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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 Four

Making Friends on the Trail

What Supporters, Participants, and Influencers Want from You

This chapter is about…

  • Understanding why people are inclined to help nonprofits
  • Recognizing what motivates people to give, donate, volunteer, and advocate
  • Learning ways to structure your relationships

Keeping your head down on the trail and staying in your tent the whole time won't make you many friends. Instead, you need to smile, wave, and invite others to share the view and the warmth of your campfire. You want to be the kind of person others will want to smile and wave back at, and maybe even share some s'mores with. You can start by trying to better understand the people that your nonprofit is most likely communicating with, including ...

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