Marketing for nonprofit organizations : insights and innovations

Cover
Marketing for Nonprofit Organizations
Copyright
Contents
List of Figures
List of Tables
1. Nonprofit Marketing
	Marketing Everywhere
	What Is Marketing?
	Nonprofit Marketing
	Nonprofit Organizations’ Perceptions of Marketing
	A New Era of Need
	Your Roadmap to the Rest of the Book
	Impact Terms
	Review Questions
2. The Heart of the Organization: The Nonprofit Brand
	What Is a Brand?
	Importance of Branding for Nonprofits
	Marketing Strong Nonprofit Brands
	The Brand Audit
	What Are You Looking For?
	The Power of Stories
	Impact Terms
	Review Questions
3. Strategic Marketing Planning for Nonprofit Organizations
	The Case for Strategic Planning
	The Strategic Planning Process
	Building Alignment
	Securing Partnerships for Strategic Planning
	Impact Terms
	Review Questions
4. Understanding and Engaging with Your Stakeholders
	Target Audiences
	Segmentation
	Factors for Segmentation
	The Targeting Process
	Creating Personas
	Positioning Strategies
	How Volunteers Make Decisions
	Impact Terms
	Review Questions
5. Gaining Insight: Marketing Research for Competitive Advantage
	What Is Marketing Research?
	The Marketing Research Process
	The Importance of Being a Learning Organization
	Using Social Media to Develop a Listening System
	Impact Terms
	Review Questions
6. Products, Services, and Delivery: The Importance of Innovation
	Products and Services: Discovering the Value Proposition
	The Product Life Cycle
	Where Do Ideas Come From? Developing New Idea Sources
	Criteria for Evaluating New Ventures
	Evaluating Existing Programs and Services
	Partnerships and Alliances
	The Importance of Innovation for Nonprofit Organizations
	Impact Terms
	Review Questions
7. Marketing Communication for Nonprofit Organizations
	Promotion and the Changing Nature of Communication
	Ways to Organize Media: Paid Media, Earned Media, and Owned Media
	How to Plan: Issues That Affect Promotion Choice
	Developing the Message Strategy
	Impact Terms
	Review Questions
8. Marketing Communication Measurement and Evaluation
	Relationships Matter
	The Importance of a Good Evaluation System
	Measuring Paid Media
	Measuring Earned Media
	Measuring Owned Media
	Marketing Issues to Measure
	Crisis Communications
	Impact Terms
	Review Questions
Appendices
	Appendix A: Marketing Plan Outline
	Appendix B: Marketing Communications Plan Outline
About the Author
Index