Successful Marketing Strategies for Nonprofit Organizations: Winning in the Age of the Elusive Donor (Google eBook)

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John Wiley & Sons, Oct 12, 2010 - Business & Economics - 272 pages
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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.

  

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Contents

The Development of
29
Contents
47
The External Analysis
61
Researching Your Nonprofit
93
Competition and Internal
119
Value Propositions and Marketing
147
Creating Competitive
167
Winning through Competitive
187
Creating a Competitive Image
207
Epilogue
229
Notes
237
References
243
Copyright

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About the author (2010)

Barry Mcleish is International Vice President at McConkey-Johnston International, a fundraising and marketing management consulting firm specializing in nonprofit organizations and associations. Before joining McConkey-Johnston, McLeish was the director of development for a $22 million nonprofit organization and served as project director for the organization's $30 million capital campaign. He is a frequent and popular seminar leader, having spoken at numerous conventions in the United States and Canada on fundraising, marketing, and market planning for nonprofit and for-profit organizations, including large marketing seminars for Merrill Lynch and the National Association of Manufacturers. He is the author of Yours, Mine, and Ours: Creating a Compelling Donor Experience (Wiley).

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