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Table of Contents
1 COVER
5 PREFACE: THE STORY BEHIND THIS BOOK
6 INTRODUCTION: HOW TO USE THIS BOOK
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