Mission-based marketing : positioning your not-for-profit in an increasingly competitive world

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Title:

Personal Author:

Brinckerhoff, Peter C., 1952-

Edition:

3rd ed.

Publication Information:

Hoboken, N.J. : John Wiley & Sons, c2010

Physical Description:

xiii, 242 p. : ill. : 24 cm.

ISBN:

9780470602188

Subject Term:

Nonprofit organizations -- Marketing

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000010255240	HF5415 B667 2010	Open Access Book	Book	Searching... Unknown

Summary

A direct, practical guide revealing how you can lead your not-for-profit to success through mission-based marketing

Now in a Third Edition, Mission-Based Marketing is a direct, practical guide showing how you can lead your not-for-profit to success in a more competitive world. This book provides the knowledge and skills you need to build a market-driven organization that holds onto its core values, does a better job of providing mission, and successfully competes for funding, clients, referral sources, staff, and board members.

Includes new material on nonprofit websites, social networking and new methods of communication, advances in technology, customer service in today's world, and the effects of marketing on fundraising Goes beyond the hows and whys to include lots of hands-on advice and real-world examples Other titles by Brinckerhoff: Mission-Based Management: Leading Your Not-for-Profit In the 21st Century , Faith-Based Management: Leading Organizations That Are Based on More than Just Mission , and Social Entrepreneurship: The Art of Mission-Based Venture Development

Filled with new material, this book appraises the trends that have dramatically affected the not-for-profit sector in the past several years, and explains how an organization can shape this shifting landscape to its ultimate benefit.

Author Notes

Peter Brinckerhoff, a nationally recognized expert who has trained thousands of people in hundreds of seminars on the best practices in nonprofit marketing, This hands-on guide goes beyond the hows and whys to include an abundance of practical advice and real-world examples you can apply directly to your own organization.

Acknowledgments	p. xi
About the Author	p. xiii
Chapter 1 Introduction	p. 1
Overview	p. 1
A Competitive and Always-Online World	p. 3
Who This Book Is Written For	p. 7
The Benefits of Reading This Book	p. 8
Preview of the Book	p. 9
Recap	p. 13
Chapter 2 Marketing: A Key to Better Mission	p. 15
Overview	p. 15
The Characteristics of a Mission-Based, Market-Driven Organization	p. 16
Meeting Customer Wants	p. 18
Treating Everyone Like a Customer	p. 22
What about Your Competition?	p. 23
A Team Effort	p. 27
Recap	p. 31
Discussion Questions	p. 32
Chapter 3 Being Mission Based and Market Driven	p. 33
Overview	p. 33
Which Is Right, the Markets or the Mission?	p. 34
Moving with the Markets and Maintaining Your Mission	p. 37
The Never-Ending Marketing Cycle	p. 41
The Results of Becoming Market Driven	p. 42
Motivating Board and Staff	p. 44
Holding On to Your Core Values	p. 49
Recap	p. 53
Discussion Questions	p. 54
Chapter 4 Being Flexible and Innovating with the Market	p. 57
Overview	p. 57
The Need for Flexibility	p. 58
Retaining the Capacity for Flexibility	p. 62
Being a Change Leader	p. 68
The Pace of Change in a Competitive Environment	p. 70
Recap	p. 74
Discussion Questions	p. 75
Chapter 5 The Marketing Cycle for a Nonprofit	p. 77
Overview	p. 77
The Marketing Cycle That Works	p. 78
The Marketing Disability of Most Nonprofits	p. 92
The Marketing Cycle and Your Competitors	p. 94
Recap	p. 97
Discussion Questions	p. 98
Chapter 6 Who Are Your Markets?	p. 99
Overview	p. 99
Market Identification and Quantification	p. 100
Market Segmenting	p. 108
Focusing on Target Markets	p. 111
Treating All Your Markets Like Customers	p. 112
Recap	p. 116
Discussion Questions	p. 116
Chapter 7 Who Are Your Competitors?	p. 119
Overview	p. 119
Identifying Your Competition	p. 120
Studying the Competition	p. 129
Focusing on Your Core Competencies	p. 137
Recap	p. 139
Discussion Questions	p. 139
Chapter 8 Asking Your Markets What They Want	p. 141
Overview	p. 141
Surveys	p. 142
Focus Groups	p. 150
Informal Asking	p. 153
Asking (and Listening) Online	p. 155
Asking Mistakes	p. 157
After Asking	p. 159
Recap	p. 160
Discussion Questions	p. 162
Chapter 9 Better Marketing Materials	p. 163
Overview	p. 163
The Problems with Most Nonprofits' Marketing Materials	p. 164
Solving Customers' Problems	p. 169
Things to Include in Your Marketing Materials	p. 171
Things to Avoid in Your Marketing Materials	p. 174
Developing Different Materials for Different Markets	p. 176
Recap	p. 177
Discussion Questions	p. 179
Chapter 10 Technology and Marketing	p. 181
Overview	p. 181
Tech Is an Accelerator of Good Marketing	p. 182
(Your Web Site Is) Your First Chance to Make a Good Impression	p. 184
Asking and Listening	p. 188
Beware the Digital Divide	p. 191
Social Networking/Social Media	p. 193
What's Next?	p. 194
Recap	p. 194
Discussion Questions	p. 195
Chapter 11 Incredible Customer Service	p. 197
Overview	p. 197
Three Customer Service Rules	p. 199
The Customer Is Not Always Right, but the Customer Is Always the Customer, so Fix the Problem	p. 200
Customers Never Have Problems; They Always Have Crises, so Fix the Problem Now	p. 200
Never Settle for Good Customer Service-Seek Total Customer Satisfaction	p. 205
The Unhappy Customer	p. 209
Regular Customer Contact	p. 211
Turning Customers into Referral Sources	p. 213
Recap	p. 215
Discussion Questions	p. 215
Chapter 12 A Marketing Planning Process	p. 217
Overview	p. 217
Developing Your Marketing Team	p. 218
An Asking Schedule	p. 221
Targeting Your Marketing Effort	p. 224
A Marketing Plan Outline	p. 226
Marketing Planning Software	p. 232
Recap	p. 232
Discussion Questions	p. 233
Final Words	p. 235
Index	p. 237

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Summary

Summary

Author Notes

Table of Contents