A new companion volume to the author's first workbook, this title shows marketing professionals how to put together a successful promotion campaign based on the most persuasive tool of all: personal contact. It shows how to mobilize your entire organization, staff, volunteers, and supporters in a focused, one-to-one, marketing campaign, using complete, easy-to-follow steps and worksheets, helpful for any size organization.
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"Absolutely brilliant. Exactly what every board member says they wish they had at the critical moment." -- Paul Irving, Executive Director, Joe Goode Performance Group, San Francisco
"An easy-to-follow, common sense approach…And, it doesn't call for a large injection of cash resources/expertise to realize returns quickly." -- Ann Smith, President, United Way-Alberta Capital Region, Edmonton
"Applicable to every situation, whether school, religious organization, arts, or community group…Concise, insightful, and cuts to the chase." -- John Easley, Director of Development, Minneapolis Institute of Arts
"Leads the way to making every member of the organization, volunteer and staff, paid and unpaid, an effective marketing representative." -- Francis Hesselbein, President and CEO, Peter F. Drucker Foundation for Nonprofit Management
"Worksheets and appendix are fabulous. Once you get into it, you realize that all the work is done for you." -- Jill Friedman Fixler, Volunteer and Student Placement Manager, Arapaho House, Inc., Thornton, CO
"An easy-to-follow, common sense approach…And, it doesn't call for a large injection of cash resources/expertise to realize returns quickly." -- Ann Smith, President, United Way-Alberta Capital Region, Edmonton
"Applicable to every situation, whether school, religious organization, arts, or community group…Concise, insightful, and cuts to the chase." -- John Easley, Director of Development, Minneapolis Institute of Arts
"Leads the way to making every member of the organization, volunteer and staff, paid and unpaid, an effective marketing representative." -- Francis Hesselbein, President and CEO, Peter F. Drucker Foundation for Nonprofit Management
"Worksheets and appendix are fabulous. Once you get into it, you realize that all the work is done for you." -- Jill Friedman Fixler, Volunteer and Student Placement Manager, Arapaho House, Inc., Thornton, CO
From the Publisher
Uncover your nonprofit’s hidden "sales force!" Here’s how to turn your nonprofit’s staff, board, and volunteers into active marketing representatives! Use this new guide to put together a successful promotional campaign based on the most persuasive tool of all: personal contact. Whether your goal is raising funds, recruiting volunteers, or selling tickets, the old saying, "people buy from people," is as true as ever. A postcard, phone call, face-to-face visit, even an e-mail—from someone we know—cuts through, gets our attention, and is more likely than anything to get us to act. Marketing Workbook Volume II: Mobilize People for Marketing Success shows you how to mobilize your entire organization, its staff, volunteers, and supporters in a focused, one-to-one marketing campaign. This unique guide gives you complete instructions, real-life examples, and detailed worksheets to create an effective campaign. Regardless of the size of your organization, you can use the ten steps in this book to:
* Reach ongoing fundraising, membership, enrollment, and volunteer recruitment goals
* Plan and carry out capital campaigns and generate attendance for major special events
* Build name recognition and awareness of your organization or cause * Increase the skills and confidence of everyone associated with your nonprofit to be effective marketing representatives Each workbook also comes with Pocket Guide for Marketing Representatives, a pocket guide available for all your representatives. In it, they can record key campaign messages and find motivational reminders. Complete, easy-to-follow steps make the process doable! Using the same concise style as in his top-selling Marketing Workbook Volume I, author Gary J. Stern shows you step-by-step how to:
* Get your organization’s support for the campaign
* Define the campaign’s scope and create a master action plan
* Form a marketing task force to set goals and strategies
* Recruit people for the right roles
* Motivate and give ongoing follow-up and support to representatives * Celebrate your successes and evaluate the campaign The workbook also gives you:
* Four marketing representative roles and how they work
* A simple and effective formula for targeting the best prospects
* Detailed instructions and sample agendas for motivational trainings
* 25 tips for marketing representatives to increase their effectiveness * Clear worksheets to keep your campaign organized and on track
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Inside This Book
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First Sentence:
Consider these findings from biennial Gallup Polls conducted for the nonprofit research and advocacy group Independent Sector: People are twice as likely to give when asked by someone they know well than when they are not. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
motivational training sessions, mini job descriptions, define targeting, overall calendar, marketing workbook, people for marketing success, master timeline, marketing representatives, cultivation events, message testing, recruitment lists, affirm goals, presentation scripts, persuasive statements, charge statement, recruitment plan, promotion effort, marketing goals, prospect lists, promotion campaign, sample agenda, recruitment techniques Key Phrases - Capitalized Phrases (CAPs): (learn more)
Task Force, Samaritan Bethany, Fresh Air, Agenda Minutes, Demystifying Marketing, Organization Name Slogan, Urban Coalition New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
Consider these findings from biennial Gallup Polls conducted for the nonprofit research and advocacy group Independent Sector: People are twice as likely to give when asked by someone they know well than when they are not. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
motivational training sessions, mini job descriptions, define targeting, overall calendar, marketing workbook, people for marketing success, master timeline, marketing representatives, cultivation events, message testing, recruitment lists, affirm goals, presentation scripts, persuasive statements, charge statement, recruitment plan, promotion effort, marketing goals, prospect lists, promotion campaign, sample agenda, recruitment techniques Key Phrases - Capitalized Phrases (CAPs): (learn more)
Task Force, Samaritan Bethany, Fresh Air, Agenda Minutes, Demystifying Marketing, Organization Name Slogan, Urban Coalition New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
Citations (learn more)
This book cites 8
books:
See all 8 books this book cites
- Managing the Non-Profit Organization: Principles and Practices by Peter F. Drucker on page 17, and page 65
- Public Policy by Christopher A. Simon in Back Matter
- The Wilder Nonprofit Field Guide to Fundraising on the Internet by Gary B. Grant in Back Matter
- Strategic Planning Workbook for Nonprofit Organizations, Revised and Updated by Bryan W. Barry in Back Matter
- The Lobbying and Advocacy Handbook for Nonprofit Organizations: Shaping Public Policy at the State and Local Level by Marcia Avner in Back Matter
See all 8 books this book cites
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