Guerrilla marketing for nonprofits : 250 tactics to promote, recruit, motivate, and raise more money

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, and information—allowing them to maximize their impact and raise more money! 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. • 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 Title Page Acknowledgements Frank Adkins Acknowledgmentsand Dedication Chris Forbes Acknowledgments and Dedication Preface CHAPTER 1 - What Nonprofits Need Is Better Marketing Why Nonprofits Should Embrace Marketing It’s Not Just Propaganda What Do You Mean by Product? Adding Price to the Mix Place Is More than Location The Role of Promotion Everybody Wins with Precise Marketing Know Your Customers CHAPTER 2 - Getting to Know Nonprofit Guerrilla Marketing Investing Your Resources for Maximum Impact What Is a Guerrilla Anyway? You Say You Want Revolution? Guerrillas Know the Way People Think Increased Share of Your Network The Geometry of Guerrilla Marketing Three Keys to Your Amazing Success: Follow-Up, Follow-Up, Follow-Up Fusion Marketing Me Marketing vs. You Marketing Marketing Combinations Get Them Saying “Yes” with Permission Marketing CHAPTER 3 - The Guerrilla Marketer’s Personality Trait 1: Guerrillas Have Imagination Trait 2: Guerrillas Are Patient Trait 3: Guerrillas Are Active Trait 4: Guerrillas Are Sensitive Trait 5: Guerrillas Are Confident Trait 6: Guerrillas Are Aggressive Trait 7: Guerrillas Are Innovative Trait 8: Guerrillas Are Generous Trait 9: Guerrillas Are Good Storytellers Trait 10: Guerrillas Are Focused Trait 11: Guerrillas Are Constantly Learning Trait 12: Guerrillas Are Enthusiastic CHAPTER 4 - How To Turn Your Mission Statement Into a Marketing Tool Clarifying Your Nonprofit’s Vision Evaluating Your Situation Finding the Purpose of Your Marketing The Three-Sentence Guerrilla Mission Statement CHAPTER 5 - Guerrillas Focus on People The Silent Generation The Baby Boomers Generation X Millennial Generation Developing a Profile of Your Most Active Segments CHAPTER 6 - Guerrillas Understand Their Marketplace Leveraging Information for Your Nonprofit Steps in Nonprofit Guerrilla Marketing Research Digging for Secondary Information Why Guerrillas Do Primary Research Managing Survey Error Like a Professional Focusing on Focus Groups In-Depth Interviews and Ethnographic Research Case Studies Secret Shoppers Guerilla Marketing Research Advantage CHAPTER 7 - Mini-, Maxi-, and E-Media Weapons Mini-Media Maxi-Media E-Media CHAPTER 8 - Info-, Human-, and Non-Media Weapons Info-Media The Human-Media The Non-Media CHAPTER 9 - Attributes and Attitudes of Your Organization Organization Attributes Company Attitudes CHAPTER 10 - Guerrilla Publicity Getting Media Play Benefits of Public Relations Create a Media Contact List Develop Your Key Messages What Is Newsworthy? How to Write a News Release Media Kits, Guerrilla Style Giving Reporters What They Want 65 Ways to Add Entertainment Value to Your News How to Relate with Media Representatives Leading a News Conference When Communicating in a Crisis CHAPTER 11 - Guerrilla Marketing on the Web What You Can Do on the Web Evaluate Your Nonprofit Website Optimizing Your Nonprofit Website Blogging with a Cause CHAPTER 12 - GuerrillaSocial Media Messages Spread Fast on Social Media Ten Ways to Master Nonprofit Guerrilla Social Media Ready to Use Social Media? Get Involved Firsthand Top Social Networks CHAPTER 13 - Niche Marketing Guerrilla Style Make a Bigger Splash in a Small Pond Benefits of Having a Niche To Which Niche Should You Switch? Positioning Getting on the Same Page CHAPTER 14 - Meeting Needs While Changing Minds Benefits Instead of Features Motives, Wants, and Needs Motives, Wants, and Needs in Action People Respond to Influence People Decide Based on Emotions Sad, Mad, Scared Emotions Using Fear Appeals Joyful, Powerful, Peaceful Feelings People Justify Their Actions Based on Reason Make a Benefits List CHAPTER 15 - Expressing Your Organization’s Unique Identity Creating a Memorable Brand Build an Identity, Not an Image Clearly Understood Theme Lines A Meme Is an Idea Virus about Your Organization Don’t Try to Be an Artist! Nonprofit Memes CHAPTER 16 - Cultivating Winning Relationships for Your Nonprofit Making Connections What Do You Need to Know About People? 30 Networking Habits for Nonprofits What to Do About the Other Guys Make a Bigger Splash with Fusion Marketing CHAPTER 17 - Seven Golden Rules for Fundraising Success Rule 1: Know Your Donors Rule 2: Educate Your Donors Rule 3: Help Donors Find Personal Fulfillment Rule 4: Build Trusting Donor Relationships Rule 5: Respect Your Donors Rule 6: Focus on Current Supporters Rule 7: Make Giving Fun Balanced Fundraising for Your Nonprofit CHAPTER 18 - Seven Platinum Rules for Recruiting Volunteers Rule 1: Have a Clearly Defined Role for Each Volunteer Job Rule 2: Continually Strive to Increase Job Satisfaction for Volunteers Rule 3: Understand How Volunteers Think Rule 4: Don’t Look for Instant Gratification Rule 5: Go Out on a Limb Rule 6: Put Your Guard Up Rule 7: Make Volunteers Feel Appreciated CHAPTER 19 - Guerrilla Marketing Behavior Change Education Is Not Enough Six Guerrilla Tactics for Behavior-Change Marketing CHAPTER 20 - Launching and Maintaining Your Marketing Attack Write a Marketing Plan in Just Seven Sentences The Analogy of the Parade The 17 Secrets to Maintaining Your Marketing Attack How to Spy on Yourself and Improve Your Marketing Index Subscribe to Entrepreneur Magazine Copyright Page

Learn the Seven Golden Rules of fundraising success!

Boost Public Awareness, Increase Effectiveness in Recruiting Volunteers, Mobilize Advocates, and Raise Money!

“Think you don’t have time, money, or skills for marketing? Think again. Guerrilla Marketing for Nonprofits will thrill you with how easy it can be. Devour Guerrilla Marketing for Nonprofits and you’ll never be hungry for creative marketing ideas for your good cause again!”

—Kivi Leroux Miller, founder of Nonprofit Marketing Guide.com and author of The Nonprofit Marketing Guide: High-Impact, Low-CostWays to Build Support for Your Good Cause.

“Yay, and double yay! Finally, the definitive how-to, resource, and idea book for guerrilla nonprofit marketers. It’s all here: everything one needs to practice guerrilla nonprofit marketing – a resource you’ll want to keep nearby for regular reference. I found myself applauding internally with every page turn. Nonprofits that adopt even a fraction of the guerrilla marketing ideas and principles here will be further ahead.”

— Elaine Fogel, President and CMO, Solutions Marketing & Consulting LLC Chair,

American Marketing Association, Nonprofit Special Interest Group

“Buy this book immediately if you are on a mission to do good in this world. It’s jam-packed with concrete ways to effect great changes — even if you have tiny staffs and itty-bitty budgets. Guerrilla Marketing for Nonprofits is a Godsend to nonprofits and do-gooders everywhere.”

—Katya Andresen, COO, Network for Good and author of Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes

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, and information#x97;allowing them to maximize their impact and raise more money! 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#x97;no matter the state of their finances. #x95; Introduces the #x93;seven golden rules" for fundraising success and recruiting volunteers #x95; 200 proven weapons of Guerrilla Marketing customized for nonprofits #x95; Covers publicity and social media tactics specific to the nonprofit community #x95; Concepts are illustrated through real-world examples and comparison tables Jay Conrad Levinson, the Father of Guerrilla Marketing, has sold more than 20 million copies worldwide. He is founder of the Guerrilla Marketing Association and the Guerrilla Marketing Business University. Frank Adkins is the vice president of special projects for Guerrilla Marketing International. He is a certified Guerrilla Marketing business coach and internationally licensed Guerrilla Marketing master trainer. Chris Forbes is a certified Guerrilla Marketing coach specializing in nonprofit marketing Helps nonprofits compete for donations and boost public awareness through the application of low-cost battle plans, time-tested principals and relevant tactics and by utilizing the "seven golden rules" of Guerilla Marketing for fundraising success and recruiting volunteers. Original.