Nonprofit can forge ahead in marketing by thinking creatively.
My First Read:
Guerrilla Marketing for Nonprofits: 250 Tactics to Promote, Motivate, and Raise More Money Guerrilla Marketing
by Jay Levinson
Honestly, I skipped certain passages of the book. But, I did actually read a majority of it (75%). Guerrilla Marketing For Nonprofits was written in 2010 and has a lot of outdated topics. Some of the strategies covered required technical skills or had upfront cost.
Since most nonprofits work on shoestring marketing budgets, I found a few that were less likely to be used by nonprofits. Social media has drastically changed over the past 9 years. The book does not reflect that Facebook has become a pay to play platform.
The book breaks down relationship marketing concepts and personalization of appeals as the most effective means of marketing. I have read many research papers about relationship marketing. One of the core features the book does not go into is actually how to engage your audience.
Jay Levinson also breaks down the concept of transactional marketing (although that’s not what he calls it in the book). One of the core features of transaction marketing is the value people find in your nonprofit organization. The value does not have to be monetary, but could be the ideals the nonprofit reflects.
Another aspect of the book, I found interesting was the part about the characteristics of a good guerrilla marketer. The most important trait I think the book outlined was having the ability to preserver in spite of rejection. It’s also important to learned rethink how marketing strategies should be implemented.
Guerrilla Marketing for Nonprofits has some outdated information, but overall if you need a way to start a low budget marketing strategy for your nonprofit, the book has a bunch of ways to get started.
Just make sure you read updated books (written in the last 2-3 years) about social media and pay per click.
If you have read the book what did you think?