Guerrilla Marketing for Nonprofits: 250 Tactics to Promote, Recruit, Motivate, and Raise More Money

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Guerrilla Marketing for Nonprofits: 250 Tactics to Promote, Recruit, Motivate, and Raise More Money

Format:  Paperback,

336 pages

Publisher: Pgw

Publish Date: Jun 2010

ISBN-13: 9781599183749

ISBN-10: 1599183749

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Book Information

The following content was provided by the publisher.

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"

Specifications

Publisher: Pgw
Publish Date: Jun 2010
ISBN-13: 9781599183749
ISBN-10: 1599183749
Format: Paperback
Number of Pages: 336
Shipping Weight (in pounds): 1.05
Product in Inches (L x W x H): 6.0 x 9.0 x 0.75

About the author

Biography of Levinson, Jay Conrad

He is the author of more than a dozen books in the Guerrilla Marketing series. A former vice president & creative director at J. Walter Thompson Advertising & Leo Burnett Advertising, he is chairman of Guerrilla Marketing International, a consulting firm serving large & small businesses worldwide. He lives San Rafael, California.

Chapter outline

Acknowledgments and Dedicationp. xiii
Acknowledgments and Dedicationp. xv
Acknowledgments and Dedicationp. xix
Prefacep. xxiii
What Nonprofits Need Is Better Marketingp. 1
Why Nonprofits Should Embrace Marketingp. 3
It's Not Just Propagandap. 6
What Do You Mean by Product?p. 7
Adding Price to the Mixp. 10
Place Is More than Locationp. 12
The Role of Promotionp. 13
Everybody Wins with Precise Marketingp. 15
Know Your Customersp. 17
Getting to Know Nonprofit Guerrilla Marketingp. 21
Investing Your Resources for Maximum Impactp. 23
What Is a Guerrilla Anyway?p. 24
You Say You Want Revolution?p. 24
Guerrillas Know the Way People Thinkp. 26
Increased Share of Your Networkp. 26
The Geometry of Guerrilla Marketingp. 29
Three Keys to Your Amazing Success: Follow-Up, Follow-Up, Follow-Upp. 29
Fusion Marketingp. 31
Me Marketing vs. You Marketingp. 32
Marketing Combinationsp. 34
Get Them Saying "Yes" with Permission Marketingp. 37
The Guerrilla Marketer's Personalityp. 39
Guerrillas Have Imaginationp. 40
Guerrillas Are Patientp. 41
Guerrillas Are Activep. 43
Guerrillas Are Sensitivep. 44
Guerrillas Are Confidentp. 46
Guerrillas Are Aggressivep. 47
Guerrillas Are Innovativep. 49
Guerrillas Are Generousp. 50
Guerrillas Are Good Storytellersp. 52
Guerrillas Are Focusedp. 54
Guerrillas Are Constantly Learningp. 55
Guerrillas Are Enthusiasticp. 57
How To Turn Your Mission Statement Into a Marketing Toolp. 59
Clarifying Your Nonprofit's Visionp. 62
Evaluating Your Situationp. 64
Finding the Purpose of Your Marketingp. 66
The Three Sentence Guerrilla Mission Statementp. 67
Guerrillas Focus on Peoplep. 71
The Silent Generationp. 73
The Baby Boomersp. 77
Generation Xp. 80
Millennial Generationp. 83
Developing a Profile of Your Most Active Segmentsp. 88
Guerrillas Understand Their Marketplacep. 89
Leveraging Information for Your Nonprofitp. 91
Steps in Nonprofit Guerrilla Marketing Researchp. 93
Digging for Secondary Informationp. 95
Why Guerrillas Do Primary Researchp. 97
Managing Survey Error Like a Professionalp. 98
Focusing on Focus Groupsp. 102
In-Depth Interviews and Ethnographic Researchp. 104
Case Studiesp. 104
Secret Shoppersp. 105
Guerilla Marketing Research Advantagep. 105
Mini-, Maxi-, and E-Media Weaponsp. 107
Mini-Mediap. 108
Maxi-Mediap. 114
E-Mediap. 116
Info-, Human-, and Non-Media Weaponsp. 125
Info-Mediap. 125
The Human-Mediap. 130
The Non-Mediap. 135
Attributes and Attitudes of Your Organizationp. 145
Organization Attributesp. 145
Company Attitudesp. 152
Guerrilla Publicityp. 159
Getting Media Playp. 160
Benefits of Public Relationsp. 162
Create a Media Contact Listp. 165
Develop Your Key Messagesp. 166
What Is Newsworthy?p. 167
How to Write a News Releasep. 168
Media Kits, Guerrilla Stylep. 171
Giving Reporters What They Wantp. 172
65 Ways to Add Entertainment Value to Your Newsp. 175
How to Relate with Media Representativesp. 177
Leading a News Conferencep. 178
When Communicating in a Crisisp. 180
Guerrilla Marketing on the Webp. 181
What You Can Do on the Webp. 183
Evaluate Your Nonprofit Websitep. 184
Optimizing Your Nonprofit Websitep. 185
Blogging with a Causep. 188
Guerrilla Social Mediap. 195
Messages Spread Fast on Social Mediap. 197
Ten Ways to Master Nonprofit Guerrilla Social Mediap. 198
Ready to Use Social Media?p. 199
Get Involved Firsthandp. 200
Top Social Networksp. 201
Niche Marketing Guerrilla Stylep. 211
Make a Bigger Splash in a Small Pondp. 213
Benefits of Having a Nichep. 213
To Which Niche Should You Switch?p. 215
Positioningp. 218
Getting on the Same Pagep. 220
Meeting Needs While Changing Mindsp. 223
Benefits Instead of Featuresp. 225
Motives, Wants, and Needsp. 226
Motives, Wants, and Needs in Actionp. 229
People Respond to Influencep. 230
People Decide Based on Emotionsp. 231
Sad, Mad, Scared Emotionsp. 232
Using Fear Appealsp. 233
Joyful, Powerful, Peaceful Feelingsp. 235
People Justify Their Actions Based on Reasonp. 236
Make a Benefits Listp. 237
Expressing Your Organization's Unique Identityp. 239
Creating a Memorable Brandp. 241
Build an Identity, Not an Imagep. 243
Clearly Understood Theme Linesp. 246
A Meme Is an Idea Virus about Your Organizationp. 247
Don't Try to Be an Artist!p. 251
Nonprofit Memesp. 253
Cultivating Winning Relationships for Your Nonprofitp. 257
Making Connectionsp. 259
What Do You Need to Know About People?p. 262
30 Networking Habits for Nonprofitsp. 263
What to Do About the Other Guysp. 265
Make a Bigger Splash with Fusion Marketingp. 266
Seven Golden Rules for Fundraising Successp. 269
Know Your Donorsp. 270
Educate Your Donorsp. 273
Help Donors Find Personal Fulfillmentp. 275
Build Trusting Donor Relationshipsp. 277
Respect Your Donorsp. 278
Focus on Current Supportersp. 280
Make Giving Funp. 282
Balanced Fundraising for Your Nonprofitp. 287
Seven Platinum Rules for Recruiting Volunteersp. 291
Have a Clearly Defined Role for Each Volunteer Jobp. 292
Continually Strive to Increase Job Satisfaction for Volunteersp. 294
Understand How Volunteers Thinkp. 294
Don't Look for Instant Gratificationp. 297
Go Out on a Limbp. 298
Put Your Guard Upp. 299
Make Volunteers Feel Appreciatedp. 301
Guerrilla Marketing Behavior Changep. 303
Education Is Not Enoughp. 305
Six Guerrilla Tactics for Behavior-Change Marketingp. 307
Launching and Maintaining Your Marketing Attackp. 317
Write a Marketing Plan in Just Seven Sentencesp. 318
The Analogy of the Paradep. 321
The 17 Secrets to Maintaining Your Marketing Attackp. 322
How to Spy on Yourself and Improve Your Marketingp. 325
Indexp. 329

Book description

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-Cost Ways 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

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