Nonprofit Management All-in-One For Dummies (For Dummies (Business & Personal Finance)) 9781394172436, 9781394172443, 9781394172450, 1394172435

Table of contents :
Title Page
Copyright Page
Table of Contents
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Book 1 Bringing Your A-Game to Nonprofit Management
Chapter 1 Journeying into the World of Nonprofit Organizations
What Is a Nonprofit Organization?
Comparing for-profits to nonprofits
Introducing the coveted 501(c)(3) status for nonprofits
Embracing and Sharing Your Inspiration
Honing Your Mission Statement
Keeping your mission statement short and sweet
Stating your mission — the goal for services
Specifying who will be served by the nonprofit
Explaining how you’ll accomplish your mission
Incorporating diversity, equity, and inclusion (DEI) into your mission statement
Imagining Your Future with a Vision Statement
Capturing your vision statement
Asking “Where are we going?” and “Why?”
Finding the Resources to Do the Job
Who is giving to nonprofit organizations?
Supporting your mission with fundraising
Chapter 2 From the Top: Examining the Nonprofit Management Structure
Managing a Nonprofit: A Bird’s-Eye View
Appreciating the Governing Board’s Role and Responsibilities
Understanding the board’s management oversight duties
Protecting your board from liability
Redefining the Nonprofit Founder’s Role
Adding an Advisory Board
Expanding to Take on an Executive Director
Chapter 3 Strategic Planning: Embracing the Ongoing Process
Understanding the Importance of Planning
Making Your Organization’s Strategic Plan
Getting ready
Working with your nonprofit’s mission and vision statements
Hearing from all your stakeholders
Surveying the external situation
Looking at the internal situation
Calling in the SWOT team
Putting the plan in writing
Ensuring that your goals make sense
Itemizing the parts that form your strategic plan
Adjusting your strategic plan when necessary
Putting Plans into Action
Defining and setting goals, objectives, strategies, and outcomes
Creating a work plan
Planning for Programs
Working as a team
Assessing needs
Determining the questions to be answered
Researching the best solutions
Brainstorming the resources needed to implement new programs
Estimating the cost of programs
Evaluating organizational and staff capability
Remembering special requirements
Fitting it into the mission
Thinking long term
Chapter 4 Evaluating Your Work: Are You Meeting Your Goals?
Knowing the Importance of Evaluation
Working Through the Evaluation Process
Selecting the right kind of evaluation
Planning for evaluation
Crafting valuable questions
Choosing evaluators: Inside or outside?
Conducting Your Evaluation
Analyzing Results and Putting Them to Work
Interpreting results
Using your evaluation to strengthen your work
Telling the truth
Sharing the evaluation results with your stakeholders
Chapter 5 You Can Count on Me! Working with Volunteers
Knowing Why People Volunteer
Designing a Volunteer Program
Considering a volunteer coordinator
Determining your need for volunteers
Writing volunteer job descriptions
Organizing volunteers
Searching for Volunteers
Getting the word out
Looking for volunteers at other organizations
Finding volunteers with special skills
Hiring interns
Interviewing and Screening Volunteers
Managing Your Volunteers
Providing adequate training
Keeping good records
Insuring your volunteers
Saying farewell to bad volunteers
Showing Appreciation for Your Volunteers
Chapter 6 Working with Paid Staff and Contractors
Determining Your Staffing Needs
Getting Your Nonprofit Ready for Paid Employees
Developing your personnel policies
Determining work time and off time
Covering other important items
Exploring payroll setup options
Providing benefits and perquisites
Preparing to Hire
Composing a job description
Considering necessary qualifications
Establishing nonprofit salary levels
Considering factors that affect salary
Scoping out salaries of comparable positions
Announcing the position
Making the Hire
Looking at résumés
Interviewing candidates
Digging deeper with references
Making your decision
Onboarding a New Hire
Confirming employment terms in writing
Getting your new hire started on the job
Evaluating your new hire’s progress
Looking to the future: Creating a professional development plan
Managing Employees
Recognizing what a manager or supervisor does
Clarifying the lines of communication
Holding regular staff meetings
Writing emails to staff
Chatting around the water cooler
Following the reprimand-and-dismissal process
Working with Independent Contractors
Differentiating an independent contractor from an employee
Establishing the roles for independent contractors
Finding a consultant: Ask around
Interviewing consultants
Developing and executing the contract
Book 2 Fundraising for Your Good Cause
Chapter 1 Developing Your Case Statement: Winning with Words
Stating Your Case
Understanding what the case statement is and how you use it
Getting started with your case statement
Making the Case Compelling
Developing a Case Statement: A Step-by-Step Guide
Step 1: Mission: Why are you here?
Step 2: Goals: What do you want to accomplish?
Step 3: SMART objectives: How will you reach your goals?
Step 4: Programs: What exactly do you provide?
Step 5: Governance: What’s the anatomy of your board?
Step 6: Staff: Who are the people behind your services?
Step 7: Location: Where do you live and work?
Step 8: Finances: Is your organization financially responsible?
Step 9: Development: What will you do in the future?
Step 10: History: What successes are you building on?
Giving Life to an Outdated Case Statement
Sharing Your Case Statement
Formatting your case
Putting the case statement to work: From paper to online posts
Chapter 2 Creating a Fundraising Plan
Drafting the Perfect Fundraising Plan
Starting with the case statement
Identifying your goals
Building a needs statement
Assessing your existing resources
Determining what you need
Setting your financial targets
Putting the all-powerful giving pyramid to work
Getting started with the right methods
Understanding the different fundraising methods
Creating a method comparison worksheet
Discovering fundraising markets
Avoiding Plan-Busters like the Plague
Budgeting Your Fundraising Efforts
Making sure you include everything in your budget . . . but don’t overbudget
Figuring out the cost of raising money
Using Affordable and Functional Fundraising Software
Chapter 3 Mining for Donors
Finding Your Stakeholders
Recognizing Your Bread and Butter: Individual Donors
Understanding donor levels
Identifying potential donors
Doing Business with Corporate Donors
Finding Foundations That Care
Asking Your Board All the Right Questions
Where did you forget to expand your donor base?
Whom did you forget to ask?
Checking Out Potential Donors
Pursuing promising prospects
Finding the silver lining with unlikely prospects
Researching on the Internet
Keeping Track of Your Organization’s Donors and Their Contributions
Creating an effective donor information form
Keeping good donor records
Maintaining Confidence: The Issues and Ethics of Handling Personal Data
Chapter 4 Meeting Your Donor with Grace and Grit
Evaluating the Importance of a Visit
Preparing to Meet Potential Donors
Examining the Giving Relationship between the Donor and the Organization
Showing potential donors the value of their gifts
Getting more than money from your donors
Checking out what motivates giving consistency
Considering Your Donor’s Context
Engaging potential donors with limited means (for now)
Connecting with affluent donors
Meeting reluctant retirees on their level
Cultivating the Initial Donor-Organization Relationship
Chapter 5 Cultivating Major Givers
Seeking a Major Gift Today for Tomorrow
Finding the Holy Grail of Fundraising: The Major Gift
Planning your way to major gifts
Reviving your pool of current donors
Targeting your major gifts
Cultivating new and existing donors who have a lot to give
Cultivating major donors in seven steps
Building a giving club
Recognizing Major Donors for Their Contributions
Meeting your donors’ expectations
Providing donor recognition
Chapter 6 Making the Major Gift Ask
Pushing through the Fear by Focusing on the Greater Goal
Accepting that you have to talk about money
Understanding that “no” doesn’t equal failure
Remembering that you’re a donor, too
Choosing the Right People to Make the Ask
Teaming up for dollars
Flying solo
Developing the Mechanics of Asking
Recognizing the equitable exchange
Using the tools of the trade
Knowing the donor
Checking out each step of “the Ask”
Moving Beyond “No”
Rating Your Yes-Ability
Following Up after “the Ask”
Book 3 Applying for and Winning Grants
Chapter 1 Grant-Writing Basics for Beginners
Orienting Yourself on Grant-Seeking Basics
Learning common grant-writing terminology
Checking out different types of grants
Understanding your eligibility for grants
Recognizing the Purpose of a Funding Development Plan
Sleuthing Out Funding Sources
Federal funding: Raiding Uncle Sam’s stash
State and local government funding: Seeking public dollars closer to home
Identifying foundations that award grants
Getting Acquainted with Grant Submission Requirements
Looking at the components of a grant application
Perusing government grant application guidelines
Getting your request in the door at foundations and corporations
Making a List and Checking It Twice
Tracking Your Submission Status
Jumping for Joy or Starting All Over?
Chapter 2 Preparing for Successful Grant Seeking
Grant-Seeking Readiness Priorities for Nonprofits
Before you apply for grant funding (the pre-award phase)
After you receive your first grant award (the post-award phase)
Procedures required for grant award risk management
Building your governing board’s capacity
Assessing your nonprofit organization’s capacity to seek grants
Creating a Grant-Funding Plan
Looking at the funding plan components
Updating critical funding plan information
Increasing Your Chances for Grant-Seeking Success
Looking for needles in a haystack
Conducting a federal funding search
Performing a foundation or corporate funding search
Talking to potential funders
Using a letter of inquiry to comply with pre-application guidelines
Using a letter of intent
Waiting Patiently for Next Steps
Chapter 3 Venturing into Public-Sector Grants
Looking for Local Funding First
Finding out where the money is in your state or territory
Looking for pass-through funding
Analyzing the Types of Federal Funding Available
Discovering direct grants
Using the eligible applicant criteria to track the funding stream
Knowing the difference between competitive and formula grants
Learning your way around Grants.gov
Understanding forecasted funding announcements
Chapter 4 Navigating the Federal Grant Submission Portals
Navigating the Grants.gov Website
Understanding Grant Applicant Eligibility
Registering as an Organization on Grants.gov
Viewing Tutorials in the Grants.gov Workspace
Accessing Application Package Instructions
Reviewing Some of the Mandatory Government Grant Application Forms
Budget information forms
Assurances forms
Disclosure of lobbying activity form: SF-LLL
Chapter 5 Researching Potential Private-Sector Funders
Finding Foundations and Corporations with Grant-Making Programs
Understanding the time and effort required
Subscribing to helpful funding alert resources
Scouring GuideStar for Foundation Funders
Using Candid’s Online Grant-Research Database
Scoring a Match to the Funder’s Grant-Making Criteria
Knowing Whom to Contact First
Chapter 6 Finding Federal Grant Opportunities That Fit Your Needs
Dissecting the Notice of Funding Availability (Over and Over Again)
Figuring out who can apply
Verifying your eligibility
Making sure you’re ready to take on a massive research and writing project
Using a checklist to determine whether you should apply for a grant
Scanning for standard terms
Getting the gist of general terms
Seeking out program-specific terms
Scrutinizing the Review Criteria
Chapter 7 Winning with Peer Review Scoring Factors
Complying with the Technical Review Requirements
Understanding the Peer Review Process
Writing your narrative sections
Earning bonus funding priority points
Writing to the Peer Review Requirements
Writing a compelling statement of need
Incorporating national models in your program implementation strategies
Demonstrating accountability with an evaluation plan
Proving your organization’s capability to manage a grant-funded project
Developing an expense-driven budget
Validating Needs and Implementation Strategies
Using Third-Party Evaluators
Chapter 8 Preparing Preliminary Documents
Complying with Mandatory Application Package Requirements
Drafting a Cover Letter (If Requested)
Shuffling Through Funder Information Requests
Knowing What the Feds Want in a Form (SF-424)
Saving the Abstract or Executive Summary Narrative for Last
Crafting the Table of Contents When Required
Chapter 9 Sharing Your Organizational History and Developing the Narrative
Adhering to the Funder’s Guidelines
Creating Organizational Capabilities as a Grant Applicant
Stating the history, mission, values, and geographic logistics
Presenting key milestones in organizational development
Shifting gears for government grants
Sorting Out Relevant Programs and Activities
Presenting and Validating Your Target Population for Services
Validating Your Statement of Need with a Compelling Narrative
Researching recent and relevant information
Incorporating real-life information about your target population
Building a strong case study
Chapter 10 Incorporating Best Practices to Build the Program Design Narrative
Reviewing the Components of a Good Program Design Section
Starting with a Purpose Statement
Plotting Goals and SMART Objectives
Understanding the difference between types of goals and objectives
Following the funder’s directions to write the right types of goals
Recognizing and writing types of objectives requested by funders
Creating SMART objectives
Producing process objectives
Identifying impact objectives
Providing a Comprehensive Implementation Plan
Confirming Narrative Content Connectivity in Your Logic Model
Creating the Evaluation Plan for Your Program Design
Making sense of evaluation plan terminology
Data collection and analysis
Evaluators
Types of evaluations
Qualitative versus quantitative
Keeping the evaluation process in-house
Taking the third-party evaluation route
Writing the evaluation plan
Chapter 11 Preparing Project Management Plans and Sustainability Narratives
Presenting the Project Management Team’s Credentials
Articulating Qualifications
The basic profile
The profile with page limitations
The profile for personnel paid by cash match
Connecting Accountability and Responsibility to the Implementation Process
Writing the management plan
Acknowledging your fiscal responsibility
Demonstrating Federal Compliance in the Personnel Selection
Writing the Sustainability Statement
Using the board’s sustainability plan
Crafting a sustainability statement
Chapter 12 Creating a Budget That Includes All the Funding You Need
Understanding Budget Section Basics
Personnel
Travel
Equipment
Supplies
Contractual
Construction
Other
Distinguishing between direct and indirect costs
Entire budget summary
Plotting Ethical Expenses
Gathering accurate cost figures
Including all possible program income
Managing expenditures to the penny
Projecting Multiyear Expenses for Grant-Funded Programs
Building Credibility When You’re a New Nonprofit
Chapter 13 Checking Off the Mandatory Requirements for Compliance
Triple-Checking All Required Components
Cover materials
Organization history and capability
Statement of need
Program design
Evaluation and dissemination
Management plan, assets, and your equity statement
Sustainability plan
Budget summary and narrative detail
Assembling the Proper Attachments in the Right Order
Capability-related documents
Financial documents
Supporting documentation
Meeting Submission Requirements
Paying attention to submission protocol
Uploading applications on time
Clicking Submit without panicking
Chapter 14 Waiting on the Grant Maker’s Decision
Keeping Accessible Copies of Electronic Files
Staying Connected and Providing Updates to Your Stakeholders
Tracking the Status of Your Submitted Application
Requesting that elected officials track your application’s progress
You get a grant award notification
You receive a standard form rejection email or letter
Following up on foundation and corporate grant requests
Round one: Determining whether your request is under review
Round two: Finding out whether you’re funded
Round three: Following up after a rejection
Handling Funding Status Communications from Grant Makers
Drafting a resolution
Accepting the award
Tackling the grant-management process
Reviewing post-award guidelines for help with financial reporting
Handling Multiple Grant Awards
Failing to Get a Grant Award
Requesting peer review comments when your government application is rejected
Acting fast to reuse a failed government request
Dealing with failed foundation or corporate funding requests
Book 4 Being Smart about Nonprofit Bookkeeping and Accounting
Chapter 1 Starting with Basic Bookkeeping and Accounting
Understanding Accounting and Bookkeeping
What’s the difference between accounting and bookkeeping?
Defining some common financial terms
Grasping assets, liabilities, and equity
Eyeing donation revenues, expenses, and nonprofit income
Identifying cash flows and operating budgets
Getting a hold on debits and credits
Adhering to GAAP
Choosing Your Accounting Method
Keeping track of the cash
Accrual basis of accounting
Introducing fund accounting
Running Numbers on Your Assets
Evaluating assets by original cost or fair market value
Grasping depreciation methods
Choosing declining balance depreciation
Going with straight-line
Selecting double-declining balance
Keeping an Eye on Your Assets
Protecting your nonprofit’s physical assets
Setting internal controls
Establishing checks and balances
Separating employees duties
Insuring or bonding nonprofit employees
Chapter 2 Setting Up the Chart of Accounts for Nonprofits
Identifying and Naming Your Nonprofit’s Main Types of Accounts
Accounting for assets
Labeling liabilities
Net assets: What you’re worth
Revenue: What you earn
Nonprofit expense: What you spend
Net income/increase – decrease in net assets
Coding the Charges: Assigning Numbers to the Accounts
Chapter 3 Recording Transactions and Journal Entries
Choosing Your Basis of Accounting
Navigating the Accounting Process
Eyeing the specifics of the process
Looking at the two sides of an account
Recording Journal Entries
Step one: Write the transaction date
Step two: Write the account names
Step three: Write the amount of each debit and credit
Step four: Write an explanation or reason for the transaction
Posting to the General Ledger
Reaching the Trial Balance
Preparing the trial balance: The how-to
Understanding which accounts require adjustments
Finding errors
Ferreting out basic errors
Being aware of hidden errors
Correcting errors
Making a journal correction
Making a ledger correction
Chapter 4 Balancing the Checkbook: Donations and Expenses
Getting the Lowdown on Your Checkbook Register
Adding and Tracking Nonprofit Donations
Logging donations in your register
Recording cash, checks, and other donations
Cash donations
Donations made by check
Credit card donations
Direct bank draft donations
Grants
Handling and recording the donations
Subtracting Your Expenses
Making the necessary deductions in your checkbook register
Identifying common expenses
Relying on direct or automatic bank drafts
Tie It Together: Balancing the Checkbook
Using the bank statement
Entering the information with a software program
Smoothing Out and Avoiding Errors
Finding and addressing errors
Considering outstanding checks
Chapter 5 Balancing Cash Flow: Creating an Operating Budget
Understanding the Importance of Having a Budget in the Nonprofit World
Getting Off to a Good Start: Preparing to Create an Operating Budget
Setting clear guidelines
Identifying your nonprofit’s objectives
Setting and prioritizing goals
Organizational goals
Individual program goals
Staying organized
Use a detailed calendar with time frames and deadlines
File all paperwork in a timely manner
Throw away what you don’t need
Outline your tasks
Coming Up with an Operating Budget
Walking through the steps to the budget
Step 1: Prioritize and determine the need
Step 2: Make a list of everything coming in and going out
Step 3: Separate actual income versus projected income
Step 4: Compare income to expenses and make adjustments as necessary
Getting your budget approved
Chapter 6 Staying in Nonprofit Compliance
Understanding Why Being Compliant Is Important for Your Nonprofit
Staying in Compliance: The How-To
Register with the proper state authority
Account for nonprofit activities
Hire professional help
Abide by IRS statutes
Following Accounting Standards
The fascinating FASB
ASC 958-205-05, Not-for-Profit Entities: Presentation of Financial Statements
ASC 958-205-55, Not-for-Profit Entities: Implementation Guidance and Illustration
ASC 958-605-25-5A, Not-for-Profit Entities: Revenue Recognition – Contributions
ASC 958-360-35, Not-for-Profit Entities: Depreciation
The world according to GAAP
Cost principle
Business entity concern
Objective principle
Matching principle
Revenue-recognition principle
Expense-recognition principle
Full-disclosure principle
Comparability principle
Consistency principle
Sorting out the Sarbanes-Oxley Act (SOX)
Selecting an audit committee to hire an independent CPA
Requiring a signed financial statement
Chapter 7 Accounting for Payroll and Payroll Taxes
Setting Up Payroll Accounts for Nonprofit Employees
Deducting the Right Amount of Taxes
Salaries and wages
Overtime and cash advances
Calculating Specific FICA Payroll Taxes and Deductions
Paying Quarterly Payroll Taxes with Form 941 and Electronic Funds Transfer
Completing Form 941
Filing Form 941
Accessing the EFTPS to make tax deposits
Completing End-of-Year Forms
Filling out the W-2
Filling out the W-3
Where to send the W-2s and W-3s
Chapter 8 Doing the Accounting for Tax Form 990
Choosing the Right Form: Which One Do You Need?
Knowing What Happens If You Don’t File Form 990
Understanding the Minimal Requirements: Form 990-N (e-Postcard)
Filling Out Form 990-EZ
Filling Out Form 990
Walking through Form 990
Submitting Form 990
Completing Form 990-T (Reporting Unrelated Business Income)
Chapter 9 Analyzing the Statement of Activities
Understanding the True Meaning of the Statement of Activities
Revenues
Expenses
Gains and losses
What this statement doesn’t show
Evaluating the Data
Analyzing revenues and expenses
Determining change in net assets
Using the statement to make comparisons
Seeing how the numbers compare over time
Comparing your nonprofit to other nonprofits
Chapter 10 Reporting Financial Condition on a Statement of Financial Position
Grasping What the Statement Says about Your Nonprofit
Creating and Reading a Statement of Financial Position
Understanding the statement’s structure
Classifying assets
Current assets
Long-term assets
Net fixed assets
Total assets
Classifying liabilities and net assets
Current liabilities
Long-term liabilities
Net assets
Restricted net assets
Unrestricted net assets
Total liabilities and net assets
Evaluating the Numbers
Calculating working capital
Calculating a debt-to-equity ratio
Chapter 11 Eyeing the Statement of Cash Flows
What the Statement of Cash Flows Can Tell You about Your Nonprofit
Using the statement to see the big picture
Making decisions based on the statement
Understanding How to Create and Use a Statement of Cash Flows
Getting the statement started
Identifying the parts of the statement
Doing the math
Operating activities
Investing activities
Financing activities
Analyzing Cash Flow Indicators
Calculating the operating cash flow ratio
Determining free cash flow
Chapter 12 Organizing the Statement of Functional Expense
Classifying Functional Expense
Keeping track of time
Allocating expenses
Program expenses
Management and general expenses
Fundraising expenses
Using the Statement of Functional Expense to Calculate Ratios
Program expense ratio
Fundraising efficiency ratio
Chapter 13 Closing the Nonprofit Books
Understanding the Need to Close Your Nonprofit’s Books
Adjusting, Closing, and Reversing Entries
Adjusting entries: Year-end
Closing entries: A 1-2-3 step
Reversing entries to close temporary accounts
Completing the Notes to the Financial Statements
Explaining changes in accounting methods
Noting all lawsuits
Including all contingent liabilities
Noting conditions on assets and liabilities
Putting Last Year Behind You and Looking Forward
Book 5 Speaking on Behalf of Your Nonprofit
Chapter 1 Getting Started with Public Speaking
Dealing with Issues That Stand in Your Way
Fighting the fight, flight, or freeze response
Affirming your worth with affirmations
Creating reality with visualization
Getting rid of tension
Improving Your Body Language
Gesturing
Moving
Making eye contact
Adjusting Your Pace: Perfecting the Pause
Supporting Your Breath
Boosting Confidence through Preparation and Training
Breathing (your own) life into speeches
Planning your speech
Getting ready for the big day
Honing Your Delivery
Articulating
Resonating
Using the right tone
Adding visuals
Getting laughs
Telling stories
Dealing with the Audience (and Hecklers)
Chapter 2 Crafting a Captivating Speech
Planning and Preparing
What’s Your Point?
Hooking Your Audience
Supporting Your Point: The PIE Method
Point
Illustration
Explanation
So what?
Conclusion: Ending with a bang
Writing in Your Own Voice
Keeping it simple
Writing and reading out loud
Show, Don’t Tell: Painting a Picture in the Audience’s Mind
Crafting Your Narrative: Story Time
You’re the boss: Acting like a protagonist
Telling the story of your organization
Getting real: Enhancing your story
Getting personal
Getting dramatic
Chapter 3 Using Visual Aids
Augmenting Your Speech with Slides
A Picture’s Worth a Thousand Words
Knowing when a picture works and when it doesn’t
Cropping pictures to fit ideas
Considering color
Mastering Essential Slide Show Skills
The Do’s and Don’ts of Audio
Don’t let music play for a long time
Don’t play music too loud or soft
Don’t play music during your whole presentation
Do have a sound check in the space prior to your speech
Do check your equipment
Using Video . . . If You Must
Chapter 4 Practicing Your Speech
Practicing Out Loud
Hear yourself
Stand up
Prepare those props
Power up those slides
Find an empty room
Time yourself
Get someone to watch you
Recording and Critiquing Yourself
Take video of yourself presenting
Record your voice
Work on your face and nonverbals
Mark My Words: Adjusting Your Script for Emphasis
Slowing Down: Speed Kills
Cutting your speech when your time is cut
Resisting the urge to rush
Making the most of tactical pauses
Avoiding filler words: Ums and ahs
Speaking, not reading
Breathing just enough
Chapter 5 Overcoming Performance Anxiety
Staying Loose: Tension Can Ruin a Speech
Aligning yourself with proper posture
Identifying the tension
Releasing the tension
Chin Up and Don’t Slouch
Breathing as a sloucher
Why feeling bad ends up sounding bad
Using Your Body to Battle the Fight, Flight, or Freeze Response
Cutting Yourself Some Slack
Shifting Your Focus to the Audience
Beginning with the end in mind
What is the audience expecting to learn?
What are your audience’s demographics?
What level of knowledge on the topic does the audience have?
How big is the audience?
Why is the topic important to the audience?
Addressing one person in the audience
Knowing when not to apologize
Book 6 Spreading the Word through Social Media Marketing
Chapter 1 Launching SMM Campaigns
Defining Social Media Marketing
Discovering the Types of SMM Campaigns
UGC contests
Podcasting
Recognizing What Makes a Good SMM Campaign
Creating Your SMM Roadmap
Define your objectives
Develop a powerful story/experience
Create an action plan
Craft the content path
Execute for influence
Create partnerships
Track the results
Participating: Four Rules of the Game
Be authentic
Remember quid pro quo
Give participants equal status
Let go of the campaign
Keeping Your Supporters Engaged
Monitoring Conversations
Responding to Criticism
Chapter 2 Developing Your SMM Voice
Figuring Out Why You Need an SMM Voice
Defining SMM Voice Characteristics
Multiple and authentic
Transparent and easy to find
Engaging and conversational
Social web savvy
Unique to the person
Distinguishing between SMM Voices and Brand Voices
Outlining SMM Voice Objectives
Choosing the Owner of Your Organization’s SMM Voice
Director
Social media lead
PR manager
Crowdsourcing SMM Voices with Guidelines
Chapter 3 Finding the Right Platforms
Choosing Social Media Platforms
Learning about your clients
Addressing your industry influence
Evaluating Your Resources
Assessing What Each Social Network Offers You
Using platforms as audience research tools
Getting niche-savvy
Chapter 4 Practicing SMM on Your Website
Focusing on the SMM-Integrated Website
Making the Campaign and the Website Work Together
Treating your website as a hub, not a destination
Linking prominently to your presence on social platforms
Promoting campaigns on your website homepage
Encouraging deeper interaction through your website
Asking customers to give you feedback on your content
Rethinking Your Website
User experience
Simple design
Conversational user interface (CUI)
Content marketing
About Us and Contact Us pages
Tips and Tricks for Website SMM
Aggregate information for your customer’s journey
Amplify business stories
Align your organization into multiple, authentic voices
Apply share buttons
Index
EULA