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Informationen zum Autor Kivi Leroux Miller is the founder of Nonprofit Marketing Guide.com and the author of The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause from Jossey-Bass. Through training, coaching, and consulting, Kivi helps nonprofits develop and execute smart, savvy marketing and communications strategies. Klappentext Nonprofits are communicating more often and in more ways than ever before . . .but is anyone paying attention?In her follow-up to The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause, Kivi Leroux Miller shows you how to design and implement a content marketing strategy that will attract people to your cause, rather than begging for their attention or interrupting them with your communications. Youll learn how to plan, create, share, and manage relevant and valuable content that inspires and motivates people to support your nonprofit in many different ways.Inside:* Eye-opening look at how nonprofit marketing and fundraising is changing, and the perils of not quickly adapting* Up-to-date guidance on communicating in a fast-paced, multichannel world* How to make big-picture strategic decisions about your content, followed by pragmatic and doable tactics on everything from editorial calendars to repurposing content* Real-world examples from 100+ nonprofits of all sizes and missionsThis book is your must-have guide to communicating so that you keep the supporters you already have, attract new ones, and together, change the world for the better. Zusammenfassung Nonprofits are communicating more often and in more ways than ever before . . .but is anyone paying attention?In her follow-up to The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause, Kivi Leroux Miller shows you how to design and implement a content marketing strategy that will attract people to your cause, rather than begging for their attention or interrupting them with your communications. Youll learn how to plan, create, share, and manage relevant and valuable content that inspires and motivates people to support your nonprofit in many different ways.Inside:* Eye-opening look at how nonprofit marketing and fundraising is changing, and the perils of not quickly adapting* Up-to-date guidance on communicating in a fast-paced, multichannel world* How to make big-picture strategic decisions about your content, followed by pragmatic and doable tactics on everything from editorial calendars to repurposing content* Real-world examples from 100+ nonprofits of all sizes and missionsThis book is your must-have guide to communicating so that you keep the supporters you already have, attract new ones, and together, change the world for the better. Inhaltsverzeichnis Foreword xxi Preface xxv What Is Content Marketing? xxv It's a Long Trek xxvi Stop, Think, and Discuss xxvii Acknowledgments xxix About the Author xxxi Part One Finding a New Path: The Power of Content Marketing 1 1 Hearing the Call of the Wild: The Case for Changing Your Communications Approach 3 The End of the Target Audience 4 Participants, Supporters, and Influencers: Your PSIs 6 Seismic Shifts Affecting Your Marketing Strategy 7 Media Shifts: More Channels, More Choices, More Power to Decide 7 Demographic Shifts: The Four Generations of Your PSIs 13 How Each Generation Views Philanthropy 14 How Media and Demographic Shifts Affect Communications Choices 17 Why You Need to Respond to These Shifts 19 The Inner Angel-Inner Bookkeeper Problem 20 Why It Matters: Your PSIs Decide Relevance, Not You 21 2 Understanding This Trek: How Content Marketing Is Different 23 The Theory of Change for Nonprofit Content Marketing 24 How to ...
