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The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause Paperback – June 8, 2010
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From the Back Cover
The Nonprofit Marketing Guide offers understaffed and underfunded nonprofits no-nonsense, down-to-earth advice that shows you how to shape an effective marketing program that starts from where you are now and grows with your organization. The book is filled with smart, savvy marketing and communications techniques (both offline and online) that combine big-picture management and decision-making strategies with easy-to-apply ideas for implementing successful marketing campaigns that support your organization and cause.
Praise for The Nonprofit Marketing Guide
"This book is filled with practical advice, tips, and checklists—everything you need in one book to help your nonprofit organization create and implement a marketing plan that gets results!"
—Beth Kanter, blogger, Beth's Blog, and coauthor, The Networked Nonprofit
"Brilliant and comprehensive! Kivi Leroux Miller covers all the bases in this lively and insightful guide to marketing for nonprofit organizations. The breadth of her experience on both sides of the consultant-client divide shows clearly here. If you're responsible for marketing and communications and stretched to the limit and beyond, buy this book. You'll soon see how much easier your job becomes."
—Mal Warwick, author, Fundraising When Money Is Tight and How to Write Successful Fundraising Letters
"The Nonprofit Marketing Guide provides needed direction for busy nonprofit professionals who find themselves doing multiple jobs without time to focus on effective marketing and communications. This book relieves the feeling of being overwhelmed and provides strategic direction for our valuable resources of time and money."
—Allison Treppa, director of marketing and communications, Michigan Nonprofit Association
"As a tiny nonprofit with a total budget of about $100,000, we obviously have very little set aside for marketing. Kivi understands our situation and provides practical, useful, low-cost marketing advice that produces great results."
—Danielle Denhardt, board of directors, Fancy Cats Rescue Team
About the Author
Kivi Leroux Miller is the founder of NonprofitMarketing Guide.com, one of the leading sources of information and guidance for nonprofit organizations with limited resources. Leroux Miller is a communications consultant, trainer, and blogger. Visit www.nonprofitmarketingguide.com/book for additional resources, tools, and tips that go with this book.
Top customer reviews
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This book grew out of a rightly perceived need of small nonprofits with small staffs whose communications or marketing teams were overwhelmed and couldn’t do it all, nor could they pay a multitude of consultants. The result is self-described as “part real-world survival guide and part nitty-gritty how-to handbook for busy nonprofit marketers with small budgets and staff, including executive directors who are asked to do it all.”
Miller begins with the realities of today’s nonprofit world and a succinct overview of marketing (my experience is that most nonprofit marketers didn’t major in business). Then, while using the time-tested basics of traditional marketing, Leroux Miller takes you step-by-step through how to make a “quick and dirty” marketing plan, cutting through much of the hoopla to get what you actually need. Identifying the audience, honing the message, telling the story and creating the marketing channels—all told from the perspective of someone who’s lived it and been around it with many colleagues.
The next section is the importance of (and how-to) building a community of supporters. And the final on is on how to do it yourself without doing yourself in. The entire book is as helpful as advertised: High-impact, low-cost ways to build support for your good cause.
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.
Though Miller writes this book for all “understaffed and underfunded nonprofits”, she has written her guide in such a way that one can jump to the section regarding building community support, and receive a comprehensive education in networking. As well as being a very manageable cover-to-cover read for those who want the entire story. She has written the book in four distinct parts: “Getting Ready to Do It Right” provides the reader with an articulate insight into the modern nonprofit world, “Writing a Quick-and-Dirty Marketing Plan for a Specific Program” reveals the secrets to generating a painless yet effective plan of action, “Building a Community of Supporters Around You” explains how to attain the most important resource: people, and “Doing It Yourself Without Doing Yourself In” may be the most appealing section to the target audience as it demonstrates how to run a successful nonprofit. Although some of these features may sound unoriginal and obvious, Miller points out the simplicity and necessity of each through thoughtful theories and personal experiences.
The author conveys her principle arguments in what she calls “[the] ten realities of the world today”. These “realities” provide the lens through which Miller wishes for the reader to view not only marketing, but the world they wish to change as a whole. She also provides effective support for her arguments through varying means such as qualitative and quantitative. For example, in “Reality 1: Marketing Is Not A Dirty Word…”, she wisely explains that, “Marketing gets a bad rap because when it’s done poorly, it can be downright offensive….No one likes being yelled at, patronized, or coerced.” She resolves this by imploring her readers to reanalyze what the simple definition of marketing is. “So don’t think of your marketing program as a megaphone….Think of it as a conversation around the dinner table…Be genuine, generous, and grateful”. In contrast, Miller convinces her audience to change their opinions through facts. In “Reality 4: All Generations – Including Seniors – Are Online”, she reveals an eye-opening statistic, “although eighteen- to forty-four-year-olds account for 53 percent of the total number of Internet users, the biggest increase…was within the seventy- to seventy-five-year-old age group...more than half of those age sixty-four to sixty-nine…were online.” Statistics can be deceiving if read out of context, but sheer number such as these can end up being vital for a nonprofit’s success. Though the most important figure here is, that Miller is 100% believable and persuasive when it comes to convincing her readers of following her example, and re-evaluating their thought processes when it comes to marketing.
Miller’s intent behind writing this book is that to make readers understand that it is not impossible to run a successful nonprofit. Though she admits that it is not easy, through the right methods it is achievable. Miller understands that many readers of this book may not be the most intellectually gifted, financially stable individuals to roam the earth. In order to keep the book informative and economical in its content yet still widely engaging, she has kept it at a reading level that is comprehensible, even interesting, as a whole, as well as resourceful in each of its individual segments, so that a reader may refer back to it at any time. I believe that this book will be a diamond-in-the-rough for the change makers in the world, as it provides (not so hidden) secrets and strategies that anyone can implement at any time at their own pace. In its entirety, the guide not only provides a thorough education in nonprofit marketing, but also in how to make the world better place for others as well as for one’s self.