"While there are many books, digital libraries, workshops, and presentations on individual aspects of communications for social impact, few resources succinctly cover the broad spectrum of communications needs for this field. To determine the content of the Toolkit, we conducted national qualitative ... and quantitative surveys with small, medium, and large organizations, leaving us with a snapshot of what communicators need today and how those needs have changed over time. The result is a book whose content is directed by the people it was intended to serve. This book is developed as a guide to help you find the best approaches, messages, and vehicles for reaching all of your key audiences. It is not meant to be a textbook or a definitive source on any one topic, but rather an overview of what you, as a social impact leader, need to know to navigate your way through the myriad of communications approaches—from branding your organization and developing your communications plan, to choosing the right tactics and measuring your results. First published in 2002 and now in its 4th edition, this book has undergone a major revision to reflect the latest strategies, trends, and opportunities, both in the field of communications and in the field of social impact more broadly. We’ve borrowed ideas from other fields, incorporating best practices from both small business and the corporate world. We know from experience that a balance of tried-and-true and fresh approaches can help organizations achieve even greater results." (Introduction, pages ix-x) more