New book helps nonprofits
get their message to the people who need to hear it.
Starting a new job as a nonprofit Marketing
and Communications Director, Ben Delaney looked hard for insight into the
specific issues of nonprofit communications. He couldn't find the help he
needed in the few dusty, ivory tower textbooks that addressed the issue. So,
when he left that job a few years later, he decided to help others in similar
situations by writing a book based on his experiences. That engaging book, Ben Delaney's Nonprofit Marketing Handbook,
was just released on Amazon in print and Kindle editions.
Despite the proliferation of social media, smart phones, and
the internet, many nonprofit organizations are still not great communicators. Often,
their communications efforts are relegated to interns and lower level staff who
lack experience and specific knowledge of marketing tools and techniques. These
organizations are losing millions of dollars in potential donations because the
people who care about their programs never hear about them. Delaney's book will
help nonprofits upgrade their communications for high impact and strong donor
support.
Written for small to medium sized organizations, Ben Delaney's Nonprofit Marketing Handbook is the hands-on guide to marketing and communications that he couldn't find
when he started doing nonprofit marketing eight years ago. Novices and
experienced marketers alike will find a wealth of actionable information here.
Realizing that many nonprofits lack the resources for effective
marketing, Delaney wrote his book as a do-it-yourself handbook that addresses
all of the key aspects of marketing and communications for nonprofits. He covers
all the issues that nonprofit marketers need to address, starting by explaining
the importance of System Marketing™, his method of ensuring that everyone in an
organization is telling the same stories in the same words to provide unified
communications.
Filled with helpful tips and real-life examples, Ben Delaney's Nonprofit Marketing Handbook includes detailed descriptions of various marketing
tools, describing what each is good for, how to measure their impact, and their comparative costs. One chapter explains
how to use different networking and presentation opportunities for maximum
impact. He addresses branding, social media, public relations, advertising,
search engine marketing, event management, advanced networking, research,
working with nonprofit boards, and more, in 22 crisp chapters.
Delaney leads the reader through building accountability
into marketing efforts and building websites with stickiness. He unravels the
tangles of search engine marketing and optimization. His chapter on testing
makes even this often daunting concept easily understood. He concludes the book
with a resource guide and glossary.
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