Kivi Leroux Miller of Nonprofit Marketing Guide recommends that nonprofits read three books (We Are All Weird, Little Bets, and Newsjacking) to prepare themselves for the changes to come, and offers a ...
Kivi Leroux Miller of Nonprofit Marketing Guide recommends that nonprofits read three books (We Are All Weird, Little Bets, and Newsjacking) to prepare themselves for the changes to come, and offers a few tips on what to do with the messages in these books.
Where Is Nonprofit Marketing Headed in 2012?Presentation Transcript
Where is nonprofit marketing headed in 2012 and beyond? Good question! With how fast the world of communications, marketing, and fundraising is changing, I don’t think anyone really knows. But that’s not a very helpful answer, is it? What you will find helpful are the three books I recommend you read soon. They aren’t nonprofit books, but their messages – I predict! – will have a lot to do with the future of nonprofit marketing. Kivi Leroux Miller
“ The book calls for end of mass and for the beginning of offering people more choices, more interests and giving them more authority to operate in ways that reflect their own unique values.” Text and image excerpted from Amazon.com We Are All Weird by Seth Godin Why read it? It explains how mass messaging must give way to personalized choices. 1
“ We Are All Weird” by Seth Godin
Be open to your supporters’ creative ideas – and embrace them.
Tag people by interests and segment your communications based on those tags.
THINK: PERSONALIZED What This Means for Nonprofits 1
“ Rather than planning a whole project out in advance, make a series of little bets about what might be a good direction, learning from lots of little failures and from small but highly significant wins that allow you to happen upon unexpected avenues and arrive at extraordinary outcomes.” Text and image excerpted from Amazon.com Little Bets by Peter Sims Why read it? It explains why experimenting is more powerful than detailed planning. 2
Don’t be afraid to try something new – it’s imperative that you do!
Change the goal from “doing what will work” to “learning what works.”
THINK: EXPERIMENTS “ Little Bets” by Peter Sims What This Means for Nonprofits 2
“ Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative. Enter newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage.” Text and image excerpted from Amazon.com Newsjacking by David Meerman Scott Why read it? It explains how to get your message into what everyone is already reading. 3
Get ready to respond quickly and to comment in real-time (doesn’t work by committee or with layers of approval.)
Regularly practice by brainstorming “What If” story ideas around recent headlines.
THINK: REAL-TIME What This Means for Nonprofits 3 “ Newsjacking” by David Meerman Scott
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Ann Tran
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