Don Akchin

The books about nonprofit market are suddenly popping up like mushrooms. Here is the latest crop:   Nonprofit Management 101, edited by Darian Rodriquez Heyman, contains 50 essays by 50 experts and practitioners that cover both traditional and cutting-edge tools and lay down a lot of solid advice, according to onereviewer.   Cause Marketing for Dummies, by Joe Waters and Joanna McDonald, takes the position that nonprofits of any size can link up with for-profit companies to promote their cause well. Reviewer Joanne Fritz gives it high marks.   Finally, in the popular Free category, Hubspot has produced a downloaded e-book on integrating email and social media, a topic that resonates with many nonprofit marketers this season.

Nothing summons up feelings of inadequacy quite as fast as the contents of marketing publications. I opened an email newsletter from the AMA this week and almost took to my sickbed as my eyes ricocheted around these phrases: Web analytics solution Measuring Web 2.0 Technologies Applying Consumer Segmentation for Maximum Impact 10-Step Road Map to Data Optimization Management of high-volume B2C customer acquisition and B2B lead generation campaign But after a few seconds, I got a grip, reassuring myself that:a) I did have a vague idea what most of those expressions meant, and anyway,b) 95 percent of it was irrelevant to me and my clients. If you’re the sort of acccidental marketer who wants to learn every conceivable thing about the field, by all means subscribe to as many marketing trade journals as you can stomach. But when you feel your head is about to explode, THROW THEM AWAY. There

Nothing summons up feelings of inadequacy quite as fast as the contents of marketing publications. I opened an email newsletter from the AMA this week and almost took to my sickbed as my eyes ricocheted around these phrases: Web analytics solution Measuring Web 2.0 Technologies Applying Consumer Segmentation for Maximum Impact 10-Step Road Map to Data Optimization Management of high-volume B2C customer acquisition and B2B lead generation campaign But after a few seconds, I got a grip, reassuring myself that:a) I did have a vague idea what most of those expressions meant, and anyway,b) 95 percent of it was irrelevant to me and my clients. If you’re the sort of acccidental marketer who wants to learn every conceivable thing about the field, by all means subscribe to as many marketing trade journals as you can stomach. But when you feel your head is about to explode, THROW THEM AWAY. There

Nothing summons up feelings of inadequacy quite as fast as the contents of marketing publications. I opened an email newsletter from the AMA this week and almost took to my sickbed as my eyes ricocheted around these phrases: Web analytics solution Measuring Web 2.0 Technologies Applying Consumer Segmentation for Maximum Impact 10-Step Road Map to Data Optimization Management of high-volume B2C customer acquisition and B2B lead generation campaign But after a few seconds, I got a grip, reassuring myself that:a) I did have a vague idea what most of those expressions meant, and anyway,b) 95 percent of it was irrelevant to me and my clients. If you’re the sort of acccidental marketer who wants to learn every conceivable thing about the field, by all means subscribe to as many marketing trade journals as you can stomach. But when you feel your head is about to explode, THROW THEM AWAY. There