The Nonprofit Marketing Guide. Kivi Leroux Miller

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: