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Summary:

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 d.

Table of Contents:

• Machine generated contents note: pt. One Finding a New Path: The Power of Content Marketing
• 1. Hearing the Call of the Wild: The Case for Changing Your Communications Approach
• End of the Target Audience
• Participants, Supporters, and Influencers: Your PSIs
• Seismic Shifts Affecting Your Marketing Strategy
• Media Shifts: More Channels, More Choices, More Power to Decide
• Demographic Shifts: The Four Generations of Your PSIs
• How Each Generation Views Philanthropy
• How Media and Demographic Shifts Affect Communications Choices
• Why You Need to Respond to These Shifts
• Inner Angel
• -Inner Bookkeeper Problem
• Why It Matters: Your PSIS Decide Relevance, Not You
• 2. Understanding This Trek: How Content Marketing Is Different
• Theory of Change for Nonprofit Content Marketing
• How to Stop Interrupting and Start Attracting
• How Inbound and Outbound Communications Work Together
• Communications at Volunteer Match before and after Content Marketing
• Nonprofit Communications with and without a Content Strategy
• Focusing Less on Channels and More on Reactions

• Example: Remaking a Newsletter Using Content Marketing
• Power of Becoming a Favorite Nonprofit
• Finding Your Nonprofit's Marketing Maturity Level
• Why It Matters: Favorite Organizations Win
• 3. Planting Your Flag at the Destination: Setting Content Marketing Goals and Measuring Progress
• Why Are You Communicating in the First Place?
• Starting Your Goals Discussion: The Relative Importance of Short-Term Fundraising
• Fundraising Communicators versus Community-or Brand-Building Communicators
• Aligning Your Goals with What Defines Success
• Measuring Content Marketing Progress: Are We There Yet?
• Measuring Exposure versus Engagement
• Five Ways to Measure Marketing
• Setting SMART Objectives
• Why It Matters: Goals Get You Moving
• pt. Two Who Will Go with You: Redefining Your Marketing Relationships
• 4. Making Friends on the Trail: What Supporters, Participants, and Influencers Want from You
• Why People Give, Volunteer, and Advocate
• What Supporters Want from You
• What Volunteers Want from You
• What Advocates Want from You
• What Influencers Want from You
• Reaching Overlooked Program Participants
• How Your Needs and Theirs Come Together
• Leaving Content Cairns for People at Different Stages
• Why It Matters: They Are Your Partners, Not Your Audience
• 5. Deciding on Your Trail Name: The Voice and Style You Want to Be Known For
• Picking Your Content Personality or Voice
• Customizing Your Voice with Tone and Style
• Taking on Big, Serious Issues in a Funny Voice
• Bringing Out Your Personality in Social Media
• No Matter Your Personality, Add the Three G's
• Why It Matters: You Need Them to Recognize You
• 6. Carrying the Load: How to Staff Your Content Marketing Strategy
• Role of the Nonprofit Communications Director
• Helping Staff Understand the Basics
• Creating a Culture Where Everyone Is a Marketer
• Facilitating a Board Retreat on Marketing
• Easy Way Others Can Help: Storytelling Stringers
• Supporting Your Team with a Marketing Bank
• Creative Briefs and Job Requests
• Dealing with Resistance
• Why It Matters: You Can't Do It as Well Alone
• pt. Three Envision the Journey: Preparing Your Content Marketing Plan
• 7. Mapping It Out: Sketching Out Your Big Picture Communications Timeline
• Identifying Big Events and Milestones
• Identifying Your Primary Calls to Action
• Identifying Your Major Story Arcs
• Big Picture Communications Timeline for Lillian's List
• Why It Matters: You Have to Get Your Story Straight
• 8. What You'll Talk About: Deciding on the Core Topics You Want to Be Known For
• Developing Your List of Core Topics or Themes
• Three Kinds of Content: Evergreens, Perennials, and Annual Color
• Reliable Evergreens: Content with Staying Power
• Perennial Favorites: Long-Term Content You Actively Tend
• Annual Color: Short-Term, Splashy Content
• Combining Your Priorities with Their Interests
• Putting Some Cheese Sauce on That Broccoli
• Why It Matters: Good Conversation Requires Substance
• 9. Building Your Itinerary: Designing Your Editorial Calendar and Adding Your Original Content to It
• You, the Media Mogul
• Why You Need an Editorial Calendar
• Finding the Right Tracking Process
• Organizing Your Editorial Calendar
• Using Spreadsheets and Calendars Together
• Planning Ahead: How Far Out Should You Look?
• Letting Your Editorial Calendar Evolve
• Planning a Reasonable Amount of Content
• Selecting Communications Channels: The Big Six
• Finding the Right Frequency of Communications
• Producing Good Content Takes Time, So Choose Wisely
• Still Not Sure? Start Here
• How Much to Map, How Much to Merge
• Using Editorial Meetings for Final Calendar Decisions
• Why It Matters: You Need a Dynamic Plan
• 10. Conserving Energy on the Trail: Repurposing Your Original Content
• Making One-Third of Your Content Repurposed
• It's Not Cheating; It's Media Mogul Genius
• Determining What's Ripe for Repurposing
• Five Favorite Ways to Repurpose Content
• Seventeen More Ways to Repurpose Your Content
• Repurposing Challenge: Getting More Mileage from an Awards Program
• Using Technology to Reheat and Remix
• Why It Matters: Repurposing Saves Lots of Time
• 11. Handling Surprises along the Way: How to Merge in What You Can't Plan
• Preparing for Serendipity and Surprises
• Little Bets: Getting Creative and Other Experiments
• Letting a Little Bet Grow into a Way of Life
• Newsjacking: Taking Advantage of the Headlines
• How the Firelight Foundation Newsjacked the Facebook IPO
• Crisis Communications: Responding to Bad News
• Why It Matters: You Really Can Predict the Unpredictable
• pt. Four Set Out on Your Trek: Implementing Your Content Marketing Strategy
• 12. Living in the Moment: Create Relevant Content for Here and Now
• Six R's: How to Be Relevant
• Bringing the Six R's Together
• Why It Matters: We Pay Attention Only to What's Relevant
• 13. Your Swiss Army Knife: Reliable Nonprofit Content That Always Works
• Eleven Favorite Types of Articles
• Focusing on Results
• Giving Your Supporters a Role in the Story
• Telling a Posthole Story
• Dressing Up Your Dogs
• Writing the Headline First
• Why It Matters: Don't Struggle, Do What Works
• 14. Foraging and Filtering: Curating Content Created by Others
• Reasons to Shine a Light on the Good Work of Others
• Finding Content to Curate
• Sharing Curated Content
• Always Give Credit
• -You're a Curator, Not a Thief!
• Using Conversation as the Content, Both Created and Curated
• Curating User-Generated Content
• Lessons on Curating User-Generated Content
• Why It Matters: They Are Smarter Than You Are
• 15. Best Trail Mix Recipe Ever: Adding Metaphors and Humor to Your Communications
• Why Nonprofits Need Metaphors
• Coming Up with the Right Metaphor for Your Organization
• Twenty-Five Metaphors for Your Nonprofit
• Twelve Worn-Out Metaphors Your Nonprofit Should Avoid
• Using Humor in Nonprofit Communications
• Why Funny Works
• Connecting with Humor
• Why It Matters: Creativity Pays Off with Greater Engagement
• 16. High Tech on the Trail: How Technology Helps You Implement Your Content Marketing Strategy
• Right Technology Is Part of Your Staffing Strategy
• Some of My Favorite Tech Tools
• Why It Matters: They Expect a Good Experience
• pt.
• Five Right Provisions for the Journey: What You Need to Know about the Channels You Choose
• 17. Websites
• What's Different about This Communications Channel
• Seven Ways to Make Your Content Work Here
• Seven Mistakes to Avoid
• Five Great Examples to Learn From
• 18. Blogs
• What's Different about This Communications Channel
• Seven Ways to Make Your Content Work Here
• Seven Mistakes to Avoid
• Five Great Examples to Learn From
• 19. Email
• What's Different about This Communications Channel
• Seven Ways to Make Your Content Work Here
• Seven Mistakes to Avoid
• Five Great Examples to Learn From
• 20. Print Newsletters
• What's Different about This Communications Channel
• Seven Ways to Make Your Content Work Here
• Seven Mistakes to Avoid
• Five Great Examples to Learn From
• 21. Facebook
• What's Different about This Communications Channel
• Seven Ways to Make Your Content Work Here
• Seven Mistakes to Avoid
• Five Great Examples to Learn From
• 22. Twitter
• What's Different about This Communications Channel
• Seven Ways to Make Your Content Work Here
• Seven Mistakes to Avoid
• Five Great Examples to Learn From
• 23. Google+
• What's Different about This Communications Channel
• Seven Ways to Make Your Content Work Here
• Seven Mistakes to Avoid
• Five Great Examples to Learn From
• 24. Video
• What's Different about This Communications Channel
• Seven Ways to Make Your Content Work Here
• Seven Mistakes to Avoid
• Five Great Examples to Learn From
• 25. Images
• What's Different about This Communications Channel
• Seven Ways to Make Your Content Work Here
• Seven Mistakes to Avoid
• Five Great Examples to Learn From
• 26. Pinterest
• What's Different about This Communications Channel
• Seven Ways to Make Your Content Work Here
• Seven Mistakes to Avoid
• Five Great Examples to Learn From
• 27. Mobile Devices
• What's Different about This Communications Channel
• Seven Ways to Make Your Content Work Here
• Seven Mistakes to Avoid
• Five Great Examples to Learn From.

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Author/Creator:

Leroux Miller, Kivi, 1969-

Languages:

English

Language Notes:

Item content: English

Main Work:

Content marketing for nonprofits: a communications map for engaging your community, becoming a favorite cause, and raising more money [by Leroux Miller, K.]

Other Related Resources:

Print version: Content marketing for nonprofits [by Leroux Miller, K.] (First edition; San Francisco : Jossey-Bass, [2013] — ISBN 9781118444023; LCCN 2013013519)

Related Series:

Jossey-Bass nonprofit guidebook series

Subjects:

Nonprofit organizations — Marketing

Nonprofit organizations

General Notes:

Includes bibliographical references and index.
Electronic reproduction. Palo Alto, Calif. Available via World Wide Web.
Description based on online resource; title from digital title page (viewed on December 11, 2015).

Physical Description:

1 online resource.

Digital Characteristics:

text file

Call Numbers:

HD62.6 .L46 2013eb

ISBNs:

9781118722381
1118722388
9781118722374
111872237X
9781118722398
1118722396
1299805183
9781299805187
1118444027 [Invalid]
9781118444023 [Invalid]

Library of Congress Control Numbers:

2013015297

OCLC Numbers:

865021460

Other Control Numbers:

EBC1469453 (source: MiAaPQ)
[Unknown Type]: ybp11082441