Rent 9781599183749 | Guerrilla Marketing for Nonprofits : 250 Tactics to Promote, Recruit, Motivate and Raise More M... | Jay Conrad Levinson, Chris Forbes, and Frank Adkins @knetbooks.com

Summary Table of Contents Author Biography

The Father of Guerrilla Marketing, Jay Conrad Levinson delivers the first book to adapt the profit-producing principles of Guerrilla Marketing to the world of nonprofits.The nonprofit sector has increased by 65%--a flood of new organizations are vying for donations, competing for volunteers, and carving out their share of the marketplace. Joined by co-authors Frank Adkins and Chris Forbes, Levinson shows nonprofit marketers how to gain the competitive edge they need by replacing their lack of money with the power of time, energy, imagination, a... MOREnd information'�allowing them to maximize their impact and raise more money!About the Book Jay Conrad Levinson's take-no-prisoners approach to marketing has helped millions turn their time, energy, and imagination into profitable results. Now, Levinson and co-authors Frank Adkins and Chris Forbes are presenting nonprofits leaders with their own unique Guerrilla Marketing battle plan, allowing them to increase impact in spite of their decreased budgets.Armed with time-tested principles, 200 proven weapons of Guerrilla Marketing, and relevant tactics and tools, nonprofit marketers learn how to boost public awareness, increase effectiveness in recruiting volunteers, mobilize advocates, and raise more money'�no matter the state of their finances.Features The only book to apply Guerrilla Marketing to the nonprofit arena Introduces the "seven golden rules" for fundraising success and recruiting volunteers 200 proven weapons of Guerrilla Marketing customized for nonprofits Covers publicity and social media tactics specific to the nonprofit community Concepts are illustrated through real-world examples and comparison tables Author, Jay Conrad Levinson, is a highly acclaimed marketing specialist whose books appear in 37 languages and are required in many MBA programs worldwide Chris Forbes serves as a marketing consultant on retainer for The Southern Baptist Convention (SBC) with more than 16 million members, 42,000 churches, and 1,200 local associations Provides an easy-to-follow guide to creating low-, or no-cost, high-impact Guerilla marketing campaigns specific for non-profits that can be started immediately Includes tools, templates, samples, and references allowing for quick reading and understanding Teaches how to gain more while spending less allowing those impacted by the economy to remain successfulMarket / Audience Communication leaders of small- to mid-sized nonprofit organizations. There are more than 900,000 public charities and more than 110,000 private foundations competing for donations The average nonprofit communication worker is white (81%), female (68%) age 35-44 working for a small organizing with $500,000 or less in annual budget.About the Authors Jay Conrad Levinson (Orlando, FL)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 (Edmond, OK)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 (Orlando, FL)is a National Board Certified Tea

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.

... MORE

Acknowledgments and Dedication	p. xiii
Acknowledgments and Dedication	p. xv
Acknowledgments and Dedication	p. xix
Preface	p. xxiii
What Nonprofits Need Is Better Marketing	p. 1
Why Nonprofits Should Embrace Marketing	p. 3
It's Not Just Propaganda	p. 6
What Do You Mean by Product?	p. 7
Adding Price to the Mix	p. 10
Place Is More than Location	p. 12
The Role of Promotion	p. 13
Everybody Wins with Precise Marketing	p. 15
Know Your Customers	p. 17
Getting to Know Nonprofit Guerrilla Marketing	p. 21
Investing Your Resources for Maximum Impact	p. 23
What Is a Guerrilla Anyway?	p. 24
You Say You Want Revolution?	p. 24
Guerrillas Know the Way People Think	p. 26
Increased Share of Your Network	p. 26
The Geometry of Guerrilla Marketing	p. 29
Three Keys to Your Amazing Success: Follow-Up, Follow-Up, Follow-Up	p. 29
Fusion Marketing	p. 31
Me Marketing vs. You Marketing	p. 32
Marketing Combinations	p. 34
Get Them Saying "Yes" with Permission Marketing	p. 37
The Guerrilla Marketer's Personality	p. 39
Guerrillas Have Imagination	p. 40
Guerrillas Are Patient	p. 41
Guerrillas Are Active	p. 43
Guerrillas Are Sensitive	p. 44
Guerrillas Are Confident	p. 46
Guerrillas Are Aggressive	p. 47
Guerrillas Are Innovative	p. 49
Guerrillas Are Generous	p. 50
Guerrillas Are Good Storytellers	p. 52
Guerrillas Are Focused	p. 54
Guerrillas Are Constantly Learning	p. 55
Guerrillas Are Enthusiastic	p. 57
How To Turn Your Mission Statement Into a Marketing Tool	p. 59
Clarifying Your Nonprofit's Vision	p. 62
Evaluating Your Situation	p. 64
Finding the Purpose of Your Marketing	p. 66
The Three Sentence Guerrilla Mission Statement	p. 67
Guerrillas Focus on People	p. 71
The Silent Generation	p. 73
The Baby Boomers	p. 77
Generation X	p. 80
Millennial Generation	p. 83
Developing a Profile of Your Most Active Segments	p. 88
Guerrillas Understand Their Marketplace	p. 89
Leveraging Information for Your Nonprofit	p. 91
Steps in Nonprofit Guerrilla Marketing Research	p. 93
Digging for Secondary Information	p. 95
Why Guerrillas Do Primary Research	p. 97
Managing Survey Error Like a Professional	p. 98
Focusing on Focus Groups	p. 102
In-Depth Interviews and Ethnographic Research	p. 104
Case Studies	p. 104
Secret Shoppers	p. 105
Guerilla Marketing Research Advantage	p. 105
Mini-, Maxi-, and E-Media Weapons	p. 107
Mini-Media	p. 108
Maxi-Media	p. 114
E-Media	p. 116
Info-, Human-, and Non-Media Weapons	p. 125
Info-Media	p. 125
The Human-Media	p. 130
The Non-Media	p. 135
Attributes and Attitudes of Your Organization	p. 145
Organization Attributes	p. 145
Company Attitudes	p. 152
Guerrilla Publicity	p. 159
Getting Media Play	p. 160
Benefits of Public Relations	p. 162
Create a Media Contact List	p. 165
Develop Your Key Messages	p. 166
What Is Newsworthy?	p. 167
How to Write a News Release	p. 168
Media Kits, Guerrilla Style	p. 171
Giving Reporters What They Want	p. 172
65 Ways to Add Entertainment Value to Your News	p. 175
How to Relate with Media Representatives	p. 177
Leading a News Conference	p. 178
When Communicating in a Crisis	p. 180
Guerrilla Marketing on the Web	p. 181
What You Can Do on the Web	p. 183
Evaluate Your Nonprofit Website	p. 184
Optimizing Your Nonprofit Website	p. 185
Blogging with a Cause	p. 188
Guerrilla Social Media	p. 195
Messages Spread Fast on Social Media	p. 197
Ten Ways to Master Nonprofit Guerrilla Social Media	p. 198
Ready to Use Social Media?	p. 199
Get Involved Firsthand	p. 200
Top Social Networks	p. 201
Niche Marketing Guerrilla Style	p. 211
Make a Bigger Splash in a Small Pond	p. 213
Benefits of Having a Niche	p. 213
To Which Niche Should You Switch?	p. 215
Positioning	p. 218
Getting on the Same Page	p. 220
Meeting Needs While Changing Minds	p. 223
Benefits Instead of Features	p. 225
Motives, Wants, and Needs	p. 226
Motives, Wants, and Needs in Action	p. 229
People Respond to Influence	p. 230
People Decide Based on Emotions	p. 231
Sad, Mad, Scared Emotions	p. 232
Using Fear Appeals	p. 233
Joyful, Powerful, Peaceful Feelings	p. 235
People Justify Their Actions Based on Reason	p. 236
Make a Benefits List	p. 237
Expressing Your Organization's Unique Identity	p. 239
Creating a Memorable Brand	p. 241
Build an Identity, Not an Image	p. 243
Clearly Understood Theme Lines	p. 246
A Meme Is an Idea Virus about Your Organization	p. 247
Don't Try to Be an Artist!	p. 251
Nonprofit Memes	p. 253
Cultivating Winning Relationships for Your Nonprofit	p. 257
Making Connections	p. 259
What Do You Need to Know About People?	p. 262
30 Networking Habits for Nonprofits	p. 263
What to Do About the Other Guys	p. 265
Make a Bigger Splash with Fusion Marketing	p. 266
Seven Golden Rules for Fundraising Success	p. 269
Know Your Donors	p. 270
Educate Your Donors	p. 273
Help Donors Find Personal Fulfillment	p. 275
Build Trusting Donor Relationships	p. 277
Respect Your Donors	p. 278
Focus on Current Supporters	p. 280
Make Giving Fun	p. 282
Balanced Fundraising for Your Nonprofit	p. 287
Seven Platinum Rules for Recruiting Volunteers	p. 291
Have a Clearly Defined Role for Each Volunteer Job	p. 292
Continually Strive to Increase Job Satisfaction for Volunteers	p. 294
Understand How Volunteers Think	p. 294
Don't Look for Instant Gratification	p. 297
Go Out on a Limb	p. 298
Put Your Guard Up	p. 299
Make Volunteers Feel Appreciated	p. 301
Guerrilla Marketing Behavior Change	p. 303
Education Is Not Enough	p. 305
Six Guerrilla Tactics for Behavior-Change Marketing	p. 307
Launching and Maintaining Your Marketing Attack	p. 317
Write a Marketing Plan in Just Seven Sentences	p. 318
The Analogy of the Parade	p. 321
The 17 Secrets to Maintaining Your Marketing Attack	p. 322
How to Spy on Yourself and Improve Your Marketing	p. 325
Index	p. 329
Table of Contents provided by Ingram. All Rights Reserved.

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.

RENT TEXTBOOKS

Guerrilla Marketing for Nonprofits : 250 Tactics to Promote, Recruit, Motivate and Raise More M...

Why Rent from Knetbooks?

Top 5 reasons to order all your textbooks from Knetbooks: