The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause -- Contents -- Foreword -- Preface: Why I Wrote This Book -- Acknowledgments -- 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 -- UNFAMILIAR WITH SOME OF THE TERMS IN THIS CHAPTER? -- FOLLOW SPECIFIC PEOPLE AND SOURCES ONLINE -- 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 -- 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 GOLDMINE -- Part Three: Building a Community of Supporters Around You -- 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 -- CONSIDER 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 MICROFUNDRAISE -- 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 -- UNFAMILIAR WITH SOME OF THE TERMS IN THIS CHAPTER? -- 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 (LIKE IT OR NOT) -- BUILD YOUR OWN SKILLS -- 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 -- MARKETING TRIAGE: FOCUS IN AND FORGET THE REST -- GO CASUAL AND FRIENDLY -- SHIFT YOUR MARKETING FROM PRINT TO PIXELS -- SWITCHING FROM A PRINT NEWSLETTER TO AN EMAIL NEWSLETTER -- HOW TO MAKE YOUR REMAINING PRINT MARKETING MORE AFFORDABLE -- WHERE TO SPEND YOUR LIMITED DOLLARS AND WHERE TO SCRIMP -- FUNDING 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 -- Accessing the Companion Website.

Index.