15 Books That Could Change Your Life — What's Yours?
Understanding and engaging your audiences
5) "How to Win Friends & Influence People" by Dale Carnegie. The classic primer to understanding, and using your understanding of, human psychology is fundraiser Pamela Grow’s core guide to more effective relationships and fundraising.
6) "Don’t Make Me Think" by Steve Krug. This book steers Web designers (and other communicators) to understand their audiences' points of view and user experiences — then to design websites to that experience, making it as easy as possible for users to do what your organization wants them to do. Online communicators Kira Marchenese and Eve Simon have both integrated Krug’s guidance in their websites and social-media work.
7) "Influence" by Robert Cialdini. "Influence" is a classic primer on the art of persuasion, says Katya Andresen, author of "Robin Hood Marketing." It’s one of the five books Andresen recommends as core guides to understanding people, which she calls the “first step to lasting social change.”
The one book every nonprofit marketer should read
8) "Robin Hood Marketing" by Katya Andresen. This book helped Zan McColloch-Lussier understand how his nonprofit could make the leap from doing a fine job at communicating, to effectively engaging its audiences and inspiring action for its mission.
9) "Strategic Marketing for Nonprofit Organizations" by Alan Andreasen and Philip Kotler. "Strategic Marketing" opened nonprofit blogger Joanne Fritz’s eyes to the critical role marketing has for nonprofits. “I learned that marketing did not equal ‘selling,’ but as Kotler explains, ‘Marketing and selling are almost opposites. Hard sell marketing is a contradiction … Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. It is the art of helping your customers become better off. The marketer’s watchwords are quality, service, and value,’” she writes.