Title: Connected Causes: Online Marketing Strategies for Nonprofit Organizations
Authors: Walter Wymer and Stacy Grau
Publisher: Lyceum Books
Year published: 2011
This incredibly detailed resource may be the only book you need to bring you up to date on the rapidly changing and expanding online marketing and networking landscape.
For instance, if your nonprofit is looking to expand its online social presence beyond Facebook and Twitter, a chart in the chapter “Tools for Stakeholder Engagement” lists over 50 alternative microblogs and social networks. The authors define these tools as well, and highlight what they are most effective at accomplishing.
The book is also prescient: it was published before the January 25 uprising in Egypt, but contains a “Chapter Insight” article that provides a look at how activists in that country have used Facebook to organize and protest. It notes that about one million Egyptians—11 percent of the population—use Facebook.
One of the more difficult undertakings that a nonprofit organization faces today is creating a social media content strategy. Chapter 4 covers this topic in detail, introducing managers to the world of social media and outlining its implications for nonprofit organizations. It also suggests ways to make a content strategy work
The chapter “Online Advocacy and Activism” describes how to use the Internet for grassroots activism and collaborate with other advocacy groups. It also provides advice on creating and sending e-mail “action alerts,” which are commonly used by activist organizations to get people to act on behalf of their issues.
Additional chapters cover branding, web site design and functionality, volunteer recruiting, and online fundraising.
In all, “Connected Causes” is highly recommended for nonprofit managers and leaders looking to expand and optimize their online presence.
Walter Wymer has written numerous articles on the subject of nonprofit marketing, many of which are available at Foundation Center libraries. Stacy Grau has written articles on cause-related marketing and corporate social responsibility. Find more works on these topics by searching our Catalog of Nonprofit Literature.
You can find “Connected Causes” in the library under call number 680 WYM CON.
Catalog/Reference Librarian, The Foundation Center