Successful Marketing Strategies for Nonprofit Organizations: Winning in the Age of the Elusive Donor

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John Wiley & Sons, Oct 12, 2010 - Business & Economics - 256 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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CHAPTER1ANewWayof Doing Business for the Nonprofit Organization
The Development ofa MarketingStrategy Why a Marketing Strategy?
CHAPTER 5Researching YourNonprofit Organizations Environment
Competition and Internal Marketing Analysis
CHAPTER 7Value Propositions andMarketing Objectives
CHAPTER 8 Creating Competitive Advantage
CHAPTER 9 Winning through Competitive Strategy Options The NatureofStrategy and Its Uses
Creating a CompetitiveImage andBrand

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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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