Question: Who is the intended audience?
Answer: Promoting Your Non-Profit is a workbook targeted to professionals and volunteers in non-profit organizations and associations who’d like to understand how to better promote and market their organizations. The book is valuable for both local groups and those operating as part of a large national or international network.
Q: What is the book about?
A: The book provides a series of fun, easy-to-use tools to help organizations identify and articulate their target audience, the unique value they provide, and outline the steps to create a simple marketing or promotional plan. Topics covered include how to understand the market and your position, developing a brand, competition, integrating social media, and developing a marketing campaign. The workbook also includes ways to measure the progress of your campaign and a list of useful resources.
Q: Why are you the best person to write this book?
A: Linda Popky is an award winning marketer, as well as a successful consultant, speaker, author and educator. Her company, L2M Associates, helps organizations dramatically improve their bottom line by more effectively leveraging their investment in marketing programs, processes, and people.
She is the president of Women in Consulting (WIC), a collaborative organization of seasoned business professionals in more than 30 consulting specialties, and a member of the Society for the Advancement of Consulting (SAC). She is the program advisor for the Integrated Marketing Program at San Francisco State University’s College of Extended Learning, on the Advisory Board for the University of California Santa Cruz Extension in Silicon Valley and an adjunct instructor for the online Master’s in Integrated Marketing Communication program at West Virginia University.
Linda believes that especially in these challenging economic times many worthy non-profit organizations are not doing all they can to promote and market themselves to each of their key audiences. This book combines her extensive knowledge of applied marketing concepts with her long experience in leadership and volunteer roles with various associations and non-profit organizations, and draws on her consulting experience in organizations from start-ups to Fortune 100 companies as well.
Q: How is this book different than other books on this topic?
A: This workbook, based on Linda’s Leverage2MarketTM concepts, brings a solid audience-focused approach to non-profit organizations. Where for-profit businesses focus on reaching paying customers, non-profits must reach multiple groups of individuals, including volunteers, donors, sponsors, constituents, members and policymakers. Whether you are promoting toothpaste, coffee or non-profit services, what’s important are the benefits that meet the audience’s wants and needs—-not the features the organization may want to promote.
Q: Is there anything else we should know about this book?
A: You don’t need to be a marketing professional to benefit from this book. The marketing concepts are straightforward and easy to grasp, and the workbook is concise and easy to complete.
This is the second in a series of workbooks in the Leverage2Market Mastery Series. The Leverage2Market Model focuses on five key elements: Products: the goods or services being marketed; Programs: the marketing initiatives being created and delivered; Processes: the way initiatives are delivered; People: those who deliver the initiatives; and Positioning, the key messages to be delivered in a campaign.
Promoting Your Non-Profit: Using Marketing to Help Your Organization Success in a Turbulent Time is available immediately from Amazon.com and from the publisher, Woodside Business Press, a specialty business press dedicated to publishing books on stimulating and thought-provoking business and marketing-related topics, at www.woodsidebusinesspress.com.