Nonprofit Marketing - Hardcover

From a leader in nonprofit marketing, a hands-on guide to the best practices in doing marketing for your organization. In today's challenging economic climate, every nonprofit organization needs an organization-wide commitment to a comprehensive marketing strategy that increases awareness and support. Nonprofit Marketing Best Practices teaches proven marketing techniques that can help your nonprofit stand out among the growing number of organization competing for funding, programs, and volunteers. Introducing services marketing as the foundation for nonprofit marketing planning, this essential handbook addresses vital issues including: How to market intangibles Defining services and service products The unique characteristics of service products The marketing-related needs and wants of nonprofits Best practices marketing strategies and tactics Marketing successes, marketing failures, and company demographics Nonprofit leader John Burnett shares everything he's learned during more than three decades managing and consulting nonprofits of every shape and size. Steering clear of business school jargon, Nonprofit Marketing Best Practices provides the advice and tools you need to understand the challenging environment of nonprofit marketing and the most effective ways to achieve maximum marketing success for your organization. Filled with winning marketing concepts, Nonprofit Marketing Best Practices follows an accessible format that actually instructs readers on how to put strategies into effect for their organization. Written for every nonprofit organization, large or small, this must-have book equips you with the best practices in nonprofit marketing-what to do, what not to do, and how to do it better.

What does it take to successfully market your nonprofit organization? How can you court donors, get the word out to those who need your services most, and expand your nonprofits' influence? Rich with practicality, Nonprofit Marketing Best Practices shows you all the best practices and solid marketing principles you need to satisfy customer needs, grow your organization by marketing its vision, and sustain the success of your organization.

Nonprofit marketing expert John Burnett draws on his wide experience to demonstrate how services marketing-which represents 65% of our gross domestic product-functions as the foundation for nonprofit marketing planning. Stressing the importance of the adjustment necessary when marketing intangible products rather than tangibles, he asserts that nonprofit marketing must be approached differently than traditional marketing and provides primary data collected from a cross-section of practicing nonprofit marketing managers to highlight this point.

Making the case for a radical change in the way nonprofits"do" marketing, this hands-on guide walks you through the various marketing elements that work together to create strategy. These assorted marketing areas and their competitive strengths and weaknesses are defined and explained with a focus on how to best "mix" marketing tools in a tactical, integrated plan. Beginning with an overview of the nonprofit sector and the challenges it faces, Nonprofit Marketing Best Practices then discusses the marketing planning process and the preliminary tasks of developing a plan and concludes with the specific tactics available to you as marketing planner. This thorough coverage ensures you a complete plan to creating, executing, and evaluating a marketing program for your nonprofit that is effective and efficient from start to finish.

Brimming with exercises and applications to help you implement the concepts discussed, this user-friendly workbook uniquely introduces nonprofit marketing professionals to a proven set of principles and practices for creating marketing strategies and tactics that are more efficient, competitive, and successful. If you are charged with breathing new life into your nonprofit's existing marketing plan, nonprofit Marketing Best Practices will give you the tools, know-how, and confidence you need to succeed.