August 8, 2010 | Read Time: 1 minute
Guerrilla Marketing for Nonprofits:
250 Tactics to Promote, Recruit, Motivate, and Raise More Money
By Jay Conrad Levinson, Frank Adkins, and Chris Forbes
Old-style promotional approaches need to be overhauled in favor of “guerrilla marketing” that focuses on whether a campaign produces results, say the authors of this guide, who are all marketing consultants.
Among the 250 tips they offer: Senior leaders should not hire consultants or ask young staff members to handle communicating on Facebook, blogs, or other tools but instead learn to use them as ways to build relationships with donors and constituents.
The authors also explain why some slogans and messages work better than others. For example, they praise the simple American Red Cross theme line “Change a life. Save a life.” The authors write, “Your theme line is not a boastful sentence, but it is a not-so-subtle truth that reminds people who you are and what you are doing.”
Publisher: Entrepreneur Press, 2445 McCabe Way, Suite 400, Irvine, Calif., 92614; (949) 261-2325 or (800) 864-6864; fax (949) 261-7729; http://www.entrepreneurpress.com; 336 pages; $21.95; ISBN: 978-1-599183-749.
