Passion Turned Profession · Book II · Being known
How to Get a New Nonprofit Noticed
Nobody is withholding their support. They have not heard of you — and those are completely different problems with completely different solutions.
25 chapters · 222 pages
What it is
The instinct is reach: more posts, more platforms, more people. Reach is the most expensive growth available and the first thing most founders attempt. What moves a young organization is a sequence — stranger, follower, subscriber, volunteer, donor, advocate — and a clear next step from wherever a person currently stands.
The book covers the sentence that describes your organization, and how to tell when you have not yet earned it. A website built around four screens. Email, the only audience you own outright, and the deliverability failures that remain invisible until they are severe. Search, now that engines answer the question rather than list the links. And the platforms you can reasonably ignore, which is most of them.
Volunteer recruitment is treated here as well, because it is the same problem. People rarely decline out of indifference. They decline because nobody has told them what the commitment actually involves.
An unmarketed nonprofit is not a humble nonprofit. It is a temporary one. Book II · How to Get a New Nonprofit Noticed
What this book assumes
That the organization exists and few people know it. Formation is Book One.
Every chapter
25 chapters, and what each one does.
Every chapter, with the sentence it opens on.
- 01
Marketing Is Not Advertising
Nobody is withholding their support. They have not heard of you.
- 02
The Supporter Ladder
Nobody goes from stranger to donor. They go up one rung at a time, and your job is to make the next rung obvious.
- 03
The Sentence You Have to Earn
If it takes you a paragraph, you do not have it yet.
- 04
Identity Without a Budget
Consistency beats quality, and both are cheaper than you think.
- 05
Story Without Taking Anything
The person in your story is not a device.
- 06
The Website That Does One Job
Your website is not a brochure. It is a conversion machine with four screens.
- 07
Email, the Only Audience You Own
A follower is somebody a platform lets you reach. A subscriber is somebody you can reach.
- 08
Why Nobody Got Your Email
Deliverability is invisible until it is catastrophic.
- 09
Search, and the Machines That Answer Now
People used to search and click. Increasingly they search and read the answer.
- 10
Texting, Carefully
The highest open rate in marketing, attached to the highest legal risk.
- 11
Choosing Platforms on Purpose
You cannot be everywhere. Almost nobody needs you to be.
- 12
What Actually Works on Social
Nobody follows an organization. They follow a person, a place, or a fight.
- 13
Video You Can Actually Make
The barrier is not equipment. It is the belief that it should look professional.
- 14
Local Press and Earned Attention
A reporter is not an audience. A reporter is a person with a deadline and not enough to fill it.
- 15
Partners, Ambassadors, and Borrowed Audiences
The fastest growth available to you is somebody else's trust, lent deliberately.
- 16
Recruiting Volunteers Is Marketing
A volunteer is a supporter who agreed to be in the room.
- 17
From Volunteer to Advocate
The only rung that makes more people is the one nobody works on.
- 18
The Donor Journey After the First Gift
Four out of five never come back, and the reason is almost always that nothing happened.
- 19
Campaigns
A campaign is a deadline attached to a reason. Both parts are required.
- 20
When It Goes Wrong
Trust is lost in the response, not the event.
- 21
Measurement Without a Data Team
Most of what you are counting cannot be acted on. Count the six things that can.
- 22
The One-Person Marketing Department
Everything in this book assumes hours that do not exist unless you defend them.
- 23
AI in the Marketing Seat
It is a very fast intern with no judgment and no memory of your Thursday.
- 24
Life Stages
The right marketing plan for your organization depends almost entirely on which of four rooms you are standing in.
- 25
The First Ninety Days
Do these things in this order. Ignore everything else until they are done.
Two more lines from inside
From the manuscript.
Reach is the most expensive way to grow and the first thing every founder reaches for.
Book II · How to Get a New Nonprofit Noticed
A follower is somebody a platform lets you reach. A subscriber is somebody you can reach.
Book II · How to Get a New Nonprofit Noticed
-
What this book assumes
That the organization exists and few people know it. Formation is Book One.
Each subject is treated once, in the book that owns it. Where an answer belongs elsewhere, you are given the chapter reference.
Get the complete set
All ten books, plus the toolkit.
Passion Turned Profession is available as a complete set for $149: all ten books in PDF and EPUB, plus the forty documents printed in Book X as editable Word files. The books are not sold separately.