Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money

Contents

Foreword

Preface

  What Is Content Marketing?

  It's a Long Trek

  Stop, Think, and Discuss

Acknowledgments

About the Author

Part One Finding a New Path: The Power of Content Marketing

1 Hearing the Call of the Wild: The Case for Changing Your Communications Approach

The End of the Target Audience

Participants, Supporters, and Influencers: Your PSIs

Seismic Shifts Affecting Your Marketing Strategy

Media Shifts: More Channels, More Choices, More Power to Decide

Demographic Shifts: The Four Generations of Your PSIs

How Each Generation Views Philanthropy

How Media and Demographic Shifts Affect Communications Choices

Why You Need to Respond to These Shifts

The Inner Angel–Inner Bookkeeper Problem

Why It Matters: Your PSIs Decide Relevance, ...