rel="nofollow" href="#ulink_42383138-761c-51b3-80a9-d8cf1ad3b5c8">USE PERSONAS, EMPATHY MAPS, AND JOURNEYS TO MORE CLEARLY DESCRIBE YOUR GROUPS
AVOID CULTURAL STEREOTYPES
WATCH FOR GATEKEEPERS AND CREATE PERSONAS FOR THEM, TOO
EXAMPLE: CREATING SPECIFIC PERSONAS WITHIN A SEGMENTED GROUP
EXAMPLE: MATCHING VOLUNTEERS WITH THE RIGHT OPPORTUNITIES
CONCLUSION: DON'T JUMP AHEAD TO TACTICS
NOTE
chapter SEVEN: Create a Powerful Message: What Do You Want to Say?
THE POWER OF ONE OVER MANY
THE POWER OF EMOTIONAL CONTENT
THE POWER OF PERSONAL IDENTITY
THE POWER OF LOGIC, REASON, AND STATISTICS
THE POWER OF A CLEAR CALL TO ACTION
CHOOSING MESSAGES THAT APPEAL TO YOUR TARGET COMMUNITY
EXAMPLE: MATCHING MESSAGES TO PERSONAS’ VALUES
CONCLUSION: EVEN THE RELIEF WORKERS WANT TO SAVE THE DARFUR PUPPY
NOTES
chapter EIGHT: Spread Your Message Further by Telling Great Stories
ADD “STORYTELLER” TO YOUR JOB DESCRIPTION
TELL STORIES WITH THE CHALLENGE PLOT
TELL STORIES WITH THE CREATIVITY PLOT
TELL STORIES WITH THE CONNECTION PLOT
USE THE SIX QUALITIES OF A GOOD NONPROFIT MARKETING STORY
FIND FRESH STORY IDEAS
INTERVIEW YOUR SUPPORTERS FOR PROFILES AND STORIES
PROTECT THE PRIVACY OF THE PEOPLE IN YOUR STORIES
INCORPORATE STORIES INTO YOUR COMMUNICATIONS
CONCLUSION: STORIES ARE A NONPROFIT'S GOLD MINE
NOTE
chapter NINE: Adopt an Attitude of Gratitude
DONORS ARE TESTING NONPROFITS, AND NONPROFITS ARE FAILING
IMPROVE YOUR THANK-YOU NOTES IN SIX STEPS
CREATE THANK-YOU VIDEOS
PUBLISH A SHORT ANNUAL REPORT
CONCLUSION: STOP MAKING EXCUSES; MAKE THE TIME INSTEAD
NOTE
chapter TEN: Deliver Your Message: How and Where Are You Going to Say It?
THE SEVEN WRITING STYLES FOR NONPROFIT COMMUNICATORS
SUPPORT YOUR WORDS WITH IMAGES
SELECT THE BEST COMMUNICATIONS CHANNELS FOR YOUR COMMUNITY
USE MULTIPLE CHANNELS TO REINFORCE YOUR MESSAGE
PUT YOUR MESSAGE WHERE YOUR COMMUNITY IS ALREADY GOING
EXAMPLE: SELECTING CHANNELS TO REACH VOLUNTEERS
CONVINCE YOUR SUPPORTERS TO OPEN YOUR EMAIL
CONCLUSION: FIND THE RIGHT MIX AND GIVE IT TIME TO WORK
10 PART THREE: Building a Community of Supporters Around You chapter ELEVEN: Make It Easy to Find You and to Connect with Your Cause BE WHERE PEOPLE ARE SEARCHING FOR ORGANIZATIONS LIKE YOURS CREATE A VISIBLE AND ACCESSIBLE HOME BASE GIVE NEW CONTACTS MULTIPLE OPTIONS FOR STAYING IN TOUCH KEEP YOUR WEBSITE IN GOOD SHAPE IMPROVE YOUR SEARCH ENGINE RANKINGS SHOULD YOUR WEBSITE INCLUDE A BLOG? GROW YOUR EMAIL LIST BUILD YOUR SOCIAL MEDIA PRESENCE CONCLUSION: DON'T LET POTENTIAL SUPPORTERS SLIP AWAY chapter TWELVE: Become an Expert Source for the Media and Decision Makers WHY SOME GROUPS GET THE CALL AND OTHERS DON'T THE FIVE QUALITIES OF A GOOD EXPERT SOURCE SEVEN STRATEGIES TO RAISE YOUR PROFILE AS AN EXPERT SOURCE HOW TO PITCH YOUR STORY TO THE MEDIA BE READY TO NEWSJACK WHO IS THE EXPERT? YOU OR THE ORGANIZATION? CONCLUSION: CREATE SOMETHING NEW AND SHARE IT NOTES chapter THIRTEEN: Build Engagement: Stay in Touch and Keep the Conversation Going IS YOUR CONTENT LIKE A GOOD GIFT OR A BAD GIFT? STRIVE FOR SHORTER, MORE FREQUENT COMMUNICATIONS IN MULTIPLE PLACES REMEMBER TO REPURPOSE YOUR CONTENT IMPROVE
