The nonprofit marketing guide: high-impact, low-cost ways to build support for your good cause
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, New Jersey
Wiley
[2021]
|
| Ausgabe: | Second edition |
| Schlagworte: | |
| Online-Zugang: | FHD01 FHM01 |
| Beschreibung: | 1 Online-Ressource (xxi, 242 Seiten) |
| ISBN: | 9781119771050 9781119771043 |
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| 505 | 8 | |a Cover -- Title Page -- Copyright Page -- Contents -- Preface: The Story Behind This Book -- Introduction: How to UseThis Book -- Looking for More? -- Part One Getting Ready to Do It Right -- Chapter 1 10 Realities of Nonprofit Marketing -- Reality 1: Marketing Effectiveness Depends on a Confident, Skilled Professional -- Reality 2: Marketing Effectiveness Depends on a Supportive Organizational Culture -- Reality 3: There Will Always Be Too Much to Do -- Reality 4: There Is No Such Thing as the General Public -- Reality 5: You Need to Manage Your Own Media Empire | |
| 505 | 8 | |a Reality 6: Nonprofit Marketing Is a Form of Community Organizing -- Reality 7: Personal and Organizational Brands Often Blend -- Reality 8: Good Nonprofit Marketing Takes More Time Than Money -- Reality 9: You've Already Lost Control of Your Message -- Stop Pretending Otherwise -- Reality 10: Marketing Is Not Fundraising, but It Is Essential to It -- Conclusion: Try Boldly, and Try Again -- Chapter 2 Defining Marketing in the Nonprofit Sector -- The Official Definition of Marketing -- Is This Work Called Marketing or Communications or Something Else? | |
| 505 | 8 | |a A More Meaningful Distinction: Marketing for Fundraising or for Community Engagement -- The Most Common Nonprofit Marketing Goals -- The Most Common Nonprofit Marketing Strategies -- The Most Common Nonprofit Marketing Objectives -- The Most Common Nonprofit Marketing Tactics -- Conclusion: If You Can Name It, You Can Own It -- Chapter 3 Nonprofit Marketing Plans in Theory -- and in the Real World -- What Goes in a Marketing Strategy -- What Goes in a Communications Plan -- Nonprofit Marketing the Quick-and-Dirty Way -- Example: The American Red Cross's "Do More Than Cross Your Fingers" Campaign | |
| 505 | 8 | |a Conclusion: Always Think Before You Speak -- Chapter 4 How Nonprofits Increase Their Marketing Effectiveness Over Time -- Level One -- Beginner -- Level Two -- Capable -- Level Three -- Skilled -- Level Four -- Advanced -- Level Five -- Expert -- How Much Planning Is Taking Place -- How Well Permission-Based Marketing Is Managed -- How Well Content Marketing Is Managed -- How Well Organizational Culture Supports Marketing -- Conclusion: Give It Time and Put in the Work -- Chapter 5 Do Your Homework: Listen to the World Around You -- Watch and Listen -- Convene Informal Focus Groups | |
| 505 | 8 | |a Conduct Online Surveys -- Analyze Your Website, Email, and Social Media Statistics -- Review Media Kits and Advertising -- Watch for Relevant Polling and Survey Data -- Find Conversations via Keywords and Hashtags -- What to Do with What You Learn -- Conclusion: Never Stop Listening -- Part Two Answering the Three Most Important Nonprofit Marketing Questions -- Chapter 6 Define Your Community: Who Do You Want to Reach? -- In Marketing, There's No Such Thing as the General Public -- Recognize That You Are Communicating with Multiple Groups of People -- Segment Your Community into Groups | |
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| author | Leroux Miller, Kivi 1969- |
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| contents | Cover -- Title Page -- Copyright Page -- Contents -- Preface: The Story Behind This Book -- Introduction: How to UseThis Book -- Looking for More? -- Part One Getting Ready to Do It Right -- Chapter 1 10 Realities of Nonprofit Marketing -- Reality 1: Marketing Effectiveness Depends on a Confident, Skilled Professional -- Reality 2: Marketing Effectiveness Depends on a Supportive Organizational Culture -- Reality 3: There Will Always Be Too Much to Do -- Reality 4: There Is No Such Thing as the General Public -- Reality 5: You Need to Manage Your Own Media Empire Reality 6: Nonprofit Marketing Is a Form of Community Organizing -- Reality 7: Personal and Organizational Brands Often Blend -- Reality 8: Good Nonprofit Marketing Takes More Time Than Money -- Reality 9: You've Already Lost Control of Your Message -- Stop Pretending Otherwise -- Reality 10: Marketing Is Not Fundraising, but It Is Essential to It -- Conclusion: Try Boldly, and Try Again -- Chapter 2 Defining Marketing in the Nonprofit Sector -- The Official Definition of Marketing -- Is This Work Called Marketing or Communications or Something Else? A More Meaningful Distinction: Marketing for Fundraising or for Community Engagement -- The Most Common Nonprofit Marketing Goals -- The Most Common Nonprofit Marketing Strategies -- The Most Common Nonprofit Marketing Objectives -- The Most Common Nonprofit Marketing Tactics -- Conclusion: If You Can Name It, You Can Own It -- Chapter 3 Nonprofit Marketing Plans in Theory -- and in the Real World -- What Goes in a Marketing Strategy -- What Goes in a Communications Plan -- Nonprofit Marketing the Quick-and-Dirty Way -- Example: The American Red Cross's "Do More Than Cross Your Fingers" Campaign Conclusion: Always Think Before You Speak -- Chapter 4 How Nonprofits Increase Their Marketing Effectiveness Over Time -- Level One -- Beginner -- Level Two -- Capable -- Level Three -- Skilled -- Level Four -- Advanced -- Level Five -- Expert -- How Much Planning Is Taking Place -- How Well Permission-Based Marketing Is Managed -- How Well Content Marketing Is Managed -- How Well Organizational Culture Supports Marketing -- Conclusion: Give It Time and Put in the Work -- Chapter 5 Do Your Homework: Listen to the World Around You -- Watch and Listen -- Convene Informal Focus Groups Conduct Online Surveys -- Analyze Your Website, Email, and Social Media Statistics -- Review Media Kits and Advertising -- Watch for Relevant Polling and Survey Data -- Find Conversations via Keywords and Hashtags -- What to Do with What You Learn -- Conclusion: Never Stop Listening -- Part Two Answering the Three Most Important Nonprofit Marketing Questions -- Chapter 6 Define Your Community: Who Do You Want to Reach? -- In Marketing, There's No Such Thing as the General Public -- Recognize That You Are Communicating with Multiple Groups of People -- Segment Your Community into Groups |
| ctrlnum | (OCoLC)1257803976 (DE-599)BVBBV047338012 |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | Second edition |
| format | Electronic eBook |
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| id | DE-604.BV047338012 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T17:33:25Z |
| indexdate | 2024-07-10T09:09:22Z |
| institution | BVB |
| isbn | 9781119771050 9781119771043 |
| language | English |
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| owner_facet | DE-1050 DE-M347 |
| physical | 1 Online-Ressource (xxi, 242 Seiten) |
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| publishDate | 2021 |
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| publisher | Wiley |
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| spelling | Leroux Miller, Kivi 1969- Verfasser (DE-588)1011976358 aut The nonprofit marketing guide high-impact, low-cost ways to build support for your good cause Kivi Leroux Miller Second edition Hoboken, New Jersey Wiley [2021] 1 Online-Ressource (xxi, 242 Seiten) txt rdacontent c rdamedia cr rdacarrier Cover -- Title Page -- Copyright Page -- Contents -- Preface: The Story Behind This Book -- Introduction: How to UseThis Book -- Looking for More? -- Part One Getting Ready to Do It Right -- Chapter 1 10 Realities of Nonprofit Marketing -- Reality 1: Marketing Effectiveness Depends on a Confident, Skilled Professional -- Reality 2: Marketing Effectiveness Depends on a Supportive Organizational Culture -- Reality 3: There Will Always Be Too Much to Do -- Reality 4: There Is No Such Thing as the General Public -- Reality 5: You Need to Manage Your Own Media Empire Reality 6: Nonprofit Marketing Is a Form of Community Organizing -- Reality 7: Personal and Organizational Brands Often Blend -- Reality 8: Good Nonprofit Marketing Takes More Time Than Money -- Reality 9: You've Already Lost Control of Your Message -- Stop Pretending Otherwise -- Reality 10: Marketing Is Not Fundraising, but It Is Essential to It -- Conclusion: Try Boldly, and Try Again -- Chapter 2 Defining Marketing in the Nonprofit Sector -- The Official Definition of Marketing -- Is This Work Called Marketing or Communications or Something Else? A More Meaningful Distinction: Marketing for Fundraising or for Community Engagement -- The Most Common Nonprofit Marketing Goals -- The Most Common Nonprofit Marketing Strategies -- The Most Common Nonprofit Marketing Objectives -- The Most Common Nonprofit Marketing Tactics -- Conclusion: If You Can Name It, You Can Own It -- Chapter 3 Nonprofit Marketing Plans in Theory -- and in the Real World -- What Goes in a Marketing Strategy -- What Goes in a Communications Plan -- Nonprofit Marketing the Quick-and-Dirty Way -- Example: The American Red Cross's "Do More Than Cross Your Fingers" Campaign Conclusion: Always Think Before You Speak -- Chapter 4 How Nonprofits Increase Their Marketing Effectiveness Over Time -- Level One -- Beginner -- Level Two -- Capable -- Level Three -- Skilled -- Level Four -- Advanced -- Level Five -- Expert -- How Much Planning Is Taking Place -- How Well Permission-Based Marketing Is Managed -- How Well Content Marketing Is Managed -- How Well Organizational Culture Supports Marketing -- Conclusion: Give It Time and Put in the Work -- Chapter 5 Do Your Homework: Listen to the World Around You -- Watch and Listen -- Convene Informal Focus Groups Conduct Online Surveys -- Analyze Your Website, Email, and Social Media Statistics -- Review Media Kits and Advertising -- Watch for Relevant Polling and Survey Data -- Find Conversations via Keywords and Hashtags -- What to Do with What You Learn -- Conclusion: Never Stop Listening -- Part Two Answering the Three Most Important Nonprofit Marketing Questions -- Chapter 6 Define Your Community: Who Do You Want to Reach? -- In Marketing, There's No Such Thing as the General Public -- Recognize That You Are Communicating with Multiple Groups of People -- Segment Your Community into Groups Gemeinnütziges Unternehmen (DE-588)4135778-4 gnd rswk-swf Nonprofit-Organisation (DE-588)4293729-2 gnd rswk-swf Soziomarketing (DE-588)4116549-4 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Nonprofit-Organisation (DE-588)4293729-2 s Marketing (DE-588)4037589-4 s DE-604 Gemeinnütziges Unternehmen (DE-588)4135778-4 s Öffentlichkeitsarbeit (DE-588)4043188-5 s Soziomarketing (DE-588)4116549-4 s Erscheint auch als Druck-Ausgabe, Paperback 978-1-119-77103-6 |
| spellingShingle | Leroux Miller, Kivi 1969- The nonprofit marketing guide high-impact, low-cost ways to build support for your good cause Cover -- Title Page -- Copyright Page -- Contents -- Preface: The Story Behind This Book -- Introduction: How to UseThis Book -- Looking for More? -- Part One Getting Ready to Do It Right -- Chapter 1 10 Realities of Nonprofit Marketing -- Reality 1: Marketing Effectiveness Depends on a Confident, Skilled Professional -- Reality 2: Marketing Effectiveness Depends on a Supportive Organizational Culture -- Reality 3: There Will Always Be Too Much to Do -- Reality 4: There Is No Such Thing as the General Public -- Reality 5: You Need to Manage Your Own Media Empire Reality 6: Nonprofit Marketing Is a Form of Community Organizing -- Reality 7: Personal and Organizational Brands Often Blend -- Reality 8: Good Nonprofit Marketing Takes More Time Than Money -- Reality 9: You've Already Lost Control of Your Message -- Stop Pretending Otherwise -- Reality 10: Marketing Is Not Fundraising, but It Is Essential to It -- Conclusion: Try Boldly, and Try Again -- Chapter 2 Defining Marketing in the Nonprofit Sector -- The Official Definition of Marketing -- Is This Work Called Marketing or Communications or Something Else? A More Meaningful Distinction: Marketing for Fundraising or for Community Engagement -- The Most Common Nonprofit Marketing Goals -- The Most Common Nonprofit Marketing Strategies -- The Most Common Nonprofit Marketing Objectives -- The Most Common Nonprofit Marketing Tactics -- Conclusion: If You Can Name It, You Can Own It -- Chapter 3 Nonprofit Marketing Plans in Theory -- and in the Real World -- What Goes in a Marketing Strategy -- What Goes in a Communications Plan -- Nonprofit Marketing the Quick-and-Dirty Way -- Example: The American Red Cross's "Do More Than Cross Your Fingers" Campaign Conclusion: Always Think Before You Speak -- Chapter 4 How Nonprofits Increase Their Marketing Effectiveness Over Time -- Level One -- Beginner -- Level Two -- Capable -- Level Three -- Skilled -- Level Four -- Advanced -- Level Five -- Expert -- How Much Planning Is Taking Place -- How Well Permission-Based Marketing Is Managed -- How Well Content Marketing Is Managed -- How Well Organizational Culture Supports Marketing -- Conclusion: Give It Time and Put in the Work -- Chapter 5 Do Your Homework: Listen to the World Around You -- Watch and Listen -- Convene Informal Focus Groups Conduct Online Surveys -- Analyze Your Website, Email, and Social Media Statistics -- Review Media Kits and Advertising -- Watch for Relevant Polling and Survey Data -- Find Conversations via Keywords and Hashtags -- What to Do with What You Learn -- Conclusion: Never Stop Listening -- Part Two Answering the Three Most Important Nonprofit Marketing Questions -- Chapter 6 Define Your Community: Who Do You Want to Reach? -- In Marketing, There's No Such Thing as the General Public -- Recognize That You Are Communicating with Multiple Groups of People -- Segment Your Community into Groups Gemeinnütziges Unternehmen (DE-588)4135778-4 gnd Nonprofit-Organisation (DE-588)4293729-2 gnd Soziomarketing (DE-588)4116549-4 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Marketing (DE-588)4037589-4 gnd |
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| title_exact_search | The nonprofit marketing guide high-impact, low-cost ways to build support for your good cause |
| title_exact_search_txtP | The nonprofit marketing guide high-impact, low-cost ways to build support for your good cause |
| title_full | The nonprofit marketing guide high-impact, low-cost ways to build support for your good cause Kivi Leroux Miller |
| title_fullStr | The nonprofit marketing guide high-impact, low-cost ways to build support for your good cause Kivi Leroux Miller |
| title_full_unstemmed | The nonprofit marketing guide high-impact, low-cost ways to build support for your good cause Kivi Leroux Miller |
| title_short | The nonprofit marketing guide |
| title_sort | the nonprofit marketing guide high impact low cost ways to build support for your good cause |
| title_sub | high-impact, low-cost ways to build support for your good cause |
| topic | Gemeinnütziges Unternehmen (DE-588)4135778-4 gnd Nonprofit-Organisation (DE-588)4293729-2 gnd Soziomarketing (DE-588)4116549-4 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Gemeinnütziges Unternehmen Nonprofit-Organisation Soziomarketing Öffentlichkeitsarbeit Marketing |
| work_keys_str_mv | AT lerouxmillerkivi thenonprofitmarketingguidehighimpactlowcostwaystobuildsupportforyourgoodcause |