Kivi Leroux Miller - The Nonprofit Marketing Guide

1 COVER

2 TITLE PAGE SECOND EDITION

3 COPYRIGHT

4 DEDICATION

5 PREFACE: THE STORY BEHIND THIS BOOK

6 INTRODUCTION: HOW TO USE THIS BOOK

7 LOOKING FOR MORE?

8 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

9 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

10 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

11 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?

12 GLOSSARY OF ONLINE MARKETING TERMS

13 ACKNOWLEDGMENTS

14 THE AUTHOR

15 INDEX

16 END USER LICENSE AGREEMENT

1 Chapter 3Table 3.1. Elements of a Comprehensive Marketing StrategyTable 3.2. Sample Editorial Calendar for a Print Newsletter for a Local Humane ...

2 Chapter 6Table 6.1. The Stages of ChangeTable 6.2. Sample Persona Journey