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Content Marketing for Nonprofits

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lt;p>Nonprofits are communicating more often and in more ways than ever before . . .but is anyone paying attention?In her follow-u... Weiterlesen
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Beschreibung

lt;p>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 missions 

This 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.



Autorentext

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

Content Marketing for Nonprofits

A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money

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. You'll 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 you'll find the following:

  • 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 missions

This 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.

"Content Marketing for Nonprofits is an incredibly enlightening read from top to bottom. Nonprofit professionals will find this book chock-full of important research, exciting ideas, and best of all, practical help. Kivi has unparalleled insights, and this book is a go-to resource on my bookshelf!"
Lindsay J. K. Nichols, communications director, GuideStar

Inhalt

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 AngelInner 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 Volunteer Match 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 Nonprofit'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 Nonprofit 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

An Easy Way Others Can Help: Storytelling Stringers 127

Supporting Your Team with a Marketing Bank 128

Creative Briefs and Job Requests 133

Dealing with Resistance 136

Why It Matters: You Can't Do It as Well Alone 137

Part Three Envision the Journey: Preparing Your Content Marketing Plan 139

7 Mappi...

Produktinformationen

Titel: Content Marketing for Nonprofits
Untertitel: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money
Autor:
EAN: 9781118722374
ISBN: 978-1-118-72237-4
Format: E-Book (epub)
Herausgeber: Jossey-Bass
Genre: Sonstiges
Anzahl Seiten: 432
Veröffentlichung: 08.08.2013
Jahr: 2013
Untertitel: Englisch
Dateigrösse: 4.0 MB