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

ISBN-10: 1599183749
ISBN-13: 9781599183749
Edition: 2010
List price: $21.95 Buy it from $3.94
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Book details

List price: $21.95
Copyright year: 2010
Publisher: Entrepreneur Media Inc/Entrepreneur Press
Publication date: 7/1/2010
Binding: Paperback
Pages: 336
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 1.034
Language: English

He is the author of more than a dozen books in the Guerrilla Marketing series. A former vice president & creative director at J. Walter Thompson Advertising & Leo Burnett Advertising, he is chairman of Guerrilla Marketing International, a consulting firm serving large & small businesses worldwide. He lives San Rafael, California.

Jay Conrad Levinsonis 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 Forbesis 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 Adkinsis 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.

Acknowledgments and Dedication
Acknowledgments and Dedication
Acknowledgments and Dedication
Preface
What Nonprofits Need Is Better Marketing
Why Nonprofits Should Embrace Marketing
It's Not Just Propaganda
What Do You Mean by Product?
Adding Price to the Mix
Place Is More than Location
The Role of Promotion
Everybody Wins with Precise Marketing
Know Your Customers
Getting to Know Nonprofit Guerrilla Marketing
Investing Your Resources for Maximum Impact
What Is a Guerrilla Anyway?
You Say You Want Revolution?
Guerrillas Know the Way People Think
Increased Share of Your Network
The Geometry of Guerrilla Marketing
Three Keys to Your Amazing Success: Follow-Up, Follow-Up, Follow-Up
Fusion Marketing
Me Marketing vs. You Marketing
Marketing Combinations
Get Them Saying "Yes" with Permission Marketing
The Guerrilla Marketer's Personality
Guerrillas Have Imagination
Guerrillas Are Patient
Guerrillas Are Active
Guerrillas Are Sensitive
Guerrillas Are Confident
Guerrillas Are Aggressive
Guerrillas Are Innovative
Guerrillas Are Generous
Guerrillas Are Good Storytellers
Guerrillas Are Focused
Guerrillas Are Constantly Learning
Guerrillas Are Enthusiastic
How To Turn Your Mission Statement Into a Marketing Tool
Clarifying Your Nonprofit's Vision
Evaluating Your Situation
Finding the Purpose of Your Marketing
The Three Sentence Guerrilla Mission Statement
Guerrillas Focus on People
The Silent Generation
The Baby Boomers
Generation X
Millennial Generation
Developing a Profile of Your Most Active Segments
Guerrillas Understand Their Marketplace
Leveraging Information for Your Nonprofit
Steps in Nonprofit Guerrilla Marketing Research
Digging for Secondary Information
Why Guerrillas Do Primary Research
Managing Survey Error Like a Professional
Focusing on Focus Groups
In-Depth Interviews and Ethnographic Research
Case Studies
Secret Shoppers
Guerilla Marketing Research Advantage
Mini-, Maxi-, and E-Media Weapons
Mini-Media
Maxi-Media
E-Media
Info-, Human-, and Non-Media Weapons
Info-Media
The Human-Media
The Non-Media
Attributes and Attitudes of Your Organization
Organization Attributes
Company Attitudes
Guerrilla Publicity
Getting Media Play
Benefits of Public Relations
Create a Media Contact List
Develop Your Key Messages
What Is Newsworthy?
How to Write a News Release
Media Kits, Guerrilla Style
Giving Reporters What They Want
65 Ways to Add Entertainment Value to Your News
How to Relate with Media Representatives
Leading a News Conference
When Communicating in a Crisis
Guerrilla Marketing on the Web
What You Can Do on the Web
Evaluate Your Nonprofit Website
Optimizing Your Nonprofit Website
Blogging with a Cause
Guerrilla Social Media
Messages Spread Fast on Social Media
Ten Ways to Master Nonprofit Guerrilla Social Media
Ready to Use Social Media?
Get Involved Firsthand
Top Social Networks
Niche Marketing Guerrilla Style
Make a Bigger Splash in a Small Pond
Benefits of Having a Niche
To Which Niche Should You Switch?
Positioning
Getting on the Same Page
Meeting Needs While Changing Minds
Benefits Instead of Features
Motives, Wants, and Needs
Motives, Wants, and Needs in Action
People Respond to Influence
People Decide Based on Emotions
Sad, Mad, Scared Emotions
Using Fear Appeals
Joyful, Powerful, Peaceful Feelings
People Justify Their Actions Based on Reason
Make a Benefits List
Expressing Your Organization's Unique Identity
Creating a Memorable Brand
Build an Identity, Not an Image
Clearly Understood Theme Lines
A Meme Is an Idea Virus about Your Organization
Don't Try to Be an Artist!
Nonprofit Memes
Cultivating Winning Relationships for Your Nonprofit
Making Connections
What Do You Need to Know About People?
30 Networking Habits for Nonprofits
What to Do About the Other Guys
Make a Bigger Splash with Fusion Marketing
Seven Golden Rules for Fundraising Success
Know Your Donors
Educate Your Donors
Help Donors Find Personal Fulfillment
Build Trusting Donor Relationships
Respect Your Donors
Focus on Current Supporters
Make Giving Fun
Balanced Fundraising for Your Nonprofit
Seven Platinum Rules for Recruiting Volunteers
Have a Clearly Defined Role for Each Volunteer Job
Continually Strive to Increase Job Satisfaction for Volunteers
Understand How Volunteers Think
Don't Look for Instant Gratification
Go Out on a Limb
Put Your Guard Up
Make Volunteers Feel Appreciated
Guerrilla Marketing Behavior Change
Education Is Not Enough
Six Guerrilla Tactics for Behavior-Change Marketing
Launching and Maintaining Your Marketing Attack
Write a Marketing Plan in Just Seven Sentences
The Analogy of the Parade
The 17 Secrets to Maintaining Your Marketing Attack
How to Spy on Yourself and Improve Your Marketing
Index

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