""Part real-world survival guide and part nitty-gritty how-to handbook, The Nonprofit Marketing Guide will show you how to hack through the bewildering jungle of marketing options and miles-long to-do lists to clear a marketing path that's right for you and your organization, no matter how understaf ... fed or underfunded. You'll see how to shape a marketing program that starts from where you are now and grows with your organization, using smart and savvy techniques, both offline and online. The Nonprofit Marketing Guide boils down the best of today's nonprofit marketing theories into practical, cost-effective, can-do strategies and uncovers the street-tested tactics that you really can pull off on your own. You'll also find concrete tips on how to sit down and produce nearly two dozen specific marketing publications for your nonprofit and additional resources on the companion website. Over the last seven years, the author has done a significant amount of new research via their annual Nonprofit Communications Trends Reports, where 650 nonprofits take an extensive survey. This new data on the communications goals, strategies, objectives and tactics most often used in the nonprofit sector will be integrated throughout the revision." (Publisher description) more

"You can’t expect supporters to dive into your website, newsletter or other written materials unless you entice them with pithy, pointed or engaging subject lines, headlines, tweets and status updates. Th ese bits of text, whether a few words or a few short sentences, are sometimes called microcon ... tent, a term coined by Jakob Nielsen, who in a 1998 article referred to Introduction Getting the Words Right microcontent as 'short content that needs to be immediately clear and inviting to a reader, and which still make sense when removed from its original context' (when it appears as a snippet in search results, for example)." (Introduction) more