The Nonprofit Marketing Guide:
High-Impact, Low-Cost Ways to Build Support for Your Good Cause
by Kivi Leroux Miller
Section
1—Chapters 1 – 3
KEY
CONCEPTS
Shelley
Jane Graff
*CHAPTER ONE—“Ten New
Realities for Nonprofits” =
¦ “Reality
2: There is no such thing as the general public” (p. 4)
¦ “Reality
3: You need to build your own media empire” (p. 5)
¦ “Reality
6: Personal and organizational personalities, or brands, are blending” (p. 7)
¦ “Reality
7: Good nonprofit marketing takes more time than money” (p. 8)
¦ “Reality
8: You’ve already lost control of your message—stop pretending otherwise” (p. 8)
*CHAPTER TWO—“Nonprofit
Marketing Plans in Theory—and in the Real World” =
¬ Social
Marketing
definition (p. 13): “Social marketing is defined as using
marketing concepts and techniques to achieve specific behavioral goals for a social
good.” (Miller)
¬ Elements
of a Comprehensive Marketing Plan (p. 15): “Marketing
Goals, Environmental Analysis, Audience and Segmentation, Messaging, Marketing
Tactics, Short-Term Steps, Long-Term Steps, Budget and Staffing, & Strategy
Metrics.” (Miller)
¬ “Creating
the Message: Testing the Campaign Slogan” (p. 19)
*CHAPTER THREE—“Listen
to the World Around You” =
Ø “Watch
and Listen” (p. 24)
Ø “Conduct
Online Surveys” (p. 27)
Ø “Develop
Your Keyword List” (p. 29)
Ø Social
Mention/SocialMention.com (p. 31)
v Concrete actions one is able to
take using listening skills:
v “1.
Better understand the people who matter most.” (p. 32)
v “7.
Feed your biggest fans.” (p. 33)
v “9.
Keep tabs on your critics.” (p. 33)
v “17.
Give good customer service.” (p. 34)
·
“How to Handle Cranks, Trolls, and
Flamers” (p. 34 – 35) =
·
So-called “internet pests” who use
negativity to get attention. “The troll
will try to encourage chaos among your blog readers by leaving rude
comments. The crank may try to
discourage others from backing your cause.
The flamer will attempt to rifle you up with personal attacks” (Miller,
p. 34).
·
However, “Before you start deleting
comments, be sure that what you are dealing with is actually a troll. Just because someone disagrees with you doesn’t
mean what they are saying isn’t worthy of discussion” (Miller, p. 35).
·
“Finally, if you just can’t ignore a
comment, be careful in your response.
Step away from the computer…Take some time and formulate a rational
response” (Miller, p. 35).
