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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 Eleven

Handling Surprises along the Way

How to Merge in What You Can't Plan

This chapter is about…

  • Leaving room in your editorial calendar for what you can't predict
  • Building in space for experimenting
  • Preparing to take advantage of breaking news and to respond to crises

You can't plan out everything. You never know when you will climb over a rock to find a rattlesnake sunning on top of it. Or when you’ll finally emerge from a thick, dark forest into a blooming field of wildflowers.

As a communications director, don't fear surprises. You’ll be jumpy and nervous all the time if you do. Big picture communications timelines, core topic lists, and editorial calendars are helpful in many ways, but you can't pack them full and then expect ...

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