CREATE PERSONAS FOR THEM, TOO
• EXAMPLE: CREATING SPECIFIC PERSONAS WITHIN A SEGMENTED GROUP
• EXAMPLE: MATCHING VOLUNTEERS WITH THE RIGHT OPPORTUNITIES
• CONCLUSION: DON’T JUMP AHEAD TO TACTICS
• NOTE
• chapter SEVEN: Create a Powerful Message: What Do You Want to Say?
• THE POWER OF ONE OVER MANY
• THE POWER OF EMOTIONAL CONTENT
• THE POWER OF PERSONAL IDENTITY
• THE POWER OF LOGIC, REASON, AND STATISTICS
• THE POWER OF A CLEAR CALL TO ACTION
• CHOOSING MESSAGES THAT APPEAL TO YOUR TARGET COMMUNITY
• EXAMPLE: MATCHING MESSAGES TO PERSONAS’ VALUES
• CONCLUSION: EVEN THE RELIEF WORKERS WANT TO SAVE THE DARFUR PUPPY
• NOTES
• chapter EIGHT: Spread Your Message Further by Telling Great Stories
• ADD “STORYTELLER” TO YOUR JOB DESCRIPTION
• TELL STORIES WITH THE CHALLENGE PLOT
• TELL STORIES WITH THE CREATIVITY PLOT
• TELL STORIES WITH THE CONNECTION PLOT
• USE THE SIX QUALITIES OF A GOOD NONPROFIT MARKETING STORY
• FIND FRESH STORY IDEAS
• INTERVIEW YOUR SUPPORTERS FOR PROFILES AND STORIES
• PROTECT THE PRIVACY OF THE PEOPLE IN YOUR STORIES
• INCORPORATE STORIES INTO YOUR COMMUNICATIONS
• CONCLUSION: STORIES ARE A NONPROFIT’S GOLD MINE
• NOTE
• chapter NINE: Adopt an Attitude of Gratitude
• DONORS ARE TESTING NONPROFITS, AND NONPROFITS ARE FAILING
• IMPROVE YOUR THANK-YOU NOTES IN SIX STEPS
• CREATE THANK-YOU VIDEOS
• PUBLISH A SHORT ANNUAL REPORT
• CONCLUSION: STOP MAKING EXCUSES; MAKE THE TIME INSTEAD
• NOTE
• chapter TEN: Deliver Your Message: How and Where Are You Going to Say It?
• THE SEVEN WRITING STYLES FOR NONPROFIT COMMUNICATORS
• SUPPORT YOUR WORDS WITH IMAGES
• SELECT THE BEST COMMUNICATIONS CHANNELS FOR YOUR COMMUNITY
• USE MULTIPLE CHANNELS TO REINFORCE YOUR MESSAGE
• PUT YOUR MESSAGE WHERE YOUR COMMUNITY IS ALREADY GOING
• EXAMPLE: SELECTING CHANNELS TO REACH VOLUNTEERS
• CONVINCE YOUR SUPPORTERS TO OPEN YOUR EMAIL
• CONCLUSION: FIND THE RIGHT MIX AND GIVE IT TIME TO WORK
• PART THREE: Building a Community of Supporters Around You
• chapter ELEVEN: Make It Easy to Find You and to Connect with Your Cause
• BE WHERE PEOPLE ARE SEARCHING FOR ORGANIZATIONS LIKE YOURS
• CREATE A VISIBLE AND ACCESSIBLE HOME BASE
• GIVE NEW CONTACTS MULTIPLE OPTIONS FOR STAYING IN TOUCH
• KEEP YOUR WEBSITE IN GOOD SHAPE
• IMPROVE YOUR SEARCH ENGINE RANKINGS
• SHOULD YOUR WEBSITE INCLUDE A BLOG?
• GROW YOUR EMAIL LIST
• BUILD YOUR SOCIAL MEDIA PRESENCE
• CONCLUSION: DON’T LET POTENTIAL SUPPORTERS SLIP AWAY
• chapter TWELVE: Become an Expert Source for the Media and Decision Makers
• WHY SOME GROUPS GET THE CALL AND OTHERS DON’T
• THE FIVE QUALITIES OF A GOOD EXPERT SOURCE
• SEVEN STRATEGIES TO RAISE YOUR PROFILE AS AN EXPERT SOURCE
• HOW TO PITCH YOUR STORY TO THE MEDIA
• BE READY TO NEWSJACK
• WHO IS THE EXPERT? YOU OR THE ORGANIZATION?
• CONCLUSION: CREATE SOMETHING NEW AND SHARE IT
• NOTES
• chapter THIRTEEN: Build Engagement: Stay in Touch and Keep the Conversation Going
• IS YOUR CONTENT LIKE A GOOD GIFT OR A BAD GIFT?
• STRIVE FOR SHORTER, MORE FREQUENT COMMUNICATIONS IN MULTIPLE PLACES
• REMEMBER TO REPURPOSE YOUR CONTENT
• IMPROVE YOUR SOCIAL MEDIA ENGAGEMENT
• THE EMAIL ENGAGEMENT CRISIS
• CONCLUSION: CONVERSATION DOES PAY OFF
• NOTES
• chapter FOURTEEN: Empower Your Fans to Build More Support
• IDENTIFY YOUR WALLFLOWERS, BUDDIES, AND FANS
• WHAT MAKES SOMEONE A FAN?
• GIVE YOUR BIGGEST FANS THE PERSONAL TOUCH
• ENCOURAGE WORD-OF-MOUTH MARKETING AND REFERRALS
• BE CLEAR ABOUT THE BEST WAYS FOR PEOPLE TO HELP
• ENCOURAGE YOUR FANS TO FRIENDRAISE
• ENCOURAGE YOUR FANS TO FUNDRAISE
• APPROACH NEW FRIENDS OF FRIENDS
• CONCLUSION: BUILD YOUR SOCIAL CAPITAL
• NOTES
• PART FOUR: Doing It Yourself Without Doing Yourself In
• chapter FIFTEEN: Find the Talent: Keep Learning and Get Good Help
• BUILD YOUR OWN SKILLS
• EVERYONE ON STAFF IS A MARKETER (LIKE IT OR NOT)
• DELEGATE MARKETING TASKS TO OTHERS
• EMPOWER VOLUNTEERS SO THEY’LL COME BACK AGAIN
• HIRE CONSULTANTS AND FREELANCERS
• CONCLUSION: KNOW WHEN YOU NEED HELP – AND ASK FOR IT
• chapter SIXTEEN: Find the Treasure: Market Your Good Cause on a Tight Budget
• MARKETING TRIAGE: FOCUS IN AND FORGET THE REST
• GO CASUAL AND FRIENDLY
• HOW TO MAKE YOUR PRINT MARKETING MORE AFFORDABLE
• WHERE TO SPEND YOUR LIMITED DOLLARS AND WHERE TO SCRIMP
• FUNDING YOUR NONPROFIT MARKETING PROGRAM
• CONCLUSION: ZERO COMMUNICATIONS BUDGET = ZERO SUSTAINABILITY
• chapter SEVENTEEN: Find the Time: Get More Done in Fewer Hours
• STAY CALM NOT BUSY
• KEEP UP WITH BEST PRACTICES, BIG BRAINS, AND COOL KIDS
• GET FEAR OUT OF THE WAY
• ORGANIZE WHAT YOU’LL NEED AGAIN AND AGAIN
• CONCLUSION: GIVE YOURSELF A BREAK
• NOTE
• chapter EIGHTEEN: Conclusion: How Do You Know Whether You Are Doing a Good Job?
• GLOSSARY OF ONLINE MARKETING TERMS
• ACKNOWLEDGMENTS
• THE AUTHOR
• INDEX
• END USER LICENSE AGREEMENT