There are more than a million nonprofit organizations in the United Sates, and every one of them needs to tell its story, find clients, solicit donations, sell services, and encourage its volunteers. Yet few have a marketing department, and many have serious challenges in meeting their communications and marketing goals. This book will help in-house communications staff be more effective while sticking to their budgets.
Addressed to the Marketing Communications manager in small to medium sized nonprofits, this book assumes that the reader has little formal knowledge of marketing. In plain language, it provides a hands-on reference that can be referred to frequently, providing checklists and actionable tips to make marketing easier and more effective.
This second edition adds a new chapter on crisis communications management, as well as updated infraomtion on social media and new tips on marketing automatin. It also adds a full index.
|Publisher:||CyberEdge Information Services|
|Edition description:||2nd ed.|
|Product dimensions:||6.00(w) x 9.00(h) x 0.47(d)|
About the Author
He has served on the Boards of many nonprofits as well as providing leadership in Executive Director roles.
Ben's consulting and writing focus on areas of significant impact for nonprofit organizations:
* Effective communications as part of every nonprofit's strategy for success.
* Use of business best practices to further social and beneficial causes.
* Social enterprise and Corporate Social Responsibility.
* Evaluation, especially building evaluation into new programs
* Leveraging strengths through collaboration
Table of Contents
Building a Successful Nonprofit MarCom Program
1 Introduction: System Marketing™ Your Key to Success
2 How Your Nonprofit is Just Like a Hot Internet Startup
3 Some Best Practices for Nonprofit Marketing
4 A Few More Best Practices of Nonprofit MarCom
5 Using Social Media Well
6 The Importance of Branding
7 You May Have Heard This Before
8 Building Your Messaging Foundation
9 The 4 C’s of Good Communications
10 The Marketing Mix
11 Marketing vs. Sales
12 Websites 101: Making Your Website Findable
13 Making Search Engines Work For You
14 Stickiness: Your Website Needs It
15 Testing, Testing, 1,2,3
16 The Best Exercise is Walking
17 Making the Most of Events
18 Writing the Press Release that People Read
19 About Advertising
20 What to Measure, Why and When
21 Open in case of Emergency
22 How to Help Your Board Help You
23 Helpful Resources
Your Nonprofit Marketing Glossary
About the Author