From a leading expert on nonprofit marketing, the only marketing handbook a nonprofit manager will ever need-now fully revised and updated In Successful Marketing Strategies for Nonprofit Organizations, Second Edition, nonprofit marketing guru Barry J. McLeish shares everything he's learned during more than two decades managing and consulting nonprofits of every shape and size. Skipping all the arcane theory and the business school jargon, he gives you clear, step-by-step advice and guidance and all the tools you need to develop and implement a sophisticated marketing program tailored to your organization's needs and goals. New sections on the new media available to nonprofit marketers Techniques for analyzing your market and developing a comprehensive marketing plan Marketing strategies that will support fund-raising, promote new services, and enhance your organization's reputation and visibility Methods for developing a marketing program that reaches both the consumers of your service and the donors who support your organization Do you need to breathe new life into your existing marketing department? Successful Marketing Strategies for Nonprofit Organizations, Second Edition gives you the tools, the know-how, and the confidence you need to succeed.
PRAISE FOR Yours, Mine & Ours: Creating a Compelling Donor Experience «Using the principles penned in this book, Barry McLeish has helped our nonprofit grow its customer base 400% with plans to double it yet again approved by our board. The creation of a compelling donor experience has increased gifts 1,000%.» –Ron Ward Executive Director Camp Berea «Nonprofits face constant pressure from a public scrutinizing our every move, demanding more service for less cost. Into this perfect storm, Barry McLeish has cast a lifeline. He has given us the power to discern snake oil from salve and to craft custom strategies for our unique organizations. Those who survive the future shakeout and fragmentation of our industry will owe an eternal debt of gratitude to the likes of Barry McLeish and his tribe.» –Tony Lee Associate Director of Development Habitat for Humanity «Becoming more donor-centric is not a choice–it's a strategic imperative. This timely book from a seasoned and very savvy practitioner sounds an urgently needed wake-up alarm for nonprofits that have yet to align their work with the hearts and minds of their donors. If you're an executive or board member of a nonprofit, after reading this book don't even dream of hitting the snooze button. In today's environment, it could well be your organization's last nap.» –Larry F. Johnston, PhD President McConkey, Johnston International «Keeping up with the sea change in the business of philanthropy has become a full-time job for fundraisers and for managers of nonprofits. McLeish's book explores the expanded expectations of twenty-first-century donors and offers a road map to guide development professionals in building meaningful relationships that will insure years of engaged support. This book goes beyond conventional concepts of branding and marketing into the creation of authentic partnerships between donors and organizations.» –Linda G. Steckley Vice President for Development and Executive Education The Brookings Institution «The words of Albert Szent-Gyorgyi, the biochemist, summarize Barry's latest thoughts: 'Discovery consists of seeing what everybody has seen and thinking what nobody has thought.' The reader who captures Barry's insights and personally adapts and applies them will benefit greatly.» –Larry Fuhrer, Founder/President Presidential Services Ltd.
The lifecycles of nonprofit organizations have been identified and studied for decades. Whether in the idea stage, the terminal stage, or somewhere in the middle, each nonprofit organization exists to serve their respective communities. Lifecycles stages alone, however, do not fully explain the dynamics that impact and influence their existence. Capacity building is an emerging initiative gaining momentum and recognition among nonprofit community leaders for increasing nonprofit success. Nonprofit organizations can increase capacity building strategies to deliver meaningful and community-based programs and services to ensure their survival. This case study explores the organizational maturity and governing board strategies for the Texas Association of Partners in Education (TAPE) though the lens of capacity building strategies.
This timely collection of cutting-edge articles offers a complete overview of marketing in the nonprofit sector. Written by a leading team of international experts, it examines the issues faced by public and nonprofit organizations in marketing and raising funds, and provides a comprehensive review of the latest research.
Nonprofit organizations continue to grow in number and influence the implementation of public policies, vitality of civil society, and global economy. The little research or literature available on the use of performance measurement as a strategic tool in assessing nonprofit organizations' effectiveness in the accomplishment of their missions poses a general problem. Furthermore, no adequate performance measurement mechanisms exist for determining a nonprofit organizations' effectiveness in fulfilling its mission. Nonprofit leaders are in continuous quest for ways to explain, predict, and improve organizational effectiveness.
The global economic crisis highlights how marketing forecasts are, most of the times, inaccurate and how companies’ survival is safeguarded by a systematic knowledge of the market players’ behaviors. The main goal for organizations to be competitive in the market is to increase the forecast accuracy and reduce the gap between actual versus expected results. Appropriate data mining models are one of the best supporting approaches to make different marketing decisions for decision makers. Analyzing and understanding customers’ behavior in advance represents the fundamentals for the development of winning marketing strategies. This research shows the strategic magnitude of how predictive data mining modeling tools uncover the precious hidden knowledge stored in large databases, through a structured marketing performance forecasting process in today’s competitive landscape.
Factors affecting marketing in parastatatals is a book that highlights the factors affecting marketing in government parastatals in Kenya.It elaborates how certain aspects such as the channels of distribution,product quality and competition affect marketing.It also elaborates how organizations can increase revenue through creating adequate marketing strategies for their products and services. This book is beneficial to both public and private organizations who engage in the sale of goods and services to sustain the organization.They will acquire marketing skills which will boost business growth,increase profits and revenue.
Following the emergence of new technologies and the rise of the digital age, the media landscape has shifted and is now challenging media organizations to rethink their current media mix strategies targeting the young consumer. With the rapid and fast paced lifestyle mandated by the modern life, young consumers, between the ages of 18 to 35 years old, are increasingly balancing and juggling several tasks at once. Such multitasking behaviors are now pressuring organizations to venture in a multimedia approach in terms of their communication strategies. This research project attempts to support marketing, media and communication professionals to better understand the extent to which the concept of media multitasking is established in Lebanon and tries to advocate for a multimedia planning approach that will render a higher level of purchase intention for consumers in the region.
Do you or your volunteers fear rejection or feel like a beggar when fundraising? Do you worry about soliciting donors too often? Are you tired of the relentless cycle of fundraising activities necessary to generate revenues for your programs? Beyond Fundraising: New Strategies for Nonprofit Innovation and Investment, Second Edition dispels these concerns and helps you: Learn how to position your organization in the community as a constructive, vital, and successful social investment Develop an investor relationship with donors and engage their values-based commitment capacity to make a difference in their communities In this revised and updated Second Edition, fundraising expert Kay Sprinkel Grace presents her internationally field-tested core beliefs, principles, and strategies for developing long-term relationships with donor-investors and volunteers. Share in the wisdom and experience that have helped countless nonprofit organizations grow their base of support and go beyond fundraising into true donor and fund development.
Today, both facts and figures show that people need healthy eating more than ever before. Therefore; in today's business, the concept of health-oriented marketing strategies is considered a smart emerging idea for firms to achieve very high business performance through adopting such strategies to target the needs of the customers. This tentative critical and analytical study aims to examine the use of health-oriented marketing strategies in today's food retailing. In fact, it critically evaluates the efficiency of such strategies both in relation to successful business performance achievement and customer loyalty. Taking the UK's largest food retailer, Tesco, as a case study; analysis has been undertaken in the light of a variety of Consumer Buying Process Models and various Customer Buying Behaviour Models so that to better understand this concept.
This book is dedicated to the Social Media Marketing and Marketing Communication Strategies on Instagram. The work starts with exploring relevance of the topic and the role of Social Networks, Instagram in particular, in Marketing. This work also studies the views on Marketing Communication strategies in existing literature and aggregates an overview of guidelines on successful Marketing Communication on Instagram. Furthermore, this book investigates several cases of implementing Instagram into Marketing Communication Strategies of companies from fashion industry. Based on the case study analysis, a list of recommendations and guidelines for successful Marketing Communication campaigns is formulated. This book can be of interest for companies looking for ways to improve their Social Media Communications, researchers and students working on the topics of Social Media Marketing and Marketing Communications with the focus on Instagram, as well as everyone interested in the research topic and eager to expand their knowledge of Instagram Marketing Communications.
The future of this planet is bleak and there is a need to shift the Malaysian people’s mindset from awareness into action in order to save the environment. To do this, there is a dire need to harness the talents of Gen Y. Studies have shown that the Gen Y want to be directly involved in making an impact to a social or environmental cause. Despite the Gen Y’s inherent earnest to do something fulfilling, there is a challenge in recruiting talent to fill the vacancies in an environmental nonprofit organizations. This research study focusses on the environmental nonprofit organizations. The present recruitment challenge to the environmental nonprofit organizations is to compete with other organizations which are sophisticated and advanced for the same Gen Y talent. The present recruitment challenge to the environmental nonprofit organizations is to compete with other organizations which are sophisticated and advanced for the same Gen Y talent. The study will offer solutions that will help develop the recruitment strategies focusing on Gen Y talent, giving the nonprofits an edge against their competitors.
A comprehensive workbook covering all aspects of successful nonprofit development One of the most significant factors in the success of any marketing and fundraising program is the ability and willingness of the organization to take the time to develop an integrated development plan with realistic budgets, timelines, and areas of responsibility. The Nonprofit Development Companion examines all aspects of successful development and includes useable templates and examples that can be adapted for application within any nonprofit organization. Covers a specific element in each chapter, including mission, strategic planning, case for support, marketing/communications, use of volunteers, fundraising program, recordkeeping system, CEO, governing board, and development staffing Includes templates and samples to provide specific examples to use right away Offers a new approach to nonprofit fundraising and marketing Based on sound development principles, this book gives you the step-by-step guidance you need to build and run a successful development program.
As the nonprofit sector in the United States expands and the demand for competent management staff increases, educational institutions have responded by creating graduate programs in nonprofit management to train leaders of nonprofits (Hudson Institute, 2005). Due to the rapid growth of the nonprofits and the “need” to train existing and potential nonprofit managers, there are over one hundred universities offering graduate education which has created a market for nonprofit management education (Hudson Institute, 2005). The trend of higher education programs specially tailored for managers of nonprofit agencies includes thousands of students at over one hundred universities and colleges globally. The university based programs in nonprofit education and philanthropy have grown in response to this call of professionalism in nonprofit organizations.
Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design «continuous» marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.