Nonprofit Marketing Best Practices Hardcover - 2007 - 1st Edition

From the jacket flap

What does it take to successfully market your nonprofit organization? How can you court donors, get the word out to those who need your services most, and expand your nonprofits' influence? Rich with practicality, Nonprofit Marketing Best Practices shows you all the best practices and solid marketing principles you need to satisfy customer needs, grow your organization by marketing its vision, and sustain the success of your organization.

Nonprofit marketing expert John Burnett draws on his wide experience to demonstrate how services marketing-which represents 65% of our gross domestic product-functions as the foundation for nonprofit marketing planning. Stressing the importance of the adjustment necessary when marketing intangible products rather than tangibles, he asserts that nonprofit marketing must be approached differently than traditional marketing and provides primary data collected from a cross-section of practicing nonprofit marketing managers to highlight this point.

Making the case for a radical change in the way nonprofitsdo marketing, this hands-on guide walks you through the various marketing elements that work together to create strategy. These assorted marketing areas and their competitive strengths and weaknesses are defined and explained with a focus on how to best mix marketing tools in a tactical, integrated plan. Beginning with an overview of the nonprofit sector and the challenges it faces, Nonprofit Marketing Best Practices then discusses the marketing planning process and the preliminary tasks of developing a plan and concludes with the specific tactics available to you as marketing planner. This thorough coverage ensures you a complete plan to creating, executing, and evaluating a marketing program for your nonprofit that is effective and efficient from start to finish.

Brimming with exercises and applications to help you implement the concepts discussed, this user-friendly workbook uniquely introduces nonprofit marketing professionals to a proven set of principles and practices for creating marketing strategies and tactics that are more efficient, competitive, and successful. If you are charged with breathing new life into your nonprofit's existing marketing plan, nonprofit Marketing Best Practices will give you the tools, know-how, and confidence you need to succeed.