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