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A nonprofit's real-world survival guide and nitty-gritty how-to handbook
This down-to-earth book shows how to hack through the bewildering jungle of marketing options and miles-long to-do lists to clear a marketing path that's right for your organization, no matter how understaffed or underfunded. You'll see how to shape a marketing program that starts from where you are now and grows with your organization, using smart and savvy communications techniques, both offline and online. Combining big-picture management and strategic decision-making with reader-friendly tips for implementing a marketing program day in and day out, this book provides a simple yet powerful framework for building support for your organization's mission and programs.
- Includes cost-effective strategies and proven tactics for nonprofits
- An ideal resource for thriving during challenging times
- Fast, friendly, and realistic advice to help you navigate the day-by-day demands of any nonprofit
Written by one of the leading sources of how-to info and can-do inspiration for small and medium-sized nonprofit organizations, Kivi Leroux Miller is,among other things, a communication consultant and trainer, and president of EcoScribe Communications and Nonprofit Marketing Guide.com.
- Sales Rank: #75873 in Books
- Published on: 2010-06-08
- Original language: English
- Number of items: 1
- Dimensions: 9.20" h x .55" w x 7.10" l, .92 pounds
- Binding: Paperback
- 256 pages
From the Back Cover
The Nonprofit Marketing Guide offers understaffed and underfunded nonprofits no-nonsense, down-to-earth advice that shows you how to shape an effective marketing program that starts from where you are now and grows with your organization. The book is filled with smart, savvy marketing and communications techniques (both offline and online) that combine big-picture management and decision-making strategies with easy-to-apply ideas for implementing successful marketing campaigns that support your organization and cause.
Praise for The Nonprofit Marketing Guide
"This book is filled with practical advice, tips, and checklists—everything you need in one book to help your nonprofit organization create and implement a marketing plan that gets results!"
—Beth Kanter, blogger, Beth's Blog, and coauthor, The Networked Nonprofit
"Brilliant and comprehensive! Kivi Leroux Miller covers all the bases in this lively and insightful guide to marketing for nonprofit organizations. The breadth of her experience on both sides of the consultant-client divide shows clearly here. If you're responsible for marketing and communications and stretched to the limit and beyond, buy this book. You'll soon see how much easier your job becomes."
—Mal Warwick, author, Fundraising When Money Is Tight and How to Write Successful Fundraising Letters
"The Nonprofit Marketing Guide provides needed direction for busy nonprofit professionals who find themselves doing multiple jobs without time to focus on effective marketing and communications. This book relieves the feeling of being overwhelmed and provides strategic direction for our valuable resources of time and money."
—Allison Treppa, director of marketing and communications, Michigan Nonprofit Association
"As a tiny nonprofit with a total budget of about $100,000, we obviously have very little set aside for marketing. Kivi understands our situation and provides practical, useful, low-cost marketing advice that produces great results."
—Danielle Denhardt, board of directors, Fancy Cats Rescue Team
About the Author
Kivi Leroux Miller is the founder of NonprofitMarketing Guide.com, one of the leading sources of information and guidance for nonprofit organizations with limited resources. Leroux Miller is a communications consultant, trainer, and blogger. Visit www.nonprofitmarketingguide.com/book for additional resources, tools, and tips that go with this book.
Most helpful customer reviews
14 of 14 people found the following review helpful.
A Guide for the rest of us.
By Joshua Leo
Kivi understands that marketing a nonprofit is a whole different animal. Anyone in charge of marketing/promotions for a nonprofit understands the budget constraints and organizational push-back that comes with the territory. Kivi writes this book with all those obstacles in mind. Not only does this book help people new to the concepts of marketing, but also to those who are familiar with them but now need to apply them to the nonprofit world.
The book is not only helpful to those who are in charge of external communications but anyone involved in representing the organization. This book would be a great addition to the library of any development team or nonprofit leader. The clear explanations and practical applications really made me feel confident in my new found responsibilities at work. I worried that the content of this book might be just a rehashing of nonprofit-marketing content from Kivi's blog or other sites but was very happy to find a wealth of new practical information organized in a very clear way.
I would highly recommend this book to anyone who is seeking out ways to get new people interested in getting involved with your nonprofit.
13 of 13 people found the following review helpful.
For Great Ideas from the Networked Nonprofit
By Tobi
I've been following Kivi Leroux Miller's posts on Kivi's Nonprofit Communications Blog for about a year, and she always adds value. So, when her new book The Nonprofit Marketing Guide: High-impact, Low-Cost Ways to Build Support for Your Good Cause was released last Spring I was ready to buy. It's bound to become a classic.
The Guide includes plenty of smart, timely, and fresh advice from someone who clearly understands nonprofit realities. Recognizing the limitations we face, Miller includes not only the Elements of a Comprehensive Nonprofit Marketing Plan, but also adds a section on Nonprofit Marketing the Quick-And-Dirty Way. If you're new to marketing, this book will help you get started off on the right foot. If you're an old hand at it, I guarantee you'll find new ideas you haven't tried before.
The first chapter, Ten New Realities for NonProfits, is straight talk that is relevant, on point, and a great primer on how things have changed over the last few years. If you're getting crazy marketing requests from your boss, lend them your copy for a quick read. It'll be an education.
Here are four tactics from the Guide you can use right away:
1) When defining your audience, use personas. If your audience is still "the general public," it's time to make a change. Build representative characters for each target audience; find photos that represent them and describe their age, educational level, hobbies, motivations, values, etc. in detail. Then, match your messages and communication channels to these personas.
2) Develop your storytelling skills. Nothing convinces an audience more than stories of real life struggle and achievement. Miller describes three plot lines -- the challenge plot, the creativity plot, and the connection plot -- you can use to put a human face on the work you do and gives a list of story ideas to help you get started.
3) Focus on the plight of one person instead of many. When asking for support, describe the needs of one person who represents your cause. Research shows that people are more likely to feel an emotional connection to one person, and be compelled to act because of that connection. A crowd, no matter how needy, just doesn't have the same power.
4) Think of your organization as a media mogul. It's time to think beyond the mainstream media. Let's face it, they're not that helpful anyway. The good news is that the technology exists to create and distribute your own brilliant content. Miller gives plenty of advice on how to use social media to engage supporters and give tips on how to create an editorial calendar that reduces the social media time suck.
The book also includes a password so that you can access the book's companion website to keep the ideas flowing. If you're ready for a marketing makeover or just want to take your game up a notch, check out The Nonprofit Marketing Guide.
Posted on Tobi's Nonprofit Management Blog -- [...]
11 of 11 people found the following review helpful.
The Nonprofit Marketing Guide
By Lane Bresticker
If this would have been the first marketing book I ever bought, I could have stopped spending money! The author covers everything in a friendly, organized and clear manner. I quickly discovered all I need to know about marketing my nonprofit's programs and events without ruining our small budget. The author even taught me how to manage my time to effectively complete my marketing tasks. Thanks to this book, I'm on track and comfortably moving ahead. The author knows the subject from all angles and shares her knowledge through great story-telling and checklists. Brilliant!
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