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The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause Paperback – June 8, 2010

4.8 out of 5 stars 32 customer reviews

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  • The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause
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Editorial Reviews

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.
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Product Details

  • Paperback: 256 pages
  • Publisher: Jossey-Bass; 1 edition (June 8, 2010)
  • Language: English
  • ISBN-10: 0470539658
  • ISBN-13: 978-0470539651
  • Product Dimensions: 7.1 x 0.6 x 9.2 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (32 customer reviews)
  • Amazon Best Sellers Rank: #50,750 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Paperback Verified Purchase
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.
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Format: Paperback
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.
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Format: Paperback
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!
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Format: Paperback Verified Purchase
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.
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Format: Paperback Verified Purchase
The nonprofit world is one that is not as difficult to enter as it is to navigate and maintain a sustainable entity. The men and women who run non-profits are typically not in it for the money, which is good because it is improbable that they will ever be surrounded by immense financial capital. Another luxury that these activists will not have is time. Not enough time to spend on aspects of running organization that they might feel are superfluous or unattainable. Frequently, marketing falls into this category. Many of these leaders are full of passion, ideas, and the willingness to do whatever takes to “solve” the problem that they have sought to combat, but for some reason many seem unable to really tap into the potential that they feel they have. The issue isn’t how they are operating, but how they are NOT operating. Marketing must be a major component of the overall plan for success. Though many believe that marketing is a resource that they may not be able to afford, Kivi Leroux Miller, in her book, The Nonprofit Marketing Guide, convinces the reader that marketing is not only an economical tool, but an essential one for those looking to make a substantial difference.

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.
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