Marketing Strategies for Nonprofit Organizations
Product Description
In these days of dwindling public funds and growing public needs, socially responsible not-for-profit organizations are more important than ever. While the staff and board members of such organizations are long on good will, they are often short on know-how about ways in which to achieve their goals. Marketing Strategies for Nonprofit Organizations is a practical, easy to read guide to marketing strategy for the nonprofit organization. Written for the student and the practitioner of nonprofit management, the book provides a concise overview of marketing that can help the reader develop and apply an understanding of marketing principles. Full of examples of nonprofit marketing at work, this book helps the small and large organization alike to apply a marketing orientation to all aspects of operation, and to set and achieve marketing goals. This lively book tells how many of the concepts and strategies used to sell products can be adapted for worthy causes.
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I read this book as part of an assignment for my graduate program and felt that it was by far the most valuable resource. It was straight forward and read fairly easy. The information I learned from this book helped me to solve some problems and gave me great ideas and additional resources to use.
Chapter 1: Nonprofit Marketing: An Overview
what is marketing? What is “nonprofit” marketing (NPM)?
Wants vs Needs
Attitudes towards nonprofit marketing
The 4 Ps in NPM
…and more
Chapter 2: Developing a Strategy: Strategic Planning and the Marketing Function
-Strategic planning (long, short range planning)
-Who is a nonprofit planner?
-ingredients of the planning process
…and more
Chapter 3: Knowing Your Customer
Chapter 4: Environmental and Internal Analyses in marketing
chapter 5: Knowing Your Market: Marketing Research in the Nonprofit
chapter 6: Products and Services: the Market Driven Organization
Chapter 7: Marketing Planning and Programs
Chapter 8: Marketing communications
Again, it is a well-thought out book with solutions to common problems and clear explanations. This book is intended for any person, experienced or not, in the area marketing. I used it for a paper on the role of marketing in adult education programs.
Rating: 5 / 5