Content marketing for nonprofits a communications map for engaging your community, becoming a favorite cause, and raising

Additional Praise for Content Marketing for Nonprofits Kivi helps leaders think clearly and strategically about nonprofit communications as a whole, telling the organization’s story with a consistent voice and message, and being intentional about the goals of communications and marketing Kivi’s work is applicable to nonprofits of all sizes, urban and rural Her methods and guidance are clear, straightforward, and can be readily implemented by an organization’s staff team —Suzanne Wilcox, organizational development director, Montana Nonprofit Association Marketing has changed Interrupting people with ads, spamming inboxes, or sending direct mail doesn’t work like it used to Now, you have to capture people’s attention, earn their trust, and be invited into their lives all while competing against countless other entities vying for their attention Great content matters more now than it ever has before Kivi has put together a comprehensive guide for those new to marketing as well as seasoned veterans that will help you successfully reach your constituents and future supporters through great content Pay attention to what Kivi has to say You’ll be a better marketer for it! —Frank Barry, director of digital marketing, Blackbaud Content marketing is a brand-new world for the nonprofit sector, which traditionally has relied on target marketing for communicating with its donors and other supporters and would-be supporters Brand-new worlds can often be scary, especially if you try to go it alone In authoring this book, Kivi has offered herself up as your intrepid guide Whether your organization is young and wiry, or steadfastly entrenched in the “but we’ve always done it this way” sand trap, she talks—and walks—you through this new and vital approach to nonprofit communications Her clean writing and authoritativebut-accessible style pull it all together in a way that feels like sipping tea and talking shop with a savvy friend and colleague —Margaret Battistelli Gardner, editor-in-chief, FundRaising Success magazine Kivi’s fabulous book is a must-read for fundraisers! We all know that fundraising has changed And our donor communications strategies must keep evolving, too Successful fundraisers have got to master this new art of continued, interesting communications to our donors We have so many new ways to keep in touch with them—but what to and how to it? What to say? Thank goodness for this book because Kivi gives us the answers She shares a clear blueprint for keeping our donors informed, interested, connected, and most of all—happy with us If we follow her recipe, then we will be rewarded with the holy grail of fundraising—long-term sustainable gifts and contributions that you can count on year after year Thank you, Kivi! —Gail Perry, author of Fired-Up Fundraising: Turn Board Passion into Action The web changed the way all of us find, review, use, and share content This book is a critical piece for all organizations looking to create content that appeals to the community, generates the kind of attention and brand awareness that nonprofits need, and ultimately supports conversion of readers to supporters and donors Every nonprofit communications, marketing, and online engagement staffer should have this book! —Amy Sample Ward, coauthor of Social Change Anytime Everywhere Content marketing is a jungle full of tigers, snakes, and slimy little creatures that want to suck your blood Content marketing is also a great tool for making a lot of impact without spending a lot of money This book will help you navigate and survive the content marketing jungle—successfully —Jeff Brooks, TrueSense Marketing and author of The Fundraiser’s Guide to Irresistible Communications This book is what you’ve been waiting for! It is filled with a-ha moments and is a smart, fun roadmap to transform your nonprofit communications —Lori L Jacobwith, master storyteller and founder of the Ignited Online Fundraising Community Join Us at Josseybass.com Register at www.josseybass.com/email for more information on our publications, authors, and to receive special offers This book includes Professional content that can be accessed from our website when you register at www josseybass.com/go/leroux using the password professional Please also visit the author ’s website for this book at ContentMarketingforNonprofits.com for additional examples, exercises, worksheets, and updates You can also use this website to pass along your thoughts about the ideas in this book and to connect with other readers Content Marketing for Nonprofits A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money Kivi Leroux Miller Copyright © 2013 by John Wiley & Sons, Inc All rights reserved Cover design by Michael Cook Cover image by © Serkorkin/iStockphoto Published by Jossey-Bass A Wiley Brand One Montgomery Street, Suite 1200, San Francisco, CA 94104-4594—www.josseybass.com No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the Web at www.copyright.com Requests to the publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008, or online at www.wiley.com/go/permissions Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose No warranty may be created or extended by sales representatives or written sales materials The advice and strategies contained herein may not be suitable for your situation You should consult with a professional where appropriate Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages Readers should be aware that Internet websites offered as citations and/or sources for further information may have changed or disappeared between the time this was written and when it is read Jossey-Bass books and products are available through most bookstores To contact Jossey-Bass directly call our Customer Care Department within the U.S at 800-956-7739, outside the U.S at 317-572-3986, or fax 317-572-4002 Wiley also publishes its books in a variety of electronic formats and by print-on-demand Some material included with standard print versions of this book may not be included in e-books or in print-on-demand If the version of this book that you purchased references media such as CD or DVD that was not included in your purchase, you may download this material at http://booksupport.wiley.com For more information about Wiley products, visit www.wiley.com Library of Congress Cataloging-in-Publication Data Leroux Miller, Kivi, 1969– Content marketing for nonprofits: a communications map for engaging your community, becoming a favorite cause, and raising more money / Kivi Leroux Miller.—First edition pages cm.—(The Jossey-Bass nonprofit guidebook series) Includes bibliographical references and index ISBN 978-1-118-44402-3 (paper); ISBN 978-1-118-72238-1 (ebk.); ISBN 978-1-118-72237-4 (ebk.) Nonprofit organizations—Marketing I Title HD62.6.L46 2013 658.8—dc23 2013013519 Printed in the United States of America first edition PB Printing 10 The Jossey-Bass Nonprofit Guidebook Series The Jossey-Bass Nonprofit Guidebook Series provides new to experienced nonprofit professionals and volunteers with the essential tools and practical knowledge they need to make a difference in the world From hands-on workbooks to step-by-step guides on developing a critical skill or learning how to perform an important task or process, our accomplished expert authors provide readers with the information required to be effective in achieving goals, mission, and impact Other Titles in the Jossey-Bass Guidebook Series Powered by Pro Bono, Taproot Foundation Winning Grants Step by Step, 4th Edition, Tori O’NealMcElrath The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause, Kivi Leroux Miller The Executive Director’s Guide to Thriving as a Nonprofit Leader, 2nd Edition, Mim Carlson, Margaret Donohoe Strategic Communications for Nonprofits: A Step-byStep Guide to Working with the Media, 2nd Edition, Kathy Bonk, Emily Tynes, Henry Griggs, Phil Sparks The Budget-Building Book for Nonprofits: A Step-byStep Guide for Managers and Boards, 2nd Edition, Murray Dropkin, Jim Halpin, Bill La Touche 378 Index Best Friends Animal Society, 331–332 Buller, Michael, 105–106 Beyond Borders, 283 Bundling, 157 Bhagat, Vinay, 33, 52 Burk, Penelope, 8, 16, 18, 19, 80, 82, 192, Big picture communications timelines, 141–157; advantages of having, 141, 239, 309 Burke, Cassia, 278 157; calls to action on, 143, 145–146, 147; core topics on, 163, 170; events C out of/within your control on, Calendars: in email, 320; Google, 182, 142–143, 144; example of, 154–157; 184, 302; in marketing bank, 130; how to begin, 142; story arcs on, 146, survey on donor opinion of, 64–65 148–153 See also Editorial calendars See also Editorial calendars Bivins, Jereme, 120 California Genealogical Society, 169 Black River Action Team (BRAT), 104 Calls to action: to communicate with Blackbaud, 11, 49 fans, 99; identifying, for big picture Blogs, 313–316; characteristics of, 313; communications timeline, 143, content for, 313–315; examples of, 145–146, 147; matching core topics 316; mistakes to avoid on, 315–316 with, 166–167 Board of directors: bios and head shots of members of, 130; facilitating retreat on marketing for, 125–127; regularly Canadian Opera Company, 332 Capital Area Food Bank of Texas in Austin, 361 scheduled discussion with, 121–122; Cascading style sheet (CSS), 131–132 repurposing reports to, 207 Case Foundation, 223 BookEnds, 354–355 Center for Children and Families, 265 Boomers See Baby Boomers (Boomers) The Center for Social Impact Bornhoeft, Julie Seewald, 241–242, 245 Communication at Georgetown Brand, 33, 61, 206 See also Voice University, 78, 93 Brand builders, 58–59 Chan, Cristina, 189–190 Brand journalism, 27 Change, theory of, 24–25, 94–95 Branson, Richard, 225–226 Changemaker, as voice, 107–108 Brenner, Joanna, 11, 333, 351 Chaplaincy, 265 Brooks, Jeff, 52 Charity Dynamics, 36, 54, 78 Brooks, Raven, 95 Charity: Water, 107, 310 Index 379 Charney, Jennifer, 64–65, 208 number of, 7; ranked importance Checklists, 132–133, 145, 146, 254 of, 193–196; repurposing content Chemung ARC, 127–128 on different, 207–208; shifting focus Children of the Nations (COTN), 106, away from, 32–33 See also individual 212, 276–278, 279, 332 Children’s Museum of Pittsburgh, 360 Children’s National Medical Center (CNMC), 340 channels Communications director: creating culture where everyone is marketer, 122–125; dealing with resistance, Christakis, Nicholas, 55 136–137; establishing creative briefs Citro, Sue, 260 and job requests procedures, Clark, Brian, 324 133–136; establishing marketing Coach, communications director as, bank, 128–133; explaining marketing 119–120 Coalition for Sonoran Desert Protection, 247 Communications: answers to questions basics to staff, 120–122; facilitating board retreat on marketing, 125–127; importance of working with marketing team, 137; reasonable list as basis of, 7; common goals of of work for, 199; role of, 118–120; strategies for, 56–57; crisis, 229–232; using stringers, 127–128 editorial calendars to help with Communications staff: creative consistency of, 181; engagement briefs procedure for, 134; goals as goal of, 5–6; relevance to PSIs, of fundraising vs community- 21; selecting frequency of, 196–197; or brand-building, 58–59; job shift from traditional to content requests procedure for, 134–136; marketing, 28–30, 32–33; speaking marketing bank to support, 128–133; to inner angel vs inner bookkeeper, organizational positioning of, 46–48; 20–21; technology to aid sending, slow work pace of, 136–137 See 300–301; traditional vs content also Staff marketing, 23–24; with/without content marketing strategy, 30–31 Communications channels: defined, 8; Community: engaging with, on social media, 12–13; as Gen Y view of philanthropy, 15, 16; goals for impact of media and demographic building, 58–59, 61; PSIs as, shifts on choices of, 17–19; increased See also PSIs 380 Index Community Neighborhood Housing Services (CNHS), 102–103 Core topics, 159–175; on big picture communications timeline, 163, 170; Community Thread, 83–85 categories of, 161–162, 164; defined, CompassPoint Nonprofit Services, 159; developing list of, 160–161; 189–190 Conservation Trust for North Carolina, 89 Content: mapped and merged, long-lived, minimal maintenance, 162, 164–167; long-lived, regular maintenance, 162, 164, 168–169; selecting, 171–174; short-lived, 199–200; planning types to produce, 162, 164, 171; uses of, 159–160, 197–199; reasonable amount to 174–175 produce, 190–192; rule of thirds for, Creative briefs, 134 140, 200 See also Curating content; Creative writing See Writing content Merged content; Relevant content; Crisis Center (Johnson County, Iowa), Repurposed content; Writing content Content marketing: defined, xxv–xxvi; as fun, 363; theory of change for, 24–25; traditional communications vs., 23–24; traditional marketing vs., 25–28 See also Measuring content marketing Content marketing strategy: 290–292 Crisis communications, 229–232 Cross-Lines Community Outreach, Inc., 246 Culture: of appreciation, 137; where everyone is marketer, 122–125 Curating content, 267–279; benefits of, 267–270, 279; conversations created for, 275; defined, 269; finding material communications with/without for, 270–273; generated by users, strategy for, 30–31; example of 275–279; giving credit when, 274; implementing, 28–30; marketing sharing material obtained by, maturity level and, 36–43 273–274 Content personalities See Personalities Curtis Institute of Music, 266 Cutliff, Karen, 203–204 Contests, 276 Cygnus Applied Research, 80 Control: lack of, with social media, Cygnus Donor Research, 8, 192, 226 9–10; leading without, 117 Cooper, Paige, 258–259 Cygnus Donor Survey 2012, 18, 82, 239, 309 Index D 381 Donors: acquiring vs retaining, 19–20, Daigneault, Steve, 55, 76–77, 241, 260 59–61; desires of, 80–82; direct Dana-Farber Cancer Institute, 105–106 mail vs online giving by, 18–19; Dashboards, 273, 303 email series for new, 98; favorite Data: brought to life by metaphors, nonprofits of, 35–36; given role in 283; dashboards for viewing, 273; stories, 260; levels of engagement of, infographics to present, 245–246, 347, 92–94; motivation of, 76–79; offline/ 353; to measure content marketing online giving by, 8; philanthropic progress, 62–68; technology for views of four generations of, 14–16; collecting, storing, and accessing, research done by, 8; segmenting list 299–302; updating, 167 of, 4–5; thanking, 246–247 See also Davis, Mark, 55, 241 Deadlines: on editorial calendars, 180, Supporters DonorVoice, 32–33, 35, 80–81 181, 200; as element of creative briefs, Doron, Jennifer, 89–90, 97–98 134, 135; goals broken down by, 70; DoSomething.org, 336 technology tool for tasks with, 303 Doyle, Kathryn, 169 DeLong, Michael, 222 Dropbox, 302–303 Demographics: of four generations, Duggan, Maeve, 333, 351 13–14, 51–52; impact of shift in, on Duty, as Matures (Silent Generation) communications choices, 17–19; and view of philanthropy, 15, 16 views of philanthropy, 14–16 DePaul Industries, 107–108 E Diigo, 272, 303 Earthjustice, 282 Direct mail: donations received Editorial calendars, 177–202; amount through, 18, 19; frequency of of content covered by, 190–192; communications via, 197; fundraising breaking story arcs into stories for, 151; communicators’ use of, 58; new communications channels on, 193–196; donors acquired through, 19 evolution of, 189–190; example Dixon, Julie, 93–94 of, 184–187; formats for, 181–182; Dixon, Robin, 228–229 frequency of communications on, Donor Centered Fundraising (Burk), 16 196–197; meetings for decisions on, Donor-centered fundraising, 16, 27 200–202; mix of mapped and merged 382 Index content on, 199–200; organizing levels of, 92–94; as measure of content information on, 183–184; purpose of, marketing, 63; necessity of, on social 178–179; reasonable amount of work media, 12–13 on, 199; reasons for having, 179–181, Engagement ladder, 92 202; time frame for, 188–189; types Engagement pyramid, 92–93 of content on, 197–199 See also Big Engagement vortex, 93–94 picture communications timelines Entrepreneurial, as Gen X view of Editorial style sheet, 130–131 philanthropy, 15, 16 Eglin, Shayna, 87 Epic Change, 348 Elected officials, tips on working with, Ericsson ConsumerLab, 11 87–88 Etkin, Esther, 103 Ellis, Susan J., 83 “Evergreen” topics, 162, 164–167 Email newsletters, 317–321; articles Evernote Business, 272, 303 from stringers for, 127–128; Experts, qualities of, 90 characteristics of, 317; content for, Extreme Response International, 317–319; examples of effective use 205–206 of, 320–321; mistakes to avoid with, 319–320; repurposing content for/ F from, 206, 207; revised sign-up Facebook, 329–332; characteristics procedure for, 26; revised using of, 329–330; compiling comments content marketing, 33–35; sample from, 276–278; connecting with editorial calendar for, 181; time spent volunteers using, 83–85; content producing, 197, 198 See also Print for, 330; examples of effective use newsletters of, 237–239, 331–332; founding of, Emails: editing content for different 12; importance to nonprofits, 196; audiences, 208–211; frequency of infographics links on, 347; “little communications via, 196–197; metrics bets” on, 221–224; mistakes to avoid for, 67; segmenting list for, 4–5, 209; on, 330–331; newsjacking IPO of, series of, 97–98, 214 228–229; repurposing content from/ Employees See Staff for, 206, 208, 212, 213, 217; Wordless Engagement: to become favorite Wednesday on, 169 nonprofit, 43; defined, 5; as goal of Facts, 133, 237 communication, 5–6; goals vs., 62; Fans, 96, 99 Index 383 Favorite nonprofits, 35–36, 43 53–58; how philanthropy viewed by, Feeding America, 316 15, 16; philanthropic giving by, 18–19, Firelight Foundation, 228–229 50, 52–53 Flannery, Helen, 18 Generations: fundraising focused on Focus groups, 34, 65–66 older, 49–53; fundraising focused on Following, to find content to curate, younger, 53–58; overview of, 13–14; 271–272 Food Revolution Community, 340 preferred channel for giving by, 18–19; views of philanthropy, 14–16 Foundation Center, 120 Generosity, 114 Fowler, James, 55 Genuineness, 113–114 Franciscan Friars of the Holy Name Georgia Aquarium, 344 Province, 361 Friend, as voice, 102–103, 108 Getting Things Done (GTD) approach, 145 Friends, 96, 98–99 Girlstart, 347–348 Fugate, Janine, 105 Goals: adding objectives to, 68–70; and Fundraising: bundling in, 157; donor- amount of content to be produced, centered, 16, 27; focused on older 191; common, for communications generations, 49–53; focused on strategies, 56–57; donor younger generations, 53–56; goals of acquisition vs retention as, 59–61; communicators focused on, 58–59; editorial calendars to help focus importance of short-term, when on, 179; engagement vs., 62; of setting goals, 48–49; setting goals fundraising vs brand-building for, 59–61 communicators, 58–59; organizational positioning of communications staff G and, 46–48; setting, 48–49, 59–61; Gaston Day School, 125–127 value of, 45–46, 71 See also Measuring Generation X (Gen X): demographics content marketing of, 14, 51, 52; fundraising focused on, Google: Analytics, 60, 62, 70; calendars 53–58; how philanthropy viewed by, and spreadsheets, 182, 184, 302; 15, 16; philanthropic giving by, 18–19, founding of, 12 50, 52–53 Generation Y (Gen Y): demographics of, 14, 51, 52; fundraising focused on, Google Apps for Business, 302 Google+, 337–340; characteristics of, 337; content for, 338–339; examples of 384 Index effective use of, 339–340; importance Helpful friend, as voice, 102–103 to nonprofits, 196; mistakes to avoid Hicks, Rachel, 208–210, 237–238, 241 with, 338–339 Hlinko, John, 293 Graphic design style guide, 131–132 Homeboy Industries, 282 Gratefulness, 114 Homeless people, 91, 344 Greater Chicago Food Depository, 344 HootSuite: Twitter and, 271, 273, 334; Greater Cincinnati Foundation (GCF), updating with, 217, 331; ways to use, 269–270 66, 184, 303 Greater Good Science Center, 76 Hope Consulting, 82 Greenhalgh, Diane, 134–136 Hope worldwide, 236–237 Greenpeace USA, 148, 310–311 Horvath, Mark, 91, 221, 247–248 Grist, 111–112, 321 Humane Society of United States Groundwire, 92–93 (HSUS): editorial planning at, GuideStar, 82 201–202; relevant content at, 239, 240, Gyalwa Gyatso Buddhist Center, 104 242; social media use by, 113; story arc in blog of, 148; Twitter feed of, 336 Humor, 290–295; examples of successful H Hall, Jennifer Jordan, 258–259 use of, 248, 290–292; reasons for Hankin, Stefan, 87 effectiveness of, 292–293; taking on Harris, Rob, 18 serious issues, 111–112; tips on using, Harrison, Scott, 107 293–295 Hausser, Wynn, 217–218 Hutcherson, Ashlie, 212 Hawthorne, Stacy, 265 Headlines: email, 318; as microcontent, 166; print newsletter, 324, 325; repurposing content by working on, I Identity, as Boomer view of philanthropy, 15, 16 213, 214; style guidelines on, 131; Images See Photos written first, 264–266 See also Inbound marketing, 25–26, 28 Newsjacking; Standing heads Influencers: defined, 6; desires of, Hebrew University, 222 Heifer International, 354 Helper’s high, 76 87–90 See also Media; PSIs Infographics, 245–246, 346, 347, 353 Index Inner angel, communications speaking to, 20, 21 Inner bookkeeper, communications speaking to, 20, 21 Innovative changemaker, as voice, 107–108 Integrated marketing, 18, 27 385 L Land Trust Alliance, 149, 150 Lee, Samantha, 86–87 Left Action, 293 Legal Aid of Western Missouri, 203–204 Legal Information for Families Today (LIFT), 245–246 Interruption marketing, 25–26, 28 Lending Hands of Michigan, 265 Invisible Children, 95 Leroux Miller, Kivi, 37, 56, 76, 90, 91, Invisible People, 91, 221, 344 125, 191, 193, 196, 237, 246, 276, 290 Levit, Darcy, 250–251 Lewis, Carie, 113, 201–202, 238–239, 240, J Jargon, 110–111 242 Jeffords, Dave, 104 Lillard, Margaret, 89 Job requests, 134–136 Lillian’s List, 154–157, 282 Johnson, Kira, 128 Lindbeck, Roberta, 246 Jones, Eddie, 150–151 LinkedIn, 196, 272 Jones, Valerie, 84–85 Links: to core topics on website, 167; in marketing bank, 133; sharing, 273–274 K Kanter, Beth, 68 Little bets, 220–224 Karvetski, Kerri, 292–293 Little Bets (Sims), 220–221 Kennedy, Kathleen, 247 Liu, Elexa, 236–237 Keyes, Denise, 93–94 Loeb, Pam, 33, 52 King, Sean, 118, 178–179, 220 Logos, 129–130 Kiva, 311 London Fire Brigade (LFB), 225–226 Kony, Joseph, 95 Longview (senior living Kony2012 (film), 95 community), 224 KQED Science, 340 Loveland Center, 327 Krakauer, Hoong Yee Lee, 88 Lupus Foundation of America, Greater KYK9 Search and Reunite Services, 258–260 Ohio Chapter, 332 Lyubomirsky, Sonja, 76 386 Index M Media: inbound marketing and, 26; Maintenance: core topics requiring newsjacking stories in, 224–229; minimal, 162, 164–167; core topics sharing story ideas with, 128; shifts requiring regular, 162, 164, 168–169 in, 7–13, 17–19; tips on working with, MAP for Nonprofits, 83 Marketing: example of shifting away from traditional, 28–30; explaining 89–90 See also Social media Media Temple, 303 Meetings: to create culture for basics of, to staff, 120–122; facilitating marketing, 122–124; for final board retreat on, 125–127; integrated decisions on editorial calendars, (multichannel), 18, 27; outbound vs 200–202; newsjacking practice in, inbound, 25–26, 28; trends affecting 226–227 strategy for, See also Content marketing Marketing bank, 128–133; advantages Mentoring Partnership of Southwestern Pennsylvania, 212–213 Merged content, 219–232; crisis of, 128–129; contents of, 129–133; communications as, 229–232; defined, 128 defined, 200; little bets resulting Marketing maturity level, 36–43 in, 220–224; newsjacking to create, MarketingCharts, 13 224–229; preparation for, 220, 232; Matures (Silent Generation): recommended amount of, 140, 200, demographics of, 14, 15, 51, 52; fundraising focused on, 49–53; how 219–220 Metaphors, 282–290; deep vs philanthropy viewed by, 14, 15, 16; surface, 286–288; overused, 284, philanthropic giving by, 18–19, 50, 289–290; process for creating, 284– 52–53 285; purpose of using, 282; sample, McDermott, Clare, 105 for nonprofits, 286–288; ways to use, Measuring content marketing: 282–283 explaining metrics for, 118–119; by exposure vs engagement, 63; online Metrics See Measuring content marketing data for, 62–63; resource on, 68; Meyer, Brett, 4–5, 26, 34, 171–172 techniques for, 64–68 Michael J Fox Foundation for Measuring the Networked Nonprofit (Kanter and Paine), 68 Parkinson’s Research, 311 Microcontent, 166 Index Minor, Liz, 125 Networking, to measure content Mission India, 326 marketing, 67–68 Moavero, Tracy, 110–111, 200 Newcomers, 96–98 Mobile devices, 357–361; characteristics Newsjacking, 224–229; defined, 225; of, 357; content for, 357–359; examples of, 225–226, 228–229; examples of effective use of, 360–361; practicing, 226–227 homeless people with, 91; increased Newsletters See Email newsletters; use of, 11; mistakes to avoid with, 359–360 Models, in marketing bank, 133 387 Print newsletters 9/11 Memorial, 340 Nonprofit Marketing Guide: content Monnell, Allison, 127–128 curating at, 270–273; design style Monterey Bay Aquarium, 348 guide of, 132; editorial calendar Muddled middle, 156 of, 184–187; on Facebook, 329; Multichannel marketing, 18, 27 favorite tech tools at, 302–303; Museum of London, 360 monthly writing prompts from, 256; results from survey on N preferred communications Nal’ibali, 103 channels, 193–196 National Aquarium, 316 Nonprofit Technology Network (NTEN), 36, 54, 78; core topics of, National Campaign to Prevent Teen 171–172; email list segmenting by, Pregnancy, 294 4–5; newsletter sign-up procedure of, National Coalition for the 26; revised newsletter of, 34–35 Homeless, 91 National Committee to Preserve Social Norris, Christina, 258–259 Security and Medicare (NCPSSM), 354 National Parks Conservation Association (NPCA), 321 National WIC Association, 86–87 National Wildlife Federation (NWF), 336 The Nature Conservancy, 260, 283 O Objectives, SMART, 68–70 Ogilvy Public Relations Worldwide, 78, 93 Ohio Environmental Council (OEC), 89–90, 97–98 Operation Smile, 348 388 Index Original content, recommended amount of, 140, 200 Internet users on, 275; mistakes to avoid with, 353–354 Ottawa Humane Society, 316 Place des Arts, 320 Outbound marketing, 25–26, 28 Planned Parenthood, 230; of Rhode Island, 326 P Policy Matters Ohio, 110, 200 Paine, Katie, 68 Politicians, tips on working with, 87–88 Participants: commonly overlooked, Post, Stephen, 76 91–92; defined, 6; motivation of, Print newsletters, 323–327; archive of, 76–79 See also Advocates; PSIs; 133; characteristics of, 323; content Volunteers for, 323–324; examples of, 326–327; “Perennial” topics, 162, 164, 168–169 mistakes to avoid with, 324–326; Performer, as voice, 106, 108 photo resolution for, 345; repurposed Permission marketing, 25–26, 28 material for/from, 206, 208, 216 See Perry, Gail, 125 also Email newsletters Personalities: adjectives for Prioritization: of core topics, 160–161; customizing, 108; four common, creative briefs as aid to, 134–135; 102–108; three G’s to add to, 113–114; editorial calendars as aid to, 180; of using social media to bring out, goals for nonprofit communications 112–113 See also Voice strategies, 56–57 PETA, 354 Pew Internet & American Life Project, 18 Photos, 345–349; characteristics of, 345; examples of effective use of, 347–349; Project for the Study of Alternative Education in South Africa (PRAESA), 103 Protect our Defenders, 344 PSIs: core topics of interest to, 171–174; in marketing bank, 130; mistakes to defined, 6; engaging, 43, 92–94; avoid with, 346–347; as thank-you focusing on reactions of, 32–33; gifts, 247; tips on using, 345–346; generations of, 13–14; importance Wordless Wednesday, 169 of communications desires of, Pinterest, 351–355; characteristics of, 21; measuring content marketing 351; content for, 352–353; examples through contacts with, 64–66; as of effective use of, 354–355; partners vs audience, 100; stages importance to nonprofits, 196; of relationship with, 96–99; writing Index content to evoke positive response create, 217; ways to produce, by, 266 See also Influencers; 207–215 Participants; Supporters Public Advocate Inc., 217–218 Research, by donors before giving, Resistance: dealing with, within Public officials, tips on working with, organization, 136–137; using 87–88 Pulmonary Hypertension Association, 134–136 389 metaphors to overcome, 283 Results, content focusing on, 257–260 ReSurge International, 316 Rosenthal, Robert, 28–30 Q Rovner, Mark, 33, 52 Queens Council on the Arts, 88 Royal, Sarah, 108 Ruback, Beth Ritter, 290, 291–292 R Rainie, Lee, 11 S (RED), 336 Salant, Jonathan, 55 Reedus, Becci, 291 Salvation Army, 316 Reich, Julia, 245–246 San Diego Zoo, 276 Relevant content, 235–251; example San Francisco Education Fund, 344 of, 248–251; importance of, 51, Sauber, Jenna, 223 235–236; as realistic, 239–240; as Save the Redwoods League, refreshing, 246–248; as responsive, 64–65, 208 242–244; as revealing, 245–246; as Scholarship America, 104–105 rewarding, 236–239; timeliness of, Schulman, Kevin, 32–33, 35–36, 81 241–242 Schwartz, Nancy, 293–295 Reliable performer, as voice, 106 Scott, David Meerman, 225–227 Remember the Milk, 303 Search engine optimization (SEO), 28, Repurposed content, 203–218; examples 104, 165, 346 of value of, 203–204, 215–216; Second Mile, 229 material appropriate to become, Segmenting a list, 4–5, 209 206–207; professionals using, Selden, Janice, 265 204–206; recommended amount Senioritis, 13 of, 140, 200, 204; time saved with, Shang, Jen, 77–78 217–218; using technology to Sidebars, 212, 216 390 Index Silent Generation See Matures (Silent everyone is marketer, 124; donors’ Generation) role in, 260; muddled middle of, Sims, Peter, 220–221 156; newsjacking, in media, 224–229; SMART objectives, 68–70 posthole vs broad brush, 261–262, Smith, Quentin, 205–206 263; repurposing, by changing Social media: analytics for, as technique perspective, 211–212; from stringers, for measuring content marketing, 67; change due to, 8–9; community 127–128 See also Articles Story arcs: breaking down, into engagement required by, 12–13; individual stories, 151–153; lack of control with, 9–10; as new identifying, for big picture technology, 12; personalities brought communications timeline, 146, out in, 112–113; ranked importance of 148–149; three-part structure of, types of, 196; real-time information 149–151, 152 demanded on, 12; three G’s to Strahan, Michael, 107 express in, 113–114 See also specific Streeter, Leslie, 265 types of social media Stringers, 127–128 Spiegel, Beth Ann, 122–124, 243 Style guides, 130–132 Spreadsheets: as format for editorial Style of voice, 110 calendars, 182, 184, 185–186, 189; Supporters: curating content generated storing information on, 298, 300 by, 275–279; defined, 6; desires of, St Jude ‘s Children Hospital, 107, 320 80–82; motivation of, 76–79 See also Staff: bios and head shots of, 130; Donors; PSIs communications director’s role with, Surveys, to measure content marketing, 118–120; explaining marketing basics 64–65 to, 120–122 See also Communications Susan G Komen for the Cure, 229, 230 staff Swartwood, Theresa, 246–247 Standing heads, 168–169 Sybrant, Milo, 55, 241 Statistics, 167, 236–237, 283 Stettner, Kelly, 104 T Stevenson, Jennifer, 248 Tagging, 272–273 Stories: to communicate with friends, Taglines, 111, 282 98–99; to create culture where Target audience, 4, Index Teal, Carol, 157 Trees, Water & People, 354 Technology, 297–303; examples of uses Trusted authority, as voice, 103–106 of, 299–302; necessity of capability 391 Twitter, 333–336; author’s use of, in, 297–299, 303; repurposing content 271, 273; autofed to Facebook, 331; using, 217 See also Mobile devices characteristics of, 333; chats on, as Technology tools: author’s favorite, content, 275; content for, 333–334; 302–303; for curating content, emotional honesty on, 247–248; 270–273 examples of effective use of, 89–90, Text, boilerplate, 130 336; founding of, 12; importance to Thank-you, saying: calendar for, 64–65; nonprofits, 196; Internet users on, with gratefulness as part of 275; mistakes to avoid on, 335–336; as personality, 114; importance of, 237; source of real-time information, 12 innovative ways of, 246–247, 344, 348; recommended content of letter for, U 21; timeliness of, 80–81 Unexpected content See Merged The Nonprofit Marketing Guide (Leroux Miller), 90 content UNICEF New Zealand, 326 Themes See Core topics The United Methodist Church, 282 Theory of change, 24–25, 94–95 United Nations Population Fund Theory of Change Community, 95 (UNFPA), 223 Thomas, Danny, 107 University of Southern California, 91 Thomas, Marlo, 107 Unpredictable content See Merged Three G’s, 113–114 content 350.org, 332 The Urban Institute, 19 Tikkanen, Mari, 223 US Bureau of Labor Statistics, 54 Time: relevancy from being in real, 241– 242; saved by repurposing content, V 217–218; to send thank-yous, 80–81 Vergara, Sofia, 107 Timelines See Big picture communications timelines Video, 341–344; characteristics of, 341; content for, 342; examples of effective, Tone of voice, 109–110 344; mistakes to avoid with, 343 Topics See Core topics Virginia Beach Public Library, 327 392 Index Voice, 101–115; adjectives for Winslet, Kate, 225–226 customizing, 108; avoiding jargon Wiser.org, 320 with, 110–111; defined, 102; four WithinReach, 349 common, 102–108; humorous, WNYC, 360 111–112; importance of developing, Wolfe, Ira, 13 115; style of, 110; tone of, 109–110 See Wordless Wednesday, 169 also Personalities WordPress, 302 VolunteerMatch, 28–30 Wright, Pam, 106, 212 Volunteers: desires of, 82–85; Writing content: best types of articles, motivation of, 76, 78–79; rates of, by 253–256; with donor role in stories, age groups, 54; resource on, 85 260; focusing on results when, 257–260; with humor, 111–112, W 248, 290–295; making boring Wallis, David, 77 communications interesting, 262–264; Washington Humane Society (WHS), with metaphors, 282–290; monthly prompts for, 256; by telling posthole 248–251 We Are Visible, 91 stories, 261–262, 263; that PSIs WEAVE, 241–242, 245 respond well to, 266; by writing Websites, 307–311; analytics for, headline first, 264–266 See also Relevant content 66–67; characteristics of, 307; communication to newcomers on, 96–97, 98; content for, 164–166, 167, 308–309; examples of, 310–311; information for volunteers on, 83; integrating real-time communications Y Youth Education in the Arts, 118, 178–179, 220 YouTube, 12, 196, 344 channels into, 99; mistakes to avoid Z on, 309–310; what donors want to see Zaltman, Gerald, 286 on, 82 Zaltman, Lindsay, 286 Welliver, Amanda, 102–103 White, Shaun, 107 Zoo Atlanta, 339–340 ... Library of Congress Cataloging-in-Publication Data Leroux Miller, Kivi, 1969– Content marketing for nonprofits: a communications map for engaging your community, becoming a favorite cause, and raising. .. define content marketing for nonprofits: Content marketing for nonprofits is creating and sharing relevant and valuable content that attracts, motivates, engages, and inspires your participants,... voice and message, and being intentional about the goals of communications and marketing Kivi’s work is applicable to nonprofits of all sizes, urban and rural Her methods and guidance are clear,