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Nonprofit Marketing
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Nonprofit Marketing
Marketing Management for Charitable and Nongovernmental Organizations



April 2006 | 384 pages | SAGE Publications, Inc
Perhaps now more than ever, effective marketing is crucial in successfully managing a nongovernmental organization. A nonprofit organization that is effectively using marketing strategies is better positioned to present a consistent and memorable image of its cause to policy makers, funding organizations, individual contributors, and society at large. A successfully marketed charity is able to distinguish itself from other organizations in the continually growing nonprofit sector. It is able to share its cause and importance to the public, demonstrating its value, while communicating its unique purpose and mission.

Nonprofit Marketing explains marketing management concepts and applications in nonprofit, charitable and nongovernmental organizations in an easy-to-follow style. Marketing concepts are clearly presented, then supported with real-world examples.It offers examples from around the world and is applicable to all international nongovernmental and nonprofit organizations.

 
Part I -- Marketing Management
 
Chapter 1 -- Introduction to Nonprofit Marketing
Dimensions of Nonprofit Marketing

 
Importance of Nonprofit Sector

 
Types of Nonprofit Organizations

 
Challenges Faced by the Nonprofit Sector

 
Adoption of Marketing Approach

 
Current Issues

 
Book's Organization - Barry O'Mahoney and Michael Polonsky

 
 
Chapter 2 -- Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Segmentation
Mission – Defining a Focus and Scope

 
Strategic Objectives to Achieve the Organization’s Mission

 
Differentiation

 
Positioning

 
Unique Value Proposition

 
Branding

 
Segmentation

 
 
Chapter 3 -- Research in Nonprofit Organizations
Publics of Nonprofits

 
Orientations of Nonprofits

 
Why Nonprofits Must Do Research

 
Where Research Fits Into a Nonprofit’s MIS

 
The Research Process

 
 
Chapter 4 -- Strategic Market Analysis and Planning for Public and Nonprofit Organizations
Defining Strategic Marketing, Planning, and Management

 
The Importance of Marketing Analysis and Planning

 
The Interrelatedness of Marketing Topics

 
The Basic Strategic Market Analysis Process

 
Potential Areas of Change That May Affect Strategic Planning

 
Three Planning Situations

 
Why is Strategic Planning Based in Marketing Theory?

 
Organizational Culture, Values and Approach to Management Impacts Planning

 
When Market-Based Strategic Planning Is Most Important

 
 
Chapter 5 -- Offers in Nonprofit Organizations: Product and Place
Offers in Nonprofit Organizations

 
The Nonprofit Marketing Mix

 
Identifying the Offer in Nonprofit Organizations

 
The Five Levels of an Offer

 
Offer Classification

 
Managing Nonprofit Offers

 
Nonprofit Offer Development

 
Managing Nonprofit Distribution

 
 
Chapter 6 -- Offers in Nonprofit Organizations: Promotion and Price
Promotion –Marketing Communication

 
Promotion Objectives

 
The Promotional Mix

 
Prices in Nonprofit Organizations

 
Nonmonetary Prices of Nonprofit Offers

 
 
Part II -- MARKETING TO DONORS AND VOLUNTEERS
Chapter 7 -- Direct Marketing Tactics

 
Importance of Direct Marketing

 
Types of Direct Marketing

 
Characteristics of Direct Marketing

 
Developing a Direct Marketing Program

 
Ethical Issues

 
Managerial Issues

 
Online Fundraising

 
 
Chapter 8 -- Strategic Approaches to Attracting Major Gifts
Major Gifts from Individual Donors

 
A Nonprofit’s Largest Donors

 
Seeing Through the Eyes of the Potential Donor

 
The “Potential Major-Gift Information File”

 
Traditional Tactics for Major-Gift Fund-Raising

 
The Individual Major-Gift Donor Profile

 
Tasks Related to Effective Nonprofit Major-Gift Development

 
The “Close” - Asking for the Major Gift

 
Alternative Major-Gift Formats for Prospect Consideration

 
 
Chapter 9 -- Special Events in the Nonprofit Sector
Special Events: Definition, Rationale, Planning and Design

 
Scope of Events in the Nonprofit Sector

 
Objectives of Special Events

 
Strategic Issues in Producing Special Events

 
Managing Special Events

 
Marketing and Promoting Special Events

 
Evaluating Special Events

 
 
Chapter 10 -- Marketing to Volunteers
Importance of Volunteers

 
Classifying Volunteers

 
Understanding Volunteer Motivations

 
Marketing to Potential Volunteers

 
Virtual Volunteering

 
 
Part III -- SPECIAL TOPICS
 
Chapter 11 -- Social Marketing
Introduction

 
Changing Public Behavior

 
Social Marketing Plan

 
Issues Marketing: Changing Public Policy

 
Involvement of the Business Sector

 
 
Chapter 12 -- Cause-Related Marketing and Other Collaborations with the Business Sector
Importance of Collaborating with the Business Sector

 
Cost and Benefits

 
Different Types of Relationships with Businesses

 
Setting Objectives

 
Finding a Corporate partner

 
Managing the Relationship

 
Model of Consumer Responses to Campaign

 
 
Index

It fits the coverage I need for the course while not being so detailed as to seem enclyclopedic to students.

Dr Ralph W. Jackson
Management Marketing Dept, University of Tulsa
July 8, 2011

I have been using Andreasen Strategic Marketing for Nonprofit Orgs. My colleague at Northeastern uses the Wymer text. I am not impressed. I find Andreasen laid out in a more accessible format. Tables and exhibits seem more useful, readily adoptable, in real nonprofit situations. Both textbooks are in need of an update or new accompanying DVD addressing social media. The Gomes/Knowles CV/M Matrix is a promising tool for assessing program efficacy. With more application examples, can become a free-standing chapter.

Mr Steven Smith
College of Professional Studies, Northeastern University
June 25, 2011

Sample Materials & Chapters

Table of Contents

Chapter 1

Chapter 3

Chapter 5


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Hardcover
ISBN: 9781412909235
£130.00

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