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Marketing

MarketingMarketing is often seen as one of those "optional overhead costs" that nonprofits aren't supposed to spend money on.

In reality, it is as essential as the services provided as a part of your mission. Without marketing, the services that you provide are invisible and under-utilized. This page compiles a variety of resources on identifying your core  messages and getting your those ideas out to the world.

7-Step Nonprofit Plan to Attract and Keep Corporate Partners

Source: Beth's Blog
Branding consultant and New York Times best-selling author Simon Mainwaring outlines a 7-step plan for corporate partnerships in this guest post for Beth Kanter's blog.
Posted on: September 24, 2013
Topics: Collaboration | Communications | Fundraising | Marketing | Philanthropy

The Magic of the Welcome Email for New Subscribers

Source: Future Fundraising Now
Citing a recent blog post by email marketing company Emma, Jeff Brooks makes the case for welcome emails for new subscribers, which have open rates or 50%, can increase long-term engagement by 33%, and have transaction rates nine times greater than other emails.
Posted on: September 24, 2013
Topics: Best Practice | Communications | Data & Research | Fundraising | Marketing | Technology

The Art of Creating Online Communities

Source: The Communications Network
Kate Emanuel of the Ad Council highlights four nonprofits who made the right decisions and took the right steps to create successful online communities, and are now benefiting from their hard work.
Posted on: September 24, 2013
Topics: Best Practice | Communications | Marketing | Online Tools | Social Media | Technology

Why Nonprofits Need to Be Storytellers

Source: Bridgespan
To Andy Goodman, a nationally recognized author, speaker and consultant in the field of public interest communications, storytelling is integral to a nonprofit’s ability to advance its mission. Stories can shape people; they can inspire them to think and act differently. Stories are what can connect your nonprofit’s community, funders, beneficiaries, and employees with your cause and vision. In this Q&A, Goodman discusses the importance of storytelling for nonprofits and how nonprofits and their leaders and staff can approach blending powerful stories with data to advance their organizations’ missions.
Posted on: August 22, 2013
Topics: Communications | Fundraising | Marketing

Idealware Social Media Report

Source: Idealware
New social media startups are appearing all the time, and the lines that distinguish existing tools blur more each day. Facebook is still the dominant channel, but even there, usage is on the decline. Is your organization’s social media presence still cutting it? While many of these newer tools may be unfamiliar to you, each has its own audience—and if your targeted demographic overlaps, you might want to add it to your existing arsenal to help you reach and engage constituents. Idealware’s latest report, Exploring Cutting Edge Social Media, details many of these less-familiar social media tools and offers guidance to help your organization think about whether to incorporate them into your communications mix.
Posted on: August 16, 2013
Topics: Communications | Marketing | Social Media | Technology

Do You Really Talk Like That?

Source: Ann Green's Nonprofit Blog
Imagine that you are donor and you receive a newsletter from a nonprofit organization that you support.  As you read it, you come across phrases like generate social capital and culture-focused projects. Does it make you want to read more, or put it aside and go on to your next piece of mail? One of the keys to good writing is to be conversational.  Many nonprofit communications (newsletters, fundraising letters, etc) are not conversational and tend to be impersonal and abstract. Don't worry. it's easy to fix this.  Here are a few ways to make your writing more conversational.
Posted on: July 22, 2013
Topics: Communications | Fundraising | Marketing

How to Write an Annual Fundraising Appeal Letter

Source: Bloomerang
Bloomerang, a cloud-based fundraising software company, designed this helpful infographic for anyone writing an annual fundraising appeal letter. Do you want to get the most from your annual appeal? Check out the annual appeal section of NonprofitNext for sample letters and a step-by-step guide!
Posted on: July 22, 2013
Topics: Communications | Fundraising | Marketing

Seven Questions to Sharpen Your Stories

This newsletter from Andy Goodman, author of Storytelling as Best Practice outlines seven questions that can help bring your stories to life. Download a copy of the newsletter from Andy Goodman.
Posted on: May 2, 2013
Topics: Marketing

Communications for Social Good

Source: Foundation Center
FrameWorks Institute advances the nonprofit sector's communications capacity by identifying, translating and modeling relevant scholarly research for framing the public discourse about social problems.  This publication outlines the role of communication in public thought and life and presents recommendations for designing communications strategies to advance social causes.  Although written for Foundations, the information is applicable to nonprofits. Download the paper from the Foundation Center.
Posted on: May 2, 2013
Topics: Marketing | Communications for Advocacy

Now Hear This: The 9 Laws of Successful Advocacy Communications

Produced by Fenton Communications this booklet details their approach to advocacy communication campaigns with nine laws of successful advocacy communications with words of wisdom from more than 25 experts. This is only one of the booklets available at this site. Download a copy of the booklet from Fenton Communications.
Posted on: May 2, 2013
Topics: Marketing | Communications for Advocacy

Don't Sell, Seduce!

Marketing our cause is something we all think about. Good marketing is part art and part science. This blog post outlines a recent study of the ways that the brain processes ads - should you be using more emotionally charged content or informational content to get the reaction you desire from your target audience.  Read the article from Neuromarketing.
Posted on: May 2, 2013
Topics: Marketing

Communications Toolkit

A guide to navigating communications for the nonprofit world is a comprehensive resource offering practical information in virtually every area of communications -- from how to develop and budget a communications plan to what tools you need to help raise awareness and funds. The toolkit includes tips, templates and strategies for strategic marketing, advertising, branding, media relations, event planning and more. Download the toolkit from Cause Communications.
Posted on: May 2, 2013
Topics: Marketing | Communications

To Increase Revenue, Stop Selling

Source: Forbes
Creating or expanding business relationships is not about selling – it’s about establishing trust, rapport, and value creation without selling. How can this advice for the sales world apply to your nonprofit? Read the article from Forbes.
Posted on: May 2, 2013
Topics: Marketing | Fundraising

How Do Your Mailing List Stats Compare?

M+R Strategic Services and NTEN have announced the release of an updated eNonprofit Benchmarks Study for 2012. They have analyzed online messaging, fundraising, and advocacy data from nonprofit organizations to provide reliable new data. Download a copy of the eNonprofit Benchmarks Study.
Posted on: May 2, 2013
Topics: Marketing | Fundraising | Communications

Turn off the Computer and Pick up the Phone!: 9 Ideas to Take Your Fundraising to the Next Level

Source: GuideStar
You've done your homework. You know your pitch. You believe in your mission, and understand the reasons donors give to your organization. Even so, you may feel that your fundraising has plateaued, that you're stuck in a rut, or missing out on key giving opportunities. Guidestar offers up nine great ideas for powering back on and taking your fundraising game to a whole new level. Read the article from GuideStar.
Posted on: May 2, 2013
Topics: Fundraising | Marketing

Network for Good Releases Free eBooks on Fundraising

Source: Network for Good
Network for Good released 10 Resolutions for Online Fundraising and Marketing Success in 2012 and The Next Big Event, two free fundraising eBooks that will ensure 2012 is your best fundraising year yet. Fill out a short survey and download your copies of The Big Event & 10 Resolutions for Online Fundraising and Marketing Success in 2012. Download your copy of "The Big Event". Download your copy of "10 Resolutions".
Posted on: May 2, 2013
Topics: Fundraising | Marketing | Social Media

Storytelling and the Brand: A Thousand Words....and Loads of Pictures

From Philanthropy News Digest, this article explores how nonprofits can use words and images to assure their brand remains fresh, effective, and on message as the organization's story evolves. Read More...
Posted on: February 28, 2013
Topics: Marketing

Why Bad Ads Happen to Good Causes

A free book on nonprofit advertising from Andy Goodman that discusses techniques that can improve the chances your ad will be noticed, read and remembered. Read More...
Posted on: February 28, 2013
Topics: Marketing

10 Tips for Writing a Great Annual Report

10 Tips for Writing a Great Annual Report Read Here...
Posted on: February 28, 2013
Topics: Marketing

Building a Mission Delivery Engine: Moving Your Website Beyond the Web

Engaging the Next Generation: How Non-Profits Can Reach Young Adults
This manual from the Ad Council explores how nonprofits can reach and attract young adults with targeted messages for getting young adults involved in causes and organizations that are meaningful to them. The manual also features tools and strategies to help cultivate young adults as lifelong volunteers. Read More...
Posted on: February 28, 2013
Topics: Marketing | Volunteer Management

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