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

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Chapter One

Hearing the Call of the Wild

The Case for Changing Your Communications Approach

This chapter is about…

  • Recognizing why the term target audience no longer works
  • Understanding the real impact of social media on your communications strategy
  • Communicating with adults in four different generations
  • Reaching your supporters' inner angels instead of their inner bookkeepers

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It's time to throw out your excess baggage, full of illusions that you are fully in control of your communications and outdated notions that you should do the same things as before just because “we've always done it that way.”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 ...

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