Customer Reviews

The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause (The Jossey-Bass Nonprofit Guidebook Series)

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Kivi understands that marketing a nonprofit is a whole different animal. Anyone in charge of marketing/promotions for a nonprofit understands the budget constraints and organizational push-back that comes with the territory. Kivi writes this book with all those obstacles in mind. Not only does this book help people new to the concepts of marketing, but also to those who are familiar with them but now need to apply them to the nonprofit world.

The book is not only helpful to those who are in charge of external communications but anyone involved in representing the organization. This book would be a great addition to the library of any development team or nonprofit leader. The clear explanations and practical applications really made me feel confident in my new found responsibilities at work. I worried that the content of this book might be just a rehashing of nonprofit-marketing content from Kivi's blog or other sites but was very happy to find a wealth of new practical information organized in a very clear way.

I would highly recommend this book to anyone who is seeking out ways to get new people interested in getting involved with your nonprofit.

If this would have been the first marketing book I ever bought, I could have stopped spending money! The author covers everything in a friendly, organized and clear manner. I quickly discovered all I need to know about marketing my nonprofit's programs and events without ruining our small budget. The author even taught me how to manage my time to effectively complete my marketing tasks. Thanks to this book, I'm on track and comfortably moving ahead. The author knows the subject from all angles and shares her knowledge through great story-telling and checklists. Brilliant!

I've been following Kivi Leroux Miller's posts on Kivi's Nonprofit Communications Blog for about a year, and she always adds value. So, when her new book The Nonprofit Marketing Guide: High-impact, Low-Cost Ways to Build Support for Your Good Cause was released last Spring I was ready to buy. It's bound to become a classic.

The Guide includes plenty of smart, timely, and fresh advice from someone who clearly understands nonprofit realities. Recognizing the limitations we face, Miller includes not only the Elements of a Comprehensive Nonprofit Marketing Plan, but also adds a section on Nonprofit Marketing the Quick-And-Dirty Way. If you're new to marketing, this book will help you get started off on the right foot. If you're an old hand at it, I guarantee you'll find new ideas you haven't tried before.

The first chapter, Ten New Realities for NonProfits, is straight talk that is relevant, on point, and a great primer on how things have changed over the last few years. If you're getting crazy marketing requests from your boss, lend them your copy for a quick read. It'll be an education.

Here are four tactics from the Guide you can use right away:

1) When defining your audience, use personas. If your audience is still "the general public," it's time to make a change. Build representative characters for each target audience; find photos that represent them and describe their age, educational level, hobbies, motivations, values, etc. in detail. Then, match your messages and communication channels to these personas.

2) Develop your storytelling skills. Nothing convinces an audience more than stories of real life struggle and achievement. Miller describes three plot lines -- the challenge plot, the creativity plot, and the connection plot -- you can use to put a human face on the work you do and gives a list of story ideas to help you get started.

3) Focus on the plight of one person instead of many. When asking for support, describe the needs of one person who represents your cause. Research shows that people are more likely to feel an emotional connection to one person, and be compelled to act because of that connection. A crowd, no matter how needy, just doesn't have the same power.

4) Think of your organization as a media mogul. It's time to think beyond the mainstream media. Let's face it, they're not that helpful anyway. The good news is that the technology exists to create and distribute your own brilliant content. Miller gives plenty of advice on how to use social media to engage supporters and give tips on how to create an editorial calendar that reduces the social media time suck.

The book also includes a password so that you can access the book's companion website to keep the ideas flowing. If you're ready for a marketing makeover or just want to take your game up a notch, check out The Nonprofit Marketing Guide.

Posted on Tobi's Nonprofit Management Blog -- [...]

Nonprofits struggle more and more with marketing as the world shifts from less TV/Print media to Facebook, YouTube and Twitter. However, the principles of marketing, the foundational ideas, remain unchanged. Kivi lays out these core ideas very well, but also includes a wealth of tactical "get it done now" ideas.

I was required to get the book for a class regarding museum marketing and PR. Like some textbooks, I thought that it could be used for a good pillow.
The book is laid out in a easy to understand format along with good chapter indicators. The author knows and understands what readers really need/want and does not give unnecessary information. The examples are great and can be applicable to any nonprofit.
I would hope that any worthwhile cause would use the book and the methods inside.

(The book is not very thick, so not a good pillow)

Oh my goodness, Kivi Lerous Miller wrote just the book I was looking for - The NonProfit Marketing Guide.

I'm on two nonprofit boards for the Bella Vista Library in Bella Vista, Arkansas. Our library only gets money if we ask for it. We don't get any money directly from sales or property taxes. So we need to have the best marketing and communications efforts possible. And, those are my responsibilities on both boards. I have a public relations and writing background so I kind of know what I need to do, but I don't know what are the most important things to do and, even more importantly, what not to do.

I was ready to quit because I was feeling so overwhelmed and didn't want to because I love the Bella Vista Library - I'm a huge fan.

I read five other nonprofit marketing books, but they speak jargon and speak to people who are operating million-dollar nonprofit agencies. This is the first book with practical suggestions I can prioritize and start doing for our Bella Vista Library.

Also, the Guide is only 228 pages long, counting the glossary and index. So it's not overwhelming to read. While it is short, the content is very rich - instead of artificial whipped topping, think home-made, real whipped cream. The whole book is mmm-good. Thank you, Kivi. Thank you, Kivi. Thank you, Kivi.

I purchased this job to give myself a formal background for my new nonprofit communications position. I have performed many of these tasks before for pervious jobs, and wish I had had this book to guide me. It is clear, logical, comprehensive, intelligent, and creative. It has helped me to quickly make sense of a complex job, and given me the confidence to do all I can to help my new nonprofit succeed. There is an emphasis on digital/e-communication, but its use is well-designed and defended. Highly recommended for all professionals or aspiring development/nonprofit people.

I will use Kevi's idea that nonprofit marketing has a critical need to engage in two-way conversations.
Kevi explains her very good insight of today's social marketing methods and tools.
Included are suggestions of how a marketing department of one or two people can effectively use social media to connect to customers, donors, volunteers and staff.
I recommend this book. I already passed my copy to a colleague.

I can't say enough about the value of this book, which I believe should be in every nonprofit marketer's library. Kivi Leroux Miller is clearly speaking from extensive experience in the nonprofit sector. I really appreciate that all of her examples are from nonprofit organizations. She helps the reader with strategic insights/guidance while also offering up all manner of practical 'how-to' information.

I believe that this book is of value to both large and small nonprofits. If you are starting out in a marketing role, the guidance is invaluable and even if you have many years of experience, this book will help sharpen your focus on strategic marketing and perhaps help you catch up with newer tools and technologies.

Thank you Kivi, for sharing your knowledge and wisdom with us through this book!

I've already read and re-read NPMG a couple of times. I am using it for a major nonprofit association and although I love using the website and attending the webinars, having the book on my desk has been a tremendous help. Quick and easy references. Lots of great ideas. A good go-to for those of us wearing a lot of different hats and not in a big firm where there are tons of resources and people to help. I would highly recommend this book (and the website) to anyone trying to help nonprofits out there... from the local Red Cross chapter to promoting your kids' swim team to working with a national association. This book has what you need to get started and stay motivated.