The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause by Kivi Leroux Miller

Section 2—Chapters 4 – 7

KEY CONCEPTS

Shelley Jane Graff

*CHAPTER FOUR—“Define Your Audiences: Who Do You Want to Reach?” =

¦ “The Stages of Change” (p. 41)

¦ “Creating Specific Personas Within A Segmented Group” (p. 44)

¦ “The Power of Personal Identity” (p. 53)

*CHAPTER FIVE—“Create A Powerful Message: What Do You Want to Say?” =

¬ “Benefit Exchange” (p. 58)

*CHAPTER SIX—“Deliver Your Message: How and Where Are You Going to Say It?” =

Ø “Convince Your Supporters to Open Your E-mail” (p. 73) =

v “1. Make the “From” field recognizable.” (p. 73)

v “2. Describe the candy; not the wrapper.” (p. 73)

v “3. Change your subject line from edition to edition.” (p. 73)

v “4. Emphasize the personal value of your content.” (p. 73)

v “5. Don’t tell people what to do.” (p. 73)