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Ben Delaney’s Nonprofit Marketing Handbook, Second Edition
A hands-on guide to communications and marketing in nonprofit organizations

Available from:
Amazon in print and Kindle editions. Click here to purchase.
Barnes and Noble in print and eBook editions. Click here to purchase.
Kobo in eBook edition. Click here to purchase.
And in print from your local bookstore.

Ebook ISBN: 978-1-5136-3555-2
Paperback ISBN: 978-1-5136-3554-5

Reconition for the First Edition

  • Platinum Award, Marcom Awards
  • 5 Stars, Readers' Favorite
  • Finalist, Indie Book Awards
  • 100% 5-star reviews

About this book

Ben Delaney's Nonprofit Marketing Handbook, Second Edition

There are more than a million nonprofit organizations in the United States, and every one of them needs to tell its story, find clients, solicit donations, sell services, and encourage its volunteers. Yet few have a marketing department, and many have serious challenges in meeting their communications and marketing goals.

There are more than a million nonprofit organizations in the United States. Every one of them needs to tell its story, find clients, solicit donations, sell services, and encourage its volunteers. Yet few have a marketing department, and many face serious challenges in meeting their communications and marketing goals.

When I was hired to be the first ever marketing and communications director for a San Francisco nonprofit engaged in public school reform, I searched Amazon and my local bookstores for a guidebook. With more than 30 years of marketing experience, I was comfortable that I knew my craft – but I wanted some counsel on what marketing and communications (MarCom) was like in the nonprofit world. I was terribly disappointed. The few books available that addressed the issue were dry as dust – academic tomes that seemed to be a hundred years old. Still, I bought the most-praised. And was I ever frustrated. The author, authoritative, knowledgeable and didactic, struck a note of ivory-tower purity that had little in common with the down and dirty, hectic, pressure- filled, and deadline dependent world of marketing in which I had worked for so many years. And indeed, when I started my new job I found that marketing in a nonprofit was a lot like the work I had done for dozens of high-tech companies and startups. It was not dry and dead. It was full of life, replete with exacting requirements, personality issues, cultural sensitivities, and impossible deadlines.

After I left that job, ironically the victim of my own successes (I couldn’t convince them to raise prices on their events and services, and so, the more seats I filled the more money they lost.), I decided that I could help the next me, the nonprofit MarCom initiate, by sharing what I have learned and summarizing what that person needs to do, and how to do it successfully in the nonprofit environment.

Addressed to the MarCom manager in small to medium sized nonprofits, this book assumes that the reader has little formal knowledge of marketing. In plain language, it provides a handson reference that can be referred to frequently, providing checklists and actionable tips to make marketing easier and more effective.

In this Second Edition, I have updated information that was out of date, and added a brief discussion and a table of resources for marketing automation. In addition, there is a new chapter on a critical aspect on nonprofit MarCom – Crisis Communications Management (page 137). Finally, this edition (print edition only) is fully indexed to make it easier to use.

I start by comparing cultures and continue through the basic concepts, tools, and processes that ensure success in nonprofit Mar- Com. I offer tips on choosing marketing tools and how to use them effectively. I conclude with a glossary and index, and additional resources for the nonprofit marketing team.

Click here to read the first chapter.

Table of Contents

  • Acknowledgements
  • Building a Successful Nonprofit MarCom Program
  1. Introduction: Systems Marketing™ Ties it All Together (click here to read this chapter)
  2. How Your Favorite Nonprofit is Just Like a Hot Internet Startup
  3. Some Best Practices for Nonprofit Marketing
  4. A Few More Best Practices in Nonprofit MarCom
  5. Using Social Media Well
  6. The Importance of Branding
  7. You May Have Heard This Before
  8. Building Your Messaging Foundation
  9. The 4 C’s of Good Communications
  10. The Marketing Mix
  11. Marketing Versus Sales
  12. Websites 101: Making Your Website Findable
  13. Making Search Engines Work For You
  14. Stickiness: Your Website Needs It
  15. Testing, Testing, 1,2,3
  16. The Best Exercise is Walking
  17. Making the Most of Events
  18. Writing the Press Release that People Read
  19. About Advertising
  20. What to Measure, Why and When
  21. Open in Case of Emergency
  22. How to Help Your Board Help You
  23. Helpful Resources
  • Your Nonprofit Marketing Glossary
  • About the Author
  • Index (print version only)

Ben Delaney's Nonprofit Marketing Handbook, Second Editionwas published in June 2016 as in eBook, Kindle and paperback formats. To receive more information, please click here.