This best-selling text focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.
SECTION I Developing a Customer Orientation Chapter 1: The Growth and Development of Nonprofit Marketing SECTION II Strategic Planning and Organization Chapter 2: Developing a Customer-Centered Mindset Chapter 3: Strategic Marketing Planning Chapter 4: Understanding Consumer Behavior Chapter 5: Acquiring and Using Marketing Information Chapter 6: Segmentation, Positioning, and Branding CHAPTER 7: Branding SECTION III Designing the Marketing Mix Chapter 8: Managing the Organization's Offerings Chapter 9: Developing and Launching New Offerings Chapter 10: Managing Perceived Costs Chapter 11: Facilitating Marketing Behaviors Chapter 12: Formulating Communications Strategies Chapter 13: Managing Communications: Advertising and Personal Persuasion Chapter 14: Managing Public Media and Public Advocacy SECTION IV Developing and Organizing Resources Chapter 15: Generating Funds Chapter 16: Attracting Human Resources: Staff, Volunteers, and Boards Chapter 17: Working with the Private Sector Section V Organizing and Controlling Marketing Strategies Chapter 18: Organizing for Implementation Chapter 19: Marketing Evaluation, Monitoring, and Control
• Pressure To Adopt Business Models — Nonprofit and government agencies are being pressured to adopt business models and frameworks to guide their operations • Growing Appreciation for Business Concepts — The social sector is increasingly populated at the top and middle-management levels by individuals with business backgrounds and appreciation for what business concepts and tools can do for their new environments • The seventh edition emphasizes the challenges of nonprofit marketing and having to influence multiple audiences for long-term success. • Nonprofits are recognizing that branding is critical at the organizational level and have even made efforts to determine the value of their organizational branding. This concept is critical for specific campaigns as in the truth campaign of the American Legacy Foundation and more non-profits are seeking ways to replicate their success. Chapter 7 focuses on the challenges of implementing a branding focus and how it is carried out.