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. |