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Connected Causes

Online Marketing Strategies for Nonprofit Organizations

Walter Wymer and Stacy Landreth Grau

Publication Date - July 2011

ISBN: 9780190616267

236 pages
8.9 x 5.9 inches


As many organizations learn the hard way, getting Internet exposure for a just cause is not as easy as it seems. Connected Causes: Online Marketing Strategies for Nonprofit Organizations lays bare the most effective strategies that nonprofits often pay big money for consultants to unveil. Facing a climate of stiff competition for funds, volunteers, and policy influence, this book will help managers in all types of nonprofit organizations more effectively use current Internet technologies to build a widely recognized brand that retains a loyal and supportive base. Examples and tips throughout make this a very practical handbook.


  • Vignettes that exemplify the topics and strategies discussed
  • Worksheets that enable professionals to apply concepts to their own organizations
  • List of additional resources to deepen knowledge of specific areas of interest

About the Author(s)

Walter Wymer (DBA, Indiana University) is professor of marketing at the University of Lethbridge in Alberta, Canada. He is an internationally recognized scholar on nonprofit marketing and makes numerous presentations on topics ranging from volunteer recruitment to measuring donor loyalty. He is the former editor for Journal of Nonprofit & Public Sector Marketing, the North American editor for International Journal of Nonprofit & Voluntary Sector Marketing, and the former president of the Atlantic Marketing Association. He has authored numerous books and scholarly articles.

Stacy Landreth Grau (PhD, Louisiana State University) is associate professor of professional practice in marketing at Texas Christian University. Her primary areas of work include cause-related marketing, corporate social responsibility, and nonprofit marketing and branding. She has written numerous journal articles about cause-related, online, and nonprofit marketing. She serves on the editorial board of Journal of Advertising, Journal of Current Issues in Research in Advertising, International Journal of Advertising, and Journal of Nonprofit & Public Sector Marketing. She has worked as a marketing consultant for manufacturing, advertising, nonprofit, and retailing and has been actively involved in local nonprofit work.

Table of Contents

    Chapter 1: Introduction
    Chapter 2: The Nonprofit Brand in a Digital World
    Chapter 3: Web Site Design and Functionality for Effective Communication
    Chapter 4: Social Media Content Strategy
    Chapter 5: Social Media and Digital Technology Tools For Stakeholder Engagement
    Chapter 6: Online Fund-Raising
    Chapter 7: Volunteer Recruitment
    Chapter 8: Online Advocacy and Activism
    Chapter 9: Public Relations in a Digital World
    Chapter 10: Digital Insights and Research
    Appendix: Social Media Glossary of Terms