Guerrilla Marketing for Nonprofits 250 Tactics to Promote, Motivate, and Raise More Money

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2010-07-01
  • Publisher: Entrepreneur Press
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Whether focused on fundraising, member services, or changing the world, these guerrilla tactics identify the critical issues faced by nonprofits today and are custom-made to give them an edge, despite having small budgets and no dedicated staff.

Author Biography

Jay Conrad Levinson is the author of the best-selling marketing series in history, Guerrilla Marketing. His books have sold more than 20 million copies worldwide and have influenced marketing so much that they appear in 62 languages. Today, Guerrilla Marketing is most powerful brand in the history of marketing, listed among the 100 best business books ever written, and is a popular website at www.gmarketing.com.

Chris Forbes is a certified Guerrilla Marketing coach specializing in nonprofit marketing. He has a varied background of work in nonprofit marketing, including extensive experience in the faith-sector. He has pioneered multiple global and national media initiatives in internet, public relations, radio, and television while working as a ministry communication strategist and marketplace researcher with various organizations and ministries within the Southern Baptist Convention including the International Mission Board, the North American Mission Board, and the Baptist General Convention of Oklahoma.

Frank Adkins is a National Board Certified Teacher. His experience with fundraising and non profit organizations comes from the many years he has volunteered with causes he believes in. As a certified Guerrilla Marketing Coach and Guerrilla Marketing Master Trainer, Adkins is Vice President of Special Projects for Guerrilla Marketing International. He has helped companies by providing them with research and insight on how they too can reach more people with Guerrilla Marketing Tactics.

Table of Contents

Acknowledgments and Dedicationp. xiii
Acknowledgments and Dedicationp. xv
Acknowledgments and Dedicationp. xix
Prefacep. xxiii
What Nonprofits Need Is Better Marketingp. 1
Why Nonprofits Should Embrace Marketingp. 3
It's Not Just Propagandap. 6
What Do You Mean by Product?p. 7
Adding Price to the Mixp. 10
Place Is More than Locationp. 12
The Role of Promotionp. 13
Everybody Wins with Precise Marketingp. 15
Know Your Customersp. 17
Getting to Know Nonprofit Guerrilla Marketingp. 21
Investing Your Resources for Maximum Impactp. 23
What Is a Guerrilla Anyway?p. 24
You Say You Want Revolution?p. 24
Guerrillas Know the Way People Thinkp. 26
Increased Share of Your Networkp. 26
The Geometry of Guerrilla Marketingp. 29
Three Keys to Your Amazing Success: Follow-Up, Follow-Up, Follow-Upp. 29
Fusion Marketingp. 31
Me Marketing vs. You Marketingp. 32
Marketing Combinationsp. 34
Get Them Saying "Yes" with Permission Marketingp. 37
The Guerrilla Marketer's Personalityp. 39
Guerrillas Have Imaginationp. 40
Guerrillas Are Patientp. 41
Guerrillas Are Activep. 43
Guerrillas Are Sensitivep. 44
Guerrillas Are Confidentp. 46
Guerrillas Are Aggressivep. 47
Guerrillas Are Innovativep. 49
Guerrillas Are Generousp. 50
Guerrillas Are Good Storytellersp. 52
Guerrillas Are Focusedp. 54
Guerrillas Are Constantly Learningp. 55
Guerrillas Are Enthusiasticp. 57
How To Turn Your Mission Statement Into a Marketing Toolp. 59
Clarifying Your Nonprofit's Visionp. 62
Evaluating Your Situationp. 64
Finding the Purpose of Your Marketingp. 66
The Three Sentence Guerrilla Mission Statementp. 67
Guerrillas Focus on Peoplep. 71
The Silent Generationp. 73
The Baby Boomersp. 77
Generation Xp. 80
Millennial Generationp. 83
Developing a Profile of Your Most Active Segmentsp. 88
Guerrillas Understand Their Marketplacep. 89
Leveraging Information for Your Nonprofitp. 91
Steps in Nonprofit Guerrilla Marketing Researchp. 93
Digging for Secondary Informationp. 95
Why Guerrillas Do Primary Researchp. 97
Managing Survey Error Like a Professionalp. 98
Focusing on Focus Groupsp. 102
In-Depth Interviews and Ethnographic Researchp. 104
Case Studiesp. 104
Secret Shoppersp. 105
Guerilla Marketing Research Advantagep. 105
Mini-, Maxi-, and E-Media Weaponsp. 107
Mini-Mediap. 108
Maxi-Mediap. 114
E-Mediap. 116
Info-, Human-, and Non-Media Weaponsp. 125
Info-Mediap. 125
The Human-Mediap. 130
The Non-Mediap. 135
Attributes and Attitudes of Your Organizationp. 145
Organization Attributesp. 145
Company Attitudesp. 152
Guerrilla Publicityp. 159
Getting Media Playp. 160
Benefits of Public Relationsp. 162
Create a Media Contact Listp. 165
Develop Your Key Messagesp. 166
What Is Newsworthy?p. 167
How to Write a News Releasep. 168
Media Kits, Guerrilla Stylep. 171
Giving Reporters What They Wantp. 172
65 Ways to Add Entertainment Value to Your Newsp. 175
How to Relate with Media Representativesp. 177
Leading a News Conferencep. 178
When Communicating in a Crisisp. 180
Guerrilla Marketing on the Webp. 181
What You Can Do on the Webp. 183
Evaluate Your Nonprofit Websitep. 184
Optimizing Your Nonprofit Websitep. 185
Blogging with a Causep. 188
Guerrilla Social Mediap. 195
Messages Spread Fast on Social Mediap. 197
Ten Ways to Master Nonprofit Guerrilla Social Mediap. 198
Ready to Use Social Media?p. 199
Get Involved Firsthandp. 200
Top Social Networksp. 201
Niche Marketing Guerrilla Stylep. 211
Make a Bigger Splash in a Small Pondp. 213
Benefits of Having a Nichep. 213
To Which Niche Should You Switch?p. 215
Positioningp. 218
Getting on the Same Pagep. 220
Meeting Needs While Changing Mindsp. 223
Benefits Instead of Featuresp. 225
Motives, Wants, and Needsp. 226
Motives, Wants, and Needs in Actionp. 229
People Respond to Influencep. 230
People Decide Based on Emotionsp. 231
Sad, Mad, Scared Emotionsp. 232
Using Fear Appealsp. 233
Joyful, Powerful, Peaceful Feelingsp. 235
People Justify Their Actions Based on Reasonp. 236
Make a Benefits Listp. 237
Expressing Your Organization's Unique Identityp. 239
Creating a Memorable Brandp. 241
Build an Identity, Not an Imagep. 243
Clearly Understood Theme Linesp. 246
A Meme Is an Idea Virus about Your Organizationp. 247
Don't Try to Be an Artist!p. 251
Nonprofit Memesp. 253
Cultivating Winning Relationships for Your Nonprofitp. 257
Making Connectionsp. 259
What Do You Need to Know About People?p. 262
30 Networking Habits for Nonprofitsp. 263
What to Do About the Other Guysp. 265
Make a Bigger Splash with Fusion Marketingp. 266
Seven Golden Rules for Fundraising Successp. 269
Know Your Donorsp. 270
Educate Your Donorsp. 273
Help Donors Find Personal Fulfillmentp. 275
Build Trusting Donor Relationshipsp. 277
Respect Your Donorsp. 278
Focus on Current Supportersp. 280
Make Giving Funp. 282
Balanced Fundraising for Your Nonprofitp. 287
Seven Platinum Rules for Recruiting Volunteersp. 291
Have a Clearly Defined Role for Each Volunteer Jobp. 292
Continually Strive to Increase Job Satisfaction for Volunteersp. 294
Understand How Volunteers Thinkp. 294
Don't Look for Instant Gratificationp. 297
Go Out on a Limbp. 298
Put Your Guard Upp. 299
Make Volunteers Feel Appreciatedp. 301
Guerrilla Marketing Behavior Changep. 303
Education Is Not Enoughp. 305
Six Guerrilla Tactics for Behavior-Change Marketingp. 307
Launching and Maintaining Your Marketing Attackp. 317
Write a Marketing Plan in Just Seven Sentencesp. 318
The Analogy of the Paradep. 321
The 17 Secrets to Maintaining Your Marketing Attackp. 322
How to Spy on Yourself and Improve Your Marketingp. 325
Indexp. 329
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