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