Downtime: Essential Reads for Nonprofit Marketing Leaders

A hiatus from the office, courtesy of a bit of surgery, offered me a rare opportunity read for hours at a time, blissfully uninterrupted by the ping of Microsoft Teams and new email notifications. (I’m fine, by the way, healing like a champ.)

I assure you, I am consuming a fair amount of streaming brain candy during my recovery, but I have made a point of spending time connecting (and reconnecting) with books that offer motivation, insights, and guidance on the complexities and shifting trends in nonprofit marketing. I don't want to lose my edge while I'm healing; reading up is a good way to feel productive and contributive to mission work while I'm "OOO."

Please indulge me as I present a curated list of books I created during my downtime to share their valuable insights for nonprofit marketing leaders.

Note: Some of these books reference terms like selling, customers, and consumers. While these terms are often considered to be anathemas to nonprofit leaders, the underlying principles of building relationships and driving action are universally applicable to corporate, commercial and nonprofit work. Don’t be put off by the terminology or Big Brand case studies; keep an open mind about the deeper themes of messaging, understanding behaviors, and cultivating enduring relationships.

Here we go:

1. "When in Doubt, Make Applesauce!: Core Habits of the Masterful Public Relations Professionals" by Marc Whitt

This is a celebration of strategic communication and leadership by a seasoned nonprofit and higher ed marketing pro. Marc's insights underscore the pivotal role of clear communication in shaping marketing strategies and fostering effective leadership. Disclaimer: I am one of the strategic comms leaders Marc tapped to share insights on best practices for the book. I wrote about the perils of working to the expectations of your C-Suite and Board instead of to the data-informed standards of the constituencies your organization serves.

2. "NeuroMarketing: Understanding the Buy Buttons in Your Customer's Brain" by Patrick Renvoise and Christophe Morin, Ph.D.

Dive right into the study of neuromarketing and understand better the psychology behind consumer/stakeholder behavior. This book offers priceless insights into how the brain responds to marketing stimuli, enhancing our ability to craft persuasive campaigns.

3. "The Age of Influence" by Neal ?? Schaffer

Influencer marketing wields incredible power. Neal explores leveraging influential voices to amplify brand reach. Neal's insights resonate with the impact of collaboration and partnerships, making this read particularly crucial for nonprofit marketing leaders.

4. "Contagious: Why Things Catch On" by Jonah Berger

Uncover the science behind why things go viral and become ‘contagious’. Jonah's book aligns perfectly with the goals of nonprofit organizations seeking to inspire action and spread awareness effectively.

5. "Emotionomics: Winning Hearts and Minds" by Dan Hill, PhD

Emotions fuel stakeholder decisions, making emotional connection paramount. Dan explores emotional impact, reinforcing the significance of resonating with audiences on a deep level.

6. "Wikipedia for Business 2023: The Rules & Latest Developments that Businesses and Communicators Need to Know to Succeed" by Josh Greene

I have a love-hate relationship with #Wikipedia and not necessarily in that order. But Josh knows it’s futile to resist and he provides deep insights into the digital terrain's influence on information access and interpretation. This book is especially pertinent for nonprofit marketing leaders, offering tools to effectively convey mission and vision in the digital realm.

7. "The Persuasion Slide - A New Way to Market to Your Customer’s Conscious Needs and Unconscious Mind: Use Psychology and Behavior Research to Influence and Persuade" by Roger Dooley

Uncover the power of psychology and behavior research in influencing and persuading your audience. Roger’s book offers innovative insights into connecting with consumers on both conscious and unconscious levels.

8. "Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications" by Sarah Durham

I love the concept of brandraising, which combines branding and fundraising for maximum impact. Sarah's book shows us how we can more effectively communicate a nonprofit's value and purpose to engage donors and stakeholders.

9. "The Gift of Small Potatoes: How a Culture of Generosity Empowers Mission-Driven Brands to Win Trust, Earn Loyalty, and Unlock Abundance" by Brian Sooy

Brian's book champions the concept of fostering a "culture of generosity" and dispels the notion that philanthropy is only for the wealthy. This book guides nonprofit leaders to reframe the way we manage fundraising as a program; instead, he urges us to manage donor revenue streams as experiences for stakeholders from all walks of life to find inspiration, fulfillment and joy in charitable giving. Another disclaimer: I contributed to this book also, sharing my thoughts on the nexus of brand and philanthropy.

10. "Friction: Passion Brands in the Age of Disruption" by Jeff Rosenblum and Jordan Berg

Jeff and Jordan explore how “passion” brands thrive by minimizing friction and maximizing opportunities for engagement. The book provides engrossing observations and theories and maybe my favorite marketing book cover of all time.

I’ll be back at work next week(ish), but my time away really has made me want to be more intentional about finding downtime to read for both pleasure and professional development. I hope you feel the same way and that I’ve given you some juicy reads to explore as you grow and affirm your marketing leadership chops.

What are some other books you’d add to this list?

#Nonprofit #NonprofitMarketing #Marketing #NeuroMarketing #DigitalMarketing #Leadership #Brand #Philanthropy #Fundraising #Donors #InfluencerMarketing #PublicRelations #PR #ProfessionalDevelopment