Share of Mind, Share of Heart
Marketing Tools of Engagement for Nonprofits
By: Sybil F. Stershic
Published: July 16, 2012
Format Perfect Paperback, 142 pages
ISBN-10: 1934229342
ISBN-13: 978-1934229347
Publisher: WME Books
"Marketing can help you stand out in a crowded market and obtain the resources and attention you need to carry out your mission", writes Founder and CEO of Quality Service Marketing, Sybil Stershic, in her concise and very hands on book Share of Mind, Share of Heart: Marketing Tools of Engagement for Nonprofits. The author describes the characteristics of marketing for non-profit organizations, and provides proven tools and techniques for engaging everyone affected by the organizational brand.
Sybil Stershic understands that marketing is essential for reaching and engaging the many and varied stakeholders who are crucial to the success of any not for profit organization. The author also presents the important concept of branding within the context of a non-profit environment, and shares the principles of marketing for developing and enhancing that brand promise.
Sybil Stershic provides a guide to discovering the service value of the non-profit brand, and how to present that difference to the customers, volunteers, and staff members. At the same time, the not for profit brand must have a consistency of message that demonstrates and delivers on the promise of service. The author offers a comprehensive blueprint for establishing an engaging marketing plan for the non-profit, and for implementing that plan effectively to all critical audiences.
Sybil Stershic (photo left) recognizes that a non-profit organization must have a mission, take care of the people who implement that mission, and maintain the level of engagement that keeps the mission fresh and alive. That concept strikes to the core of the message of sharing the mind and the heart. The author presents marketing and branding advice that serve that mission and engagement.
Sybil Stershic provides a complete road map for living the organization's mission, engaging the people involved, and for maintaining the freshness of that core message. The sections in the book that share this cause are as follows:
* Understanding non-profit marketing and your brand
* Why non-profit marketing needs to be different but the same
* Taking care of the people who most impact the brand
* Introduction to internal marketing tools of engagement
* Connecting to the organization
* Connecting to the customers
* Connecting to other employees and volunteers
* Keeping people engaged
* Making it happen: Your internal marketing plan
For me, the power of the book is how Sybil Stershic combines the theoretical framework for marketing a non-profit organization and its brands, with the practical strategies and techniques for executing the organizational mission. The author shares real world tested methods for achieving the goals of the organization through effective marketing, brand recognition, and engagement of the people involved in that mission.
Sybil Stershic provides a very user oriented guide in the form of part information and part workbook. This dual format offers the reader an opportunity to plan and think strategy and techniques along with the author. The book also contains numerous case studies, of the principles in action, in real world non-profit settings. This illustrative approach provides depth and background to enrich the understanding of the concepts.
I highly recommend the very practical and indispensable book Share of Mind, Share of Heart: Marketing Tools of Engagement for Nonprofits by Sybil Stershic, to any non-profit executives, managers, board members, volunteers, funding agencies, or end users of the services who are seeking a clear and compact guide to non-profit marketing, brand management, and engagement. This book will transform any non-profit organization from the ordinary to the outstanding in achieving its mission and goals.
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