Leroux Miller and marketing: Social media and surprises
There has never been a shortage of one-person marketing departments or small budgets in the nonprofit sector. Technology and social media have presented marketers with a groundswell of inexpensive, if not free, opportunities to promote, publicize and organize on behalf of their nonprofit organizations.
While the juxtaposition of these two forces would seem to solve marketing budget problems, these forces actually have created feelings of angst and loss of control for traditional marketers. The fact that all generations (yes, that means seniors too) are represented online is a call to action for everyone still waffling about integrating marketing and social media.
It’s an exciting time for nonprofit marketing professionals and your marketing plans are waiting for you to dust them off and put The Nonprofit Marketing Guide to good use. This month we’re delighted to feature Kivi Leroux Miller’s book and have excerpted our author interview:
CausePlanet: The Nonprofit Marketing Guide is fresh and insightful. What inspired you to write this book?
Leroux Miller: I’ve worked as a communications department of one for going on twenty years, as a nonprofit staff member, board member, volunteer and consultant. I had to learn how to do that on my own for the most part, because while there are books on marketing or fundraising, they are written for large, well-funded organizations or are too academic. As I was struggling to figure out how to do nonprofit communications without a lot of staff or resources, I vowed to someday write the book for people in the same situation. So that’s what I did!
CausePlanet: One of your passages cites a GettingAttention.org survey that found only 37% of nonprofits measure the effectiveness of their efforts. This was surprising in light of how important it is for nonprofits to make their budget dollars count. What surprises you most about nonprofit marketing today?
Leroux Miller: That’s a tough question! I guess I’d say that what surprises me most is how undervalued marketing still is. As I discuss in the book, marketing is really integral to everything from delivering the right programs to the right people, to raising the money to pay your staff well. It’s not just about having a newsletter or a Facebook page. I wish more nonprofits really understood the impact of good marketing on implementing their missions–and how much harder they make it on themselves when they don’t value marketing.