The Nonprofit marketing guide, ® Marketing

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JOSSEY
BASS
GUIDEBOOK
SERI ES
NONPROFIT
The Nonproﬁ t
Marketing
Guide
High-Impact, Low-Cost Ways to
Build Support for Your Good Cause
KIVI LEROUX MILLER
Fo rewo rd by
KATYA ANDRESEN
Strategies, tips, tools, and resources
for do-it-yourself nonproﬁ t marketers
SECOND EDITION
Praise for
The Nonprofit Marketing Guide
“
The Nonproﬁ t Marketing Guide
stands far above the crowd! While most resources tell
organizations what to do communications-wise, Miller’s masterpiece shows them how.
It should be required reading for every nonproﬁ t communicator.”
—
Nancy E. Schwartz,
publisher, GettingAttention.org, and president, Nancy
Schwartz & Company
“Kivi’s book delivers solid tactics and strategies, while at the same time driving home the
point that nonproﬁ t marketing should have a soul. Whatever your marketing strategy,
this book is sure to challenge your ideas and present you with fantastic opportunities for
the future.”
—
Danielle Brigida,
social media outreach coordinator, National Wildlife Federation
“Kivi makes marketing doable for nonproﬁ ts, uses colorful examples to demonstrate
her topics, and has practical and cost-effective tips for immediate implementation to
improve marketing efforts.”
—
Magda Hageman-Apol,
assistant vice president and director of the National Center
for Nutrition Leadership, Meals On Wheels Association of America
“If I could only select one communications book for the lending library at our Nonproﬁ t
Resource Center,
The Nonproﬁ t Marketing Guide
would be my top choice. This practical,
no-nonsense guide is written in terms everyone can understand, for any mission, with
any audience.”
—
Susie Bowie,
communications associate, The Community Foundation of Sarasota
County
“Whew! Finally there’s a guide to help nonproﬁ ts with limited resources navigate the
unbelievably fast-paced and ever-changing world of marketing. Thanks, Kivi!”
—
Sheri Booms Holm,
communications director, West Central Initiative
“In
The Nonproﬁ t Marketing Guide
, Kivi Leroux Miller, a one-person marketing depart-
ment veteran, has distilled the overwhelming topic of nonproﬁ t marketing into a plan of
attack. Whether you’ve worked in nonproﬁ t marketing for one month or ten years, you
will beneﬁ t from her practical and high-impact strategies for success.”
—
Valerie Stoj,
development and PR director, Ollie Webb Center, Inc.
“Facing a world on information overload, your nonprofit may be at the cross
roads . . . needing a marketing jolt to step into the world of new media and viral
marketing. There is no one better than Kivi Leroux Miller to walk your team, step-by-
step, into this new realm. Whether making your website sparkle or launching your ﬁ rst
e-newsletter, Kivi understands the challenges and limitations nonproﬁ ts face and offers
practical tools that are timely, cost effective, and fun.”
—
Kathy Padro,
social marketing consultant for hospice and healthcare organizations
“Having had a career in marketing prior to coming to work for a nonproﬁ t, I know that
marketing can be an organization’s biggest, yet most important, expense. Kivi’s advice in
this book will help nonproﬁ t marketers ‘think outside the box’ to come up with creative,
inexpensive, and effective marketing strategies. Kivi works diligently to help good causes
on a shoestring budget be successful.”
—
Elaine Dhuyvetter,
assistant director, Greater Manhattan Community Foundation
“This booked is ﬁ lled with practical advice, tips, and checklists—everything you need in
one book to help your nonproﬁ t organization create and implement a marketing plan
that gets results!”
—
Beth Kanter,
blogger,
Beth’s Blog
, and coauthor,
The Networked Nonproﬁ t
“Brilliant and comprehensive! Kivi Leroux Miller covers all the bases in this lively and
insightful guide to marketing for nonproﬁ t organizations. The breadth of her experience
on both sides of the consultant-client divide shows clearly here. If you’re responsible for
marketing and communications and stretched to the limit and beyond, buy this book.
You’ll soon see how much easier your job becomes.”
—
Mal Warwick,
author,
Fundraising When Money Is Tight
and
How to Write
Successful Fundraising Letters
“
The Nonproﬁ t Marketing Guide
provides needed direction for busy nonproﬁ t profes-
sionals who ﬁ nd themselves doing multiple jobs without time to focus on effective
marketing and communications. This book relieves the feeling of being overwhelmed
and provides strategic direction for our valuable resources of time and money.”
—
Allison Treppa,
director of marketing and communications, Michigan Nonproﬁ t
Association
“As a tiny nonproﬁ t with a total budget of about $100,000, we obviously have very little
set aside for marketing. Kivi understands our situation and provides practical, useful,
low-cost marketing advice that produces great results.”
—
Danielle Denhardt,
board of directors, Fancy Cats Rescue Team
The Nonproﬁ t
Marketing Guide
HIGH-IMPACT, LOW-COST WAYS TO BUILD
SUPPORT FOR YOUR GOOD CAUSE
Kivi Leroux Miller
Foreword by
Katya Andresen
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The Nonprofit marketing guide, ® Marketing

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