Table of Contents for Nonprofit Marketing Guide : High-Impact, Low-Cost Ways to Build Support for Your Good Cause


Foreword (Katya Andresen).
Preface: Why I Wrote This Book.
Acknowledgments.
About the Author.
Introduction: How to Use This Book.
PART ONE Getting Ready to Do It Right.
CHAPTER ONE Ten New Realities for Nonprofits.
Reality 1: Marketing Is Not a Dirty Word—Nor Is Communications or Public Relations.
Reality 2: There Is No Such Thing as the General Public.
Reality 3: You Need to Build Your Own Media Empire.
Reality 4: All Generations—Including Seniors—Are Online.
Reality 5: Nonprofit Communicators Are Transforming into Community Organizers.
Reality 6: Personal and Organizational Personalities, or Brands, Are Blending.
Reality 7: Good Nonprofit Marketing Takes More Time Than Money.
Reality 8: You've Already Lost Control of Your Message—Stop Pretending Otherwise.
Reality 9: Marketing Is Not Fundraising, But It Is Essential to It.
Reality 10: Old-Fashioned Basics Still Work Best, Even Online
Conclusion: Try Boldly, and Try Again.
CHAPTER TWO Nonprofit Marketing Plans in Theory—And in the Real World.
The Real Definition of Marketing.
The Five Ps of Social Marketing.
Elements of a Comprehensive Nonprofit Marketing 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.
CHAPTER THREE Listen to the World Around You.
Watch and Listen.
Convene Informal Focus Groups.
Conduct Online Surveys.
Analyze Your Web and Email Statistics.
Review Media Kits and Advertising.
Watch for Relevant Polling and Survey Data.
Monitor Online Mentions and Social Media Conversations.
Follow Specific People and Sources Online.
Choose What to Do with What You Learn.
Conclusion: Never Stop Listening.
PART TWO Writing a Quick and Dirty Marketing Plan for a Specific Program.
CHAPTER FOUR Define Your Audiences: Who Do You Want to Reach?
Recognize that You Have Multiple Audiences.
Segment Your Target Audience into Groups.
Example: Defining One Segment of a Target Audience.
Use Personas to More Clearly Describe Your Groups.
Example: Creating Specific Personas within a Segmented Group.
Avoid Cultural Stereotypes.
Watch for Gatekeepers and Create Personas for Them, Too
Conclusion: Don't Jump Ahead to Tactics.
CHAPTER FIVE 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.
Create Messages That Appeal to Your Target Audience.
Example: Matching Messages to Personas' Values.
Conclusion: Even the Relief Workers Want to Save the Darfur Puppy.
CHAPTER SIX Deliver Your Message: How and Where Are You Going to Say It?
Package Your Message into Words.
Support Your Words with Images.
Select the Best Communications Channels for Your Audience.
Use Multiple Channels to Reinforce Your Message.
Put Your Message Where Your Audience 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.
CHAPTER SEVEN Spread Your Message Further by Telling Great Stories.
Good Nonprofit Storytelling Does Not Require an MFA.
Tell Stories with the Challenge Plot.
Tell Stories with the Creativity Plot.
Tell Stories with the Connection Plot.
Six Qualities of a Good Nonprofit Marketing Story.
Where to Look for 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 Goldmine.
PART THREE Building a Community of Supporters.
CHAPTER EIGHT Make It Easy to Find You and to Connect with Your Cause.
Create a Visible and Accessible Home Base.
Be Where People Are Searching for Organizations Like Yours
Get Your Website in Good Shape.
Improve Your Search Engine Rankings.
Establish Your Social Media Presence.
Give New Contacts Multiple Options for Staying in Touch.
Grow Your Email List.
Grow Your List of RSS Subscribers.
Grow Your List of Friends and Followers.
Stay Consistent: Branding Your Nonprofit.
Conclusion: Don't Let Potential Supporters Slip Away.
CHAPTER NINE 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.
Who Is the Expert? You or the Organization?
Conclusion: Create Something New and Share It.
CHAPTER TEN Stay in Touch with Your Community of Supporters.
Think of Your Organization as a Media Mogul.
Strive for Shorter, More Frequent Communications in Multiple Places.
Understand the Gifting Model of Nonprofit Communications.
Pull It All Together with a Content Creation Strategy.
Create an Editorial Calendar.
Engage in Conversations Online.
Consider Your Social Media Policy.
Conclusion: Conversation Does Pay Off.
CHAPTER ELEVEN Adopt an Attitude of Gratitude.
The “What I Got When I Gave” Experiment.
Donors are Testing Nonprofits, and Nonprofits Are Failing.
Improve Your Thank-You Notes in Six Steps.
Publish an Annual Report.
Conclusion: Stop Making Excuses; Make the Time Instead.
CHAPTER TWELVE Empower Your Fans to Build More Support for You.
Identify Your Wallflowers, Buddies, and Fans.
What Makes Someone a Fan?
Give Your Biggest Fans the Personal Touch.
Build Up Your Social Capital.
Be Clear about the Best Ways for People to Help.
Encourage Your Fans to Friendraise.
Encourage Your Fans to Micro-Fundraise.
Approach New Friends of Friends.
Empower Your Biggest Fans: Lessons from the Obama Campaign.
Conclusion: Give and You Shall Receive.
PART FOUR Doing It Yourself Without Doing Yourself In.
CHAPTER THIRTEEN Find the Time: Get More Done in Fewer Hours
Keep Up with Best Practices, Big Brains, and Cool Kids.
Get Fear Out of the Way.
Avoid the Social Media Time Sink.
Organize What You'll Need Again and Again.
Track, Test, and Do What Works.
Conclusion: Give Yourself a Break.
CHAPTER FOURTEEN Find the Talent: Keep Learning and Get Good Help.
Everyone on Staff Is a Marketer (Whether They Like It or Not).
Build Your Own Skills.
Learn to Edit Your Own Work.
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 FIFTEEN Find the Treasure: Market Your Good Cause on a Tight Budget.
Don't Rattle Your Tip Cup.
Do Marketing Triage: Focus In and Forget the Rest.
Go Casual and Friendly.
Shift Your Marketing from Print to Pixels.
Switch Your Newsletter from Print to Email.
Make Your Remaining Print Marketing More Affordable.
Choose Where to Spend Your Limited Dollars and Where to Scrimp.
Fund Your Nonprofit Marketing Program
Conclusion: Zero Communications Budget = Zero Sustainability.
CHAPTER SIXTEEN Conclusion: How Do You Know Whether You Are Doing a Good Job?
Notes.
Glossary of Online Marketing Terms.
Index.