Introducing: The Internet Advocacy Book for Non-Profit Organizations and Cause Marketing Firms

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The Internet Advocacy Book is for non-profit organizations and cause-marketers that use the internet to advocate for their cause. The entire contents of the book have been published, and are freely available, at The Internet Advocacy Book demonstrates how to win the battle for "share-of-influence" on the internet.

The Internet Advocacy Book is for non-profit organizations and cause-marketers that use the internet to advocate for their cause. Starting today, the entire contents of the book have been published, and are freely available, at

The Internet Advocacy Book demonstrates how to win the battle for "share-of-influence" on the internet.

Topics covered include: internet keyword research, internet copywriting, inbound link campaigns, search engine optimization, internet advertising, internet press releases, advocacy blogging, internet outreach, email alerts, and affiliate programs.

Case studies of internet advocacy leaders are also provided, featuring: March of Dimes, PETA, Pew Center on Global Climate Change,, and Big Cat Rescue.

While "techies" may benefit from The Internet Advocacy Book, the intended audience is non-profit executives and cause marketers who wish to sway the opinion of a national audience to their point-of-view.

Rather than a "how to" format, The Internet Advocacy Book is written as a "how better to" guide, with laser focus on the best uses of internet-advocacy time. Readers are greeted with candid advice and insightful recommendations, without the bias or self-interest of rah-rah sales reps.

That approach is evident throughout the book. For each internet advocacy technique, coverage of advantages and disadvantages includes at least as many cons as pros. Self-assessment scorecards are provided to help readers identify areas of current strength as well as weakness.

The book's recommendations are concise and specific; so readers may find that they can accomplish many of their internet advocacy goals with in-house staff and volunteers.

The Table of Contents follows:

Chapter 1 Highlights: Keyphrase Research

  • Overview
  • First, Profile Your Audience
  • Target Keyphrases, Not Keywords
  • Select Your Keyphrases
  • Step 1: Brainstorm Keyphrases
  • Step 2: Add Keyphrases from Your Website's Log File
  • Step 3: Find Related Keyphrases
  • Step 4: Hijack Your Opponents' Keyphrases
  • Step 5: Leverage Online Keyphrase Tools
  • Step 6: Prune and Prioritize Your Keyphrases
  • Useful Tools

Chapter 2 Highlights: Internet Copywriting

  • Select a Primary Keyphrase for Each Webpage
  • Select Secondary Keyphrases
  • Identify Keyphrase Variations
  • Aim for Keyphrase Density of 3% - 7%
  • Structure Page Content Into Related Blocks of Text, with Relevant Headings
  • Insert Keyphrases Early in the Page Title and the Headline
  • Stuff, But Don't Clump
  • Replace Generic Words with Keyphrases
  • Use Keyphrase-Rich Hyperlink Text
  • Avoid Over Doing It

Chapter 3 Highlights: Inbound Link Campaigns

  • Earn Link Love by Offering LinkWorthy Linkbait
  • Linkbait: Humor, Conflict, and Controversy
  • Linkbait: Tools and Freebies
  • Linkbait: Case Studies and Research Findings
  • Linkbait: Interactive Games, Screensavers, and Ring Tones
  • Linkbait: Lists
  • Linkbait: Celebrity Photos and Interviews
  • Linkbait: Critical Reviews
  • Linkbait: Scholarships, Grants and Awards
  • Target the "Linkerati"
  • Request "Keyphrase-Rich" Text Links
  • Seek Inbound Links from Webpages with High Relevance and High PageRank
  • Request Links from Websites that Link to Your Major Allies and Opponents
  • Use a Contact Management System for Link Requests
  • Personalize Link Requests
  • Seek Inclusion in Editorially-Reviewed Internet Directories
  • Insert Inbound Links Into Educational Material Published at Web Guides
  • Recommend Your Website to Reviewers
  • Post, Tag, and Bookmark at Social Media Websites
  • Earn Links from Government (.gov) and Academic (.edu) Websites
  • Experiment with Paying Bloggers for Reviews... Selectively
  • Insert a Link in Your Response at Yahoo Answers
  • Insert Keyphrase-Rich Text Links into Job and Volunteer Postings
  • Insert Keyphrase-Rich Text Links into Press Releases
  • Insert Keyphrase-Rich Text Links into Syndicated Articles
  • Get Full Credit for All of the Webpages that Link to You
  • Add a "Link to Us" Button on Every Page of Your Website
  • Bestow a "Seal of Approval"
  • Avoid Reciprocal Links and Link Exchanges
  • Avoid Buying Text Links
  • Track Your Link Campaign Progress

Chapter 4 Highlights: Search Engine Optimization

  • Offer 100 Pages that Feature One Narrow Topic Per Page
  • Translate Topics Into Keyphrases that Attract At Least Moderate Search Activity
  • Lead Your "Title Tags" with Primary Keyphrases
  • Treat Description Meta Tags as Keyphrase-Rich Ads
  • Use the Keywords Meta Tag for Emphasis
  • Use Keyphrase-Rich Heading Tags
  • Copywrite for Search Engines
  • Insert Keyphrases into Alt Text, Image Names, and Image Captions
  • Use Your Primary Keyphrase in a Link to a Highly-Ranked Authority
  • Enhance Hyperlinks with Keyphrase-Rich Title Attributes ("Tool Tips")
  • Insert Keywords into URL Addresses
  • Do Not Use Frames
  • Don't Hide Your Content in Dynamically Generated Webpages
  • Don't Hide Your Keyphrases in Images or Flash
  • Offer Search-Engine Friendly Navigation Menus
  • Create an XML Site Map for Google, Yahoo, and MSN
  • Use a Robots.txt File to Focus Crawlers on Your Most Important Content
  • Use 301 Redirects as More than a "Forwarding Address"

Chapter 5 Highlights: Internet Advertising

  • Preview

Chapter 6 Highlights: Internet Press Releases

  • Be Newsworthy
  • In the Absence of Hard News, Create "Angles"
  • Earn Attention in Less than Eight Seconds
  • Write Like a Reporter
  • "Insert" Keyphrases
  • Hyperlink to a "Call-to-Action" Landing Page
  • Include Links to Visuals
  • Leverage Your Online Press Room
  • Earn Press Room Spidering by the Google Newsbot
  • Distribute Your Press Releases via Newswires
  • Distribute Your Press Releases Directly to Journalists
  • Pitch to Influential Bloggers... Carefully
  • Distribute Your Press Releases via Multiple Channels

Chapter 7 Highlights: Advocacy Blogging

  • Survey "The Conversation"... Then Assign a Blogger
  • Optimize for Search Engines
  • Select a Blog Content Style
  • Claim Your Blog on
  • Apply Technorati Tags to Your Posts
  • Ping the Blog Search Engines
  • Post Blog Content Regularly and Frequently
  • Categorize and Archive "Evergreen" Blog Posts
  • Create Blog "LinkBait"
  • Encourage Blog Readers to Subscribe
  • React to Ally and Opponent Bloggers
  • Embrace Feedback
  • Set Milestones and Track Your Progress

Chapter 8 Highlights: Internet Outreach

  • Use YouTube to Promote Your Cause
  • Use MySpace to Promote Your Cause
  • Use Facebook to Promote Your Cause
  • Use Flickr to Promote Your Cause
  • Use to Promote Your Cause
  • Use Digg to Promote Your Cause
  • Use Care2 to Promote Your Cause
  • Use Wikipedia to Promote Your Cause

Chapter 9 Highlights: Email Alerts

  • Build Your Email List via Opt-In Registrations but Not Necessarily Double Opt-In Registrations
  • Build Your Email List via Co-Registration
  • Build Your Email List via Sponsored Mailings but Not Email List Rental
  • Build Your Email List via Exit Pop-Ups
  • Offer a Related Incentive
  • Highlight the Topic and Offer in Email Subject Lines
  • Highlight Key Points in Headings, Bold Text, and Call-Outs
  • Boost Email Response Rates by Appealing to the Basic Human Motivators
  • Boost Response Rates with Personalization and Dynamic Message Assembly
  • Boost Response Rates with Testimonials
  • Concept Photography: Boost Response Rates with Photographs that Convey Benefits
  • Test "Creative" and "Offers" Prior to Roll-Out
  • Test Using a Minimally-Sufficient Sample Size
  • Test New Email Concepts vs. Your "Control"
  • Customize Offers for Each Segment of Your Email List
  • Measure Email Success Based on Conversions, Not Just Click-Thrus
  • Test Every Time
  • Mail a Sequence of Emails to New Subscribers from 0 to 60 Days After Registration
  • Don't Assume that a Very Low Unsubscribe Rate is "Good"
  • Offer Both HTML and Text Email Formats
  • Test HTML Appearance and Function with Seed Accounts at Popular Email Domains
  • Monitor Inbox Delivery
  • Manage Email Bounces Proactively
  • Stay Off Email Blacklists
  • Apply for Whitelisting and Sender Authentication
  • Leverage Third-Party Email Software and Services
  • Comply with Email Spam Laws (Even If It's Not Required)
  • Incorporate Wiggle Room Into Your "Privacy Policy"

Chapter 10 Highlights: Affiliate Programs

  • Define a Meaningful and Measurable Objective
  • Calculate Your Maximum "Cost Per Action" (CPA)
  • Check Comparables Before Committing to Start-Up Costs
  • Assign an On-Staff Affiliate Manager
  • Select an Affiliate Network
  • Recruit Publishers
  • Motivate Your Publishers
  • Provide Banner Ads to Your Publishers
  • Offer Free Content to Your Publishers
  • Monitor Your Publishers
  • Optimize Your "Landing Page" for Conversion
  • Use Verified, Backed-Up Referral and Conversion Tracking

Chapter 11 Highlights: Case Studies

  • Big Cat Rescue
  • Pew Center
  • March of Dimes
  • PETA

About Issue Marketing: Issue Marketing serves nonprofit organizations and cause marketers who leverage the internet to advocate for their cause. Issue Marketing is proud to host the online edition of The Internet Advocacy Book at our website, made freely-available to all.


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Michael Organ
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