Mission-Based Marketing: Positioning Your Not-For-Profit in an Increasingly Competitive World

ISBN-13: 9780470602188 / Angielski / Twarda / 2010 / 256 str.

Peter C. Brinckerhoff

Opis

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.

Spis treści

Acknowledgments.

About the Author.

1 Introduction.

Overview.

A Competitive And Always Online World.

The Benefits Of Reading This Book.

Preview Of The Book.

Recap.

2 Marketing: A Key to Better Mission.

Overview.

The Characteristics Of A Mission–Based, Market–Driven Organization.

Meeting Customer Wants.

Treating Everyone Like A Customer.

What About Your Competition?

A Team Effort.

Recap.

Discussion Questions for Chapter 2.

3 Being Mission–Based and Market–Driven.

Overview.

Which Is Right, The Markets Or The Mission?

Moving With The Markets, Maintaining Your Mission.

The Never–Ending Marketing Cycle.

The Results Of Becoming Market–Driven.

Motivating Board And Staff.

Holding On To Your Core Values.

Recap.

Discussion Questions for Chapter 3.

4 Being Flexible and Innovating with the Market.

Overview.

The Need For Flexibility.

Retaining The Capacity For Flexibility.

Being A Change Leader.

The Pace Of Change In A Competitive Environment.

Recap.

Discussion Questions for Chapter 4.

5 The Marketing Cycle for a nonprofit.

Overview.

The Marketing Cycle That Works.

The Marketing Disability Of Most Nonprofits.

The Marketing Cycle And Your Competitors.

Recap.

Discussion Questions for Chapter 5.

6 Who Are Your Markets?

Overview.

Market Identification And Quantification.

Market Segmenting.

Focusing On Target Markets.

Treating All Your Markets Like Customers.

Recap.

Discussion Questions for Chapter 6.

7 Who Are Your Competitors?

Overview.

Identifying Your Competition.

Studying The Competition.

Focusing On Your Core Competencies.

Recap.

Discussion Questions for Chapter 7.

8 Asking Your Markets What They Want.

Overview.

Surveys.

Focus Groups.

Informal Asking.

Asking (And Listening) Online.

Active Asking.

Asking Mistakes.

After Asking.

Recap.

Discussion Questions for Chapter 8.

9 Better Marketing Materials.

Overview.

The Problems With Most Nonprofits’ Marketing Materials.

Solving Customers′ Problems.

Things To Include In Your Marketing Materials.

Things To Avoid In Your Marketing Materials.

Developing Different Materials For Different Markets.

Recap.

Discussion Questions for Chapter 9.

10 Technology and Marketing.

Overview.

Tech Is An Accelerator Of Good Marketing.

Your (Web Site Is) Your First Chance To Make A Good Impression.

Asking And Listening.

Beware The Digital Divide.

Social Networking/Social Media.

What′s Next?

Recap.

Discussion Questions for Chapter 10

11 Incredible Customer Service.

Overview.

Three Customer Service Rules.

The Customer Is Not Always Right, But The Customer Is Always The Customer, So Fix The Problem.

Customers Never Have Problems; They Always Have Crises, So Fix The Problem Now.

Never Settle For Good Customer Service—Seek Total .Customer Satisfaction.

The Unhappy Customer.

Regular Customer Contact.

Turning Customers Into Referral Sources.

Recap.

Discussion Questions for Chapter 11.

12 A Marketing Planning Process.

Overview.

Developing Your Marketing Team.

An Asking Schedule.

Targeting Your Marketing Effort.

A Marketing Plan Outline.

Marketing Planning Software.

Recap.

Discussion Questions for Chapter 12.

Final Words.

Index.

O autorze

PETER C. BRINCKERHOFF is an internationally renowned trainer, author, and consultant to nonprofit organizations. He brings years of experience in the field to his work, as he is a former board member of local, state, and national not–for–profits, and has worked on the staff and as execu– tive director of two regional not–for–profits. Since founding his consulting firm, Corporate Alternatives, in 1982, Mr. Brinckerhoff has helped thousands of organizations become more mission–capable. He is the author of eight books on nonprofit management, including three that have won the Terry McAdam Book Award for Best Nonprofit Book of the Year. Mr. Brinckerhoff′s titles include the workbook associated with this book, Mission–Based Marketing Workbook, Second Edition, as well as Mission–Based Management, Third Edition; Mission–Based Management Workbook, Second Edition; Social Entrepreneurship; and Faith–Based Management, all published by Wiley.

Blurb

Discover the secret to becoming mission based and market driven.

Now in a Third Edition, Mission–Based Marketing offers remarkable insight into the marketing needs, functions, and output of nonprofit organizations. Filled with specific recommendations based on institutional missions, this invaluable guide serves as a reference to highly effective marketing for nonprofit professionals.

Written by 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.

In this Third Edition of Mission–Based Marketing, Brinckerhoff appraises the marketing trends that have dramatically affected the nonprofit sector in the past several years, and reveals how your organization can shape this shifting landscape to its ultimate benefit.