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Marketing Workbook for Nonprofit Organizations Volume II: Mobilize People for Marketing Success
Binding Information: Softcover Product Code: 069105 ISBN: 978-0-940069-10-7 Publisher: Fieldstone Alliance Pages: 208 Size: 8.5" X 11" X .52" Price: $34.95 Uncover your nonprofit’s hidden “sales force!” Here’s how to turn your nonprofit’s staff, board, and volunteers into active marketing representatives! Use this new guide to put together a successful promotional campaign based on the most persuasive tool of all: personal contact. Whether your goal is raising funds, recruiting volunteers, or selling tickets, the old saying, “people buy from people,” is as true as ever. A postcard, phone call, face-to-face visit, even an e-mail—from someone we know—cuts through, gets our attention, and is more likely than anything to get us to act. Marketing Workbook Volume II: Mobilize People for Marketing Success shows you how to mobilize your entire organization, its staff, volunteers, and supporters in a focused, one-to-one marketing campaign. This unique guide gives you complete instructions, real-life examples, and detailed worksheets to create an effective campaign. Regardless of the size of your organization, you can use the ten steps in this book to:
Each workbook also comes with Pocket Guide for Marketing Representatives, a pocket guide available for all your representatives. In it, they can record key campaign messages and find motivational reminders. Complete, easy-to-follow steps make the process doable! Using the same concise style as in his top-selling Marketing Workbook Volume I, author Gary J. Stern shows you step-by-step how to:
The workbook also gives you:
Quotes: What others are saying about Marketing Workbook Volume II: Mobilize People for Marketing Success... “Leads the way to making every member of the organization, volunteer and staff, paid and unpaid, an effective marketing representative.” —Francis Hesselbein, President and CEO, Peter F. Drucker Foundation for Nonprofit Management “A step-by-step solution to the universal complaint, ‘We don't have enough people!’” —Alida Baker, Community Development Specialist, Community Technical Assistance Center, Pittsburgh “Absolutely brilliant. Exactly what every board member says they wish they had at the critical moment.” —Paul Irving, Executive Director, Joe Goode Performance Group, San Francisco “The worksheets and appendix are fabulous. Once you get into it, you realize that all the work is done for you.” —Jill Friedman Fixler, Volunteer and Student Placement Manager, Arapaho House, Inc., Thornton, CO “An easy-to-follow, common sense approach…And, it doesn't call for a large injection of cash resources or expertise to realize returns quickly.” —Ann Smith, President, United Way-Alberta Capital Region, Edmonton “Applicable to every situation, whether school, religious organization, arts, or community group…Concise, insightful, and cuts to the chase.” —John Easley, Director of Development, Minneapolis Institute of Arts Table Of Contents: Introduction: Mobilize People for Success What You Will Find in This Book How to Use This Book A Review: Demystifying Marketing Phase I: Ready the Organization Step 1 Define the Scope of Your Effort Step 2 Form a Marketing Task Force Step 3 Set Goals; Define Targeting, Message, and Communications Strategies Step 4 Determine Roles, People to Involve, and Recruitment Techniques Step 5 Develop a Master Timeline and Action Plan for the Effort Readiness Wrap-Up Phase II: Mobilize Your Marketing Representatives Step 6 Implement the Recruitment Plan Step 7 Hold Motivational Training Step 8 Provide Ongoing Follow-up and Support Step 9 Reward, Recognize, Reenlist Step 10 Celebrate Success and Evaluate the Effort Postscript Appendices Appendix A: Message Testing Appendix B: Motivational Training Guides Appendix C: Tips for Marketing Representatives Appendix D: Worksheets Worksheet 1 Define the Scope Worksheet 2 Form a Marketing Task Force Worksheet 3 Set Goals & Define Strategies Worksheet 4 Determine Roles & Recruitment Techniques Worksheet 5 Develop Master Time & Action Plan Worksheet 6 Implement the Recruitment Plan Worksheet 7 Hold Motivational Training Worksheet 8 Provide Follow-Up & Support Worksheet 9 Reward, Recognize, Reenlist Worksheet 10 Celebrate & Evaluate
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