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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 Five

Deciding on Your Trail Name

The Voice and Style You Want to Be Known For

This chapter is about. . .

  • Picking a content personality or voice that you want your nonprofit to be known for
  • Customizing that voice with different tones and styles for different purposes
  • Creating content that helps others recognize your nonprofit

On trails that take several weeks or months to traverse, like the Appalachian Trail or the Pacific Crest Trail, it's common for hikers to go by trail names. Sometimes people make a name up for themselves, and at other times a name is given to them by other hikers. Sometimes the name is funny or colorful or mysterious, but the name itself or the story behind it always provides insights into the person's personality ...

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