The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause by Kivi Leroux Miller Section 3—Chapters 8 – 12 KEY CONCEPTS

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

Section 3—Chapters 8 – 12

KEY CONCEPTS

Shelley Jane Graff

*CHAPTER EIGHT—“Make It Easy to Find You and to Connect with Your Cause” =

¦ “Are There Stories on the Need or Successes?” (p. 100)

¦ “Improve Your Search Engine Rankings” (p. 101)

¦ “Put Keywords in the Right Places in Your Page Text” (p. 102)

¦ “STAY CONSISTENT: BRANDING YOUR NONPROFIT” (p. 109) =

± “1. Make sure that there’s agreement, within leadership and key departmental staff, on what your brand is.” (p. 109)

± “2. Create a process for creation and review of marketing materials.” (p. 109)

± “3. Design and implement tools to make it easier for colleagues to develop or generate communications that convey the brand.” (p. 109)

± “4. Hold a training session.” (p. 110)

*CHAPTER NINE—“Become an Expert Source for the Media and Decision Makers” =

*CHAPTER TEN—“Stay in Touch with Your Community of Supporters” =

Ø “THINK OF YOUR ORGANIZATION AS A MEDIA MOGUL” (p. 126) =

v “Cool Aunt” (p. 130)

Ø “CREATE AN EDITORIAL CALENDAR” (p. 133) = [Three Audiences] =

v “Who needs to be fed?” (p. 134)

v “Where do they need to be fed?” (p. 134)

v “How often do they need to be fed?” (p. 134)

Ø “CONSIDER YOUR SOCIAL MEDIA POLICY” (p. 138)

*CHAPTER ELEVEN—“Adopt an Attitude of Gratitude” =

*CHAPTER TWELVE—“Empower Your Fans to Build More Support for You” =

S   “IDENTIFY YOUR WALLFLOWERS, BUDDIES, AND FANS” (p. 152) =

] “Wallflowers.  They are in touch with you, but prefer to keep to themselves.” (p. 152)

] “Buddies.  Buddies like your organization and what you do.  They sometimes volunteer time, donate money, or attend your events.” (p. 152-153)

] “Fans.  Fans regularly connect with you and your cause and spread the word to others without being asked to do so, because they love what you do and being associated with your cause.” (p. 153)

] Conversion strategies follow these definitions—i.e., how to convert a ‘wallflowers’ into ‘buddies.’ (p. 153)

S  “BE CLEAR ABOUT THE BEST WAYS FOR PEOPLE TO HELP” (p. 159)