YOUR SOCIAL MEDIA ENGAGEMENT
THE EMAIL ENGAGEMENT CRISIS
CONCLUSION: CONVERSATION DOES PAY OFF
NOTES
chapter FOURTEEN: Empower Your Fans to Build More Support
IDENTIFY YOUR WALLFLOWERS, BUDDIES, AND FANS
WHAT MAKES SOMEONE A FAN?
GIVE YOUR BIGGEST FANS THE PERSONAL TOUCH
ENCOURAGE WORD-OF-MOUTH MARKETING AND REFERRALS
BE CLEAR ABOUT THE BEST WAYS FOR PEOPLE TO HELP
ENCOURAGE YOUR FANS TO FRIENDRAISE
ENCOURAGE YOUR FANS TO FUNDRAISE
APPROACH NEW FRIENDS OF FRIENDS
CONCLUSION: BUILD YOUR SOCIAL CAPITAL
NOTES
11 PART FOUR: Doing It Yourself Without Doing Yourself In chapter FIFTEEN: Find the Talent: Keep Learning and Get Good Help BUILD YOUR OWN SKILLS EVERYONE ON STAFF IS A MARKETER (LIKE IT OR NOT) DELEGATE MARKETING TASKS TO OTHERS EMPOWER VOLUNTEERS SO THEY'LL COME BACK AGAIN HIRE CONSULTANTS AND FREELANCERS CONCLUSION: KNOW WHEN YOU NEED HELP – AND ASK FOR IT chapter SIXTEEN: Find the Treasure: Market Your Good Cause on a Tight Budget MARKETING TRIAGE: FOCUS IN AND FORGET THE REST GO CASUAL AND FRIENDLY HOW TO MAKE YOUR PRINT MARKETING MORE AFFORDABLE WHERE TO SPEND YOUR LIMITED DOLLARS AND WHERE TO SCRIMP FUNDING YOUR NONPROFIT MARKETING PROGRAM CONCLUSION: ZERO COMMUNICATIONS BUDGET = ZERO SUSTAINABILITY chapter SEVENTEEN: Find the Time: Get More Done in Fewer Hours STAY CALM NOT BUSY KEEP UP WITH BEST PRACTICES, BIG BRAINS, AND COOL KIDS GET FEAR OUT OF THE WAY ORGANIZE WHAT YOU'LL NEED AGAIN AND AGAIN CONCLUSION: GIVE YOURSELF A BREAK NOTE chapter EIGHTEEN: Conclusion: How Do You Know Whether You Are Doing a Good Job?
12 GLOSSARY OF ONLINE MARKETING TERMS
14 THE AUTHOR
15 INDEX
List of Tables
1 Chapter 3Table 3.1. Elements of a Comprehensive Marketing StrategyTable 3.2. Sample Editorial Calendar for a Print Newsletter for a Local Humane ...
2 Chapter 6Table 6.1. The Stages of ChangeTable 6.2. Sample Persona Journey
List of Illustrations
1 Chapter 6Figure 6.1. Empathy Map
Guide
Pages
1 iii
2 iv
3 v
4 xv
5 xvi
6 xvii
7 xix
8 xx
9 xxi
10 1
11 3
12
