Kinzey authors book on promoting nonprofit organizations

  • Posted: Sunday, April 28, 2013 12:24 a.m.
submitted photo
Ruth Kinzey presents a copy of her book for the College of Charleston library to Dr. Bethany Goodier, associate professor and chair of the college's communications department.
submitted photo Ruth Kinzey presents a copy of her book for the College of Charleston library to Dr. Bethany Goodier, associate professor and chair of the college's communications department.

SALISBURY — Volunteer for a nonprofit that you love but wish more people knew about it? Work for a not-for-profit and would like pointers on developing your strategic communication plan?

Affiliated with a group faced with a crisis and need communication guidance? Preparing for a career at a charity and want to be a more effective communicator?


If you answered “yes” to any of these questions, you might want to pick up a copy of “Promoting Nonprofit Organizations: A Reputation Management Approach.”

Authored by Ruth Kinzey, a reputation strategist with 35 years of experience, she has packaged her practical knowledge and extensive research into an easy-to-read book to help communicators proactively promote and market their nonprofit through good times and to strategically manage through crises.

Kinzey’s emphasis on strategic reputation management is apparent throughout the book’s chapters, which address strategic planning, cause marketing, social media strategy, crisis communication and creating engagement with donors, volunteers and employees. She also introduces what she terms the emerging trend of sustainable nonprofit citizenship.

By coupling her expertise and research with insights from other professionals, Kinzey created a book that can help the novice or the experienced professional with strategically managing an organization’s reputation.

Templates, checklists and worksheets can assist readers in applying key concepts. An extensive bibliography and glossary are included.

“This book was designed with small to mid-sized nonprofits in mind,” said Kinzey. “Consequently, the guidance and tips can be used by a volunteer chair, the human resource department, or the executive director as well as the person assigned to the communication and marketing functions.”

The book is available through publisher Taylor & Francis Group of Routledge.

Kinzey has worked in both the corporate and consulting arenas. President of The Kinzey Company, she develops comprehensive communication strategies for clients, conducts workshops and is a professional speaker. She writes columns for The American City Business Journals and her Sustainable Citizenship blog can be found on the U.S. Chamber’s Business Civic Leadership Center website. She is also the author of “Using Public Relations Strategies to Promote Your Nonprofit Organization.”

Kinzey has taught communications courses at the University of North Carolina–Charlotte. Next spring, she will be teaching strategic reputation management for Rutgers University in its online communication master’s degree program.

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