Content Marketing for Nonprofits - A Communications Map for Engaging Your Community, Becoming a

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 ...

List of contents

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 Infl uencers: 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 Stop Interrupting and Start Attracting 25
 
How Inbound and Outbound Communications Work Together 28
 
Communications at VolunteerMatch before and after Content Marketing 28
 
Nonprofit Communications with and without a Content Strategy 30
 
Focusing Less on Channels and More on Reactions 32
 
Example: Remaking a Newsletter Using Content Marketing 33
 
The Power of Becoming a Favorite Nonprofit 35
 
Finding Your Nonprofi t's Marketing Maturity Level 36
 
Why It Matters: Favorite Organizations Win 43
 
3 Planting Your Flag at the Destination: Setting Content Marketing Goals and Measuring Progress 45
 
Why Are You Communicating in the First Place? 46
 
Starting Your Goals Discussion: The Relative Importance of Short-Term Fundraising 48
 
Fundraising Communicators versus Community or Brand-Building Communicators 58
 
Aligning Your Goals with What Defi nes Success 59
 
Measuring Content Marketing Progress: Are We There Yet? 62
 
Measuring Exposure versus Engagement 63
 
Five Ways to Measure Marketing 64
 
Setting SMART Objectives 68
 
Why It Matters: Goals Get You Moving 71
 
Part Two Who Will Go with You: Redefining Your Marketing Relationships 73
 
4 Making Friends on the Trail: What Supporters, Participants, and Influencers Want from You 75
 
Why People Give, Volunteer, and Advocate 76
 
What Supporters Want from You 80
 
What Volunteers Want from You 82
 
What Advocates Want from You 85
 
What Influencers Want from You 87
 
Reaching Overlooked Program Participants 91
 
How Your Needs and Theirs Come Together 92
 
Leaving Content Cairns for People at Different Stages 96
 
Why It Matters: They Are Your Partners, Not Your Audience 100
 
5 Deciding on Your Trail Name: The Voice and Style You Want to Be Known For 101
 
Picking Your Content Personality or Voice 102
 
Customizing Your Voice with Tone and Style 109
 
Taking on Big, Serious Issues in a Funny Voice 111
 
Bringing Out Your Personality in Social Media 112
 
No Matter Your Personality, Add the Three G's 113
 
Why It Matters: You Need Them to Recognize You 115
 
6 Carrying the Load: How to Staff Your Content Marketing Strategy 117
 
The Role of the Nonprofi t Communications Director 118
 
Helping Staff Understand the Basics 120
 
Creating a Culture Where Everyone Is a Marketer 122
 
Facilitating a Board Retreat on Marketing 125
 
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Product details

• Authors: K Leroux Miller, Kivi Leroux Miller
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 18.10.2013
• EAN: 9781118444023
• ISBN: 978-1-118-44402-3
• No. of pages: 432
• Series: The Jossey-Bass Nonprofit Guidebook Series; Jossey-Bass Nonprofit Guideboo; The Jossey-Bass Nonprofit Guidebook Series; Jossey-Bass Nonprofit Guideboo
• Subjects: Social sciences, law, business > Business > Management; Business & management, gemeinnützige Organisationen, Gemeinnützige Organisation, Non-profit organizations, Wirtschaft u. Management, Gemeinnützige Organisationen / Management u. Führung, Non-Profit Organizations / Management Leadership, Non-Profit Organizations / Marketing & Communications, Gemeinnützige Organisationen / Marketing u. Kommunikation, Mittelbeschaffung