Content Marketing for Nonprofits : A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money

Online-Ressource (1 online resource (428 p.))

The Jossey-Bass Nonprofit Guidebook Ser. ; v.15

Description based upon print version of record

Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money; Copyright; Contents; Foreword; Preface; What Is Content Marketing?; It's a Long Trek; Stop, Think, and Discuss; Acknowledgments; About the Author; Part 1: Finding a New Path: The Power of Content Marketing; Chapter 1: Hearing the Call of the Wild: The Case for Changing Your Communications Approach; The End of the Target Audience; Participants, Supporters, and Influencers: Your PSIs; Seismic Shifts Affecting Your Marketing Strategy

Media Shifts: More Channels, More Choices, More Power to DecideSocial Media Has Changed Everything: Or Has It?; Letting Go of the Illusion of Control; Always On, Always with Us; The Pace Is Fast But It's No Excuse to Fall Behind; Demographic Shifts: The Four Generationsof Your PSIs; How Each Generation Views Philanthropy; How Media and Demographic Shifts Affect Communications Choices; Why You Need to Respond to These Shifts; The Inner Angel-Inner Bookkeeper Problem; Why It Matters: Your PSIs Decide Relevance, Not You; Chapter 2: Understanding This Trek: How Content Marketing Is Different

The Theory of Change for Nonprofit Content MarketingHow to Stop Interrupting and Start Attracting; How Inbound and Outbound Communications Work Together; Communications at VolunteerMatch before and after Content Marketing; Nonprofit Communications with and without a Content Strategy; Focusing Less on Channels and More on Reactions; Example: Remaking a Newsletter Using Content Marketing; The Power of Becoming a Favorite Nonprofit; Finding Your Nonprofit's Marketing Maturity Level; Stage 1: Doing; Stage 2: Questioning; Stage 3: Integrating; Why It Matters: Favorite Organizations Win

Chapter 3: Planting Your Flag at the Destination: Setting Content Marketing Goals and Measuring ProgressWhy Are You Communicating in the First Place?; Starting Your Goals Discussion: The Relative Importance of Short-Term Fundraising; Why Fundraisers Tend to Focus on Reaching the Older Generations; Why Marketers Tend to Focus on Reaching the Younger Generations; Fundraising Communicators versus Community- or Brand-Building Communicators; Aligning Your Goals with What Defines Success; Setting Fundraising Goals; Setting Program Goals; Setting Community- or Brand-Building Goals

But Isn't It All the Same Thing as Engagement?Measuring Content Marketing Progress: Are We There Yet?; Measuring Exposure versus Engagement; Five Ways to Measure Marketing; Setting SMART Objectives; S: Specific; M: Measurable; A: Attainable; R: Relevant; T: Timebound; Why It Matters: Goals Get You Moving; Part 2: Who Will Go with You: Redefining Your Marketing Relationships; Chapter 4: Making Friends on the Trail: What Supporters, Participants, and Influencers Want from You; Why People Give, Volunteer, and Advocate; What Supporters Want from You; What Volunteers Want from You

What Advocates Want from You

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