Kivi Leroux Miller - The Nonprofit Marketing Guide

1 Chapter 6Figure 6.1. Empathy Map

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2 Table of Contents

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SECOND EDITION

KIVI LEROUX MILLER

Copyright © 2021 by Kivi Leroux Miller. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data is available:

ISBN 9781119771036 (Paperback)

ISBN 9781119771050 (ePDF)

ISBN 9781119771043 (ePub)

Cover Design: Wiley

Cover Image: © Sungjin Kim/Getty Images

Author Photo: Courtesy of the Author

For Edgar, Ava, and Jianna, the pot of gold at the end of my rainbow .

When I wrote the first edition of this book in 2010, it came largely from my personal experience. I started consulting as a freelance writer for nonprofits in 1998, after nearly a decade of working for nonprofits as a staff member, dedicated board member, and volunteer.

My freelance writing career was quickly revolutionized like everything else by the exponential growth of the Internet. Soon I was learning HTML and Photoshop, and then creating marketing strategies, drafting communications budgets, and attempting to calculate return-on-investment for all of this work that was, in so many ways, brand-new to the nonprofit sector.

The job of the modern nonprofit communications director was born, and I was one of the people trying to fill this new role for several different nonprofit clients. Throughout that decade from 2000 to 2010, I learned how to be that nonprofit marketing department of one. I experimented all the time, producing both successes and failures, but always learning.

I didn't, however, have any kind of roadmap for this work. It just didn't exist because the job was evolving just as fast as the Internet. I vowed that at some point I would write it myself.

At the same time, I began teaching workshops, first through the Social Action and Leadership School for Activists (SALSA) program in Washington, D.C., and then through Duke University's certificate program in nonprofit management in North Carolina. Because I enjoyed teaching so much, in 2007 I transitioned my business from primarily consulting to primarily training. I launched NonprofitMarketingGuide.com, including a blog and weekly webinar series.