1st Edition
Nonprofit Communications A Mission-Driven and Human-Centered Approach
This text provides a guide to strategic communications for nonprofit organizations that is rooted in the desire to serve and do good.
Acknowledging that nonprofit organizations, like commercial businesses, cannot succeed without a communications strategy that supports their overall business goals, seasoned practitioner and educator Kelly C. Gaggin explores the industry in a way that nurtures the servant’s heart while clearly discussing the business structure of nonprofits and the need (in most cases) to earn revenue to provide services. She teaches a strategic and integrated approach to communications that is mission-based and human-centric to align the values of the nonprofit sector with the campaign planning process. This text offers a view of nonprofits at local, national, and international levels of impact and explores those relationships while keeping in mind the value and needs of those being served.
This book is an indispensable text for undergraduate and graduate courses in nonprofit strategic communications and/or management as well as an essential resource for nonprofit industry professionals.
Online resources also accompany this text. For instructors: lecture slides, syllabus, chapter quizzes. For students: planning templates for DEEEM model. Please visit www.routledge.com/9781032461144.
1. So, what IS a nonprofit? 2. Why and How Nonprofits Communicate 3. People, People, and More People 4. Let’s Get Strategic 5. D.E.E.E.M. 6. I’m Not Crying You’re Crying – Storytelling in the Nonprofit Space 7. Getting the Word Out: Optimizing Tactics, and Media Relations 8. NGOs 9. Corporate Social Responsibility 10. Let’s Get Real: A Candid Exploration of a Career in Nonprofits
Biography
Kelly C. Gaggin is a Senior Advisor at Strategic Communications, LLC and is a former Assistant Teaching Professor of Public Relations at the S.I. Newhouse School of Public Communications at Syracuse University, USA.
