In an increasingly competitive environment, knowing the wants of various (often competing) markets and being responsive to those wants is critical. With the increase in competition for government funding, private funding, volunteers, and even in getting their message out to the people they serve, non-for-profits must adopt specific strategies to succeed in achieving their goals. They need to adapt to this market-driven economy something their for-profit counterparts are used to but which nonprofits have little experience with and develop the capabilities and skills needed to survive while still holding onto their core values.
Book Details:
- Author: Peter C. Brinckerhoff
- ISBN: 9780470306673
- Year Published: 2003
- Pages: 272
- BISAC: BUS074000, BUSINESS & ECONOMICS/Nonprofit Organizations & Charities
About the Book and Topic:
In an increasingly competitive environment, knowing the wants of various (often competing) markets and being responsive to those wants is critical. With the increase in competition for government funding, private funding, volunteers, and even in getting their message out to the people they serve, non-for-profits must adopt specific strategies to succeed in achieving their goals. They need to adapt to this market-driven economy something their for-profit counterparts are used to but which nonprofits have little experience with and develop the capabilities and skills needed to survive while still holding onto their core values.
This book is a direct, practical guide that outlines how an organization can use marketing to distinguish themselves with funders, those they serve, and the public. What does marketing mean to nonprofit managers and how does it fit into their organizational structures? This book provides an understanding of such key concepts as why marketing is so crucial to nonprofits; what a marketing cycle is and how an organization exists and future services and customers fit into it; methods to help an organization treat everyone like a customer; knowledge of the best ways to develop and conduct surveys and focus groups; an understanding of how and why to write a marketing plan; and a list of ways to provide excellent customer service within the nonprofit context. Particular emphasis is placed on the use of technology to market better.
* Discusses the best ways to develop and conduct surveys and focus groups, how and why to write a marketing plan, and a list of ways to provide excellent customer service within the nonprofit context. * Highlights general options, concepts, methods, and procedures to guide non-profits through the process of developing an effective marketing strategy. * Includes discussion questions at the end of each chapter, an initial self-assessment, to-do lists, and plenty of real-world examples and anecdotes.
About the Author
PETERC.BRINCKERHOFF is President of Corporate Alternatives, Inc. (CAi), one of the most innovative consulting and training firms in North America. Since 1982, Peter has consulted with thousands of not-for-profit staff and board members, and has been a featured speaker at meetings throughout the United States. Peter is the author of two award-winning books, Mission-Based Management and Financial Empowerment, both from Wiley. Peter’s books are used as the core texts in over seventy graduate and undergraduate university programs in nonprofit management. Peter’s articles have been published in Advancing Philanthropy, NonProfit World, Strategic Governance, the Journal of Nonprofit and Voluntary Sector Marketing, Communications, and the Grantsmanship Center News. Peter received his bachelor’s degree from the University of Pennsylvania and his master’s degree in public health administration from Tulane. He is a former VISTA Volunteer and has served as a staff member, executive director, board member, and volunteer for numerous local, state, and national not-for-profits. Peter lives in Springfield, Illinois, with his wife Chris and their three children, Ben, Adam, and Caitlin.