Indiferent de ce parte a lanțului de bine al non-profiturilor te aflii, Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money de Kivi Leroux Miller te poate introduce în zona comunicării NGO, un spațiu din ce în ce mai studiat și plin de elemente surprinzătoare.
Vei învăța să planifici, creezi, împărtășești și organizezi conținut valoros care inspiră și motivează iar câteva dintre ideile pe care le vei parcurge sunt:
- Modul în care marketingul și comunicarea în diferite domenii dar mai ales în cel non-guvernamental s-a adaptat la dezvoltarea mediului digital;
- Comunicarea multi-channel;
- Organizarea de calendare editoriale;
- Exemple de organizații și modul în care au implementat strategii de comunicare inovatoare.
It ’s a new, wild world out there, and yet many nonprofits are communicating as if they were still living in the ’80s or ’90s. It ’s time to throw out your excess baggage, full of illusions that you are fully in control of your communications and outdated notions that you should do the same things as before just because “we’ve always done it that way.” The journey you ’ll take in this book requires you to be lighter on your feet, so while you ’ll still carry a big backpack, you need to be smarter about the communications tools you put in it.
Before you start walking down this new path, let me give you a bird ’s-eye view of the territory you are venturing into. The End of the Target Audience Target audience is a common marketing term for the people you are trying to reach with your communications. I ’ve used it regularly since I started working in nonprofi t marketing and communications, including in my fi rst book, The Nonprofi t Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause . But I ’m trying to banish it from my lexicon, and I suggest you do the same. This term embodies the old way of looking at nonprofi t marketing and communications, an approach that I hope you ’ll transition away from as you progress through this book. While the concept of focusing on specifi c groups of people—via list segmenting, for example—is still very valuable, thinking of this focus as targeting is troublesome because it conjures the image of you blasting your content toward the target, rather than an image of you creating content that naturally attracts specifi c types of people to you. The term audience presents a similar problem because it implies people sitting passively and quietly while you present to them.
Comandă Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money, prin Books Express, librarul tău personal. Prețul recomandat de editura Wiley este de 29,99 GBP.