Concise Encyclopedia of Church And Religious Organization Marketing

by Stevens; Robert E

• ISBN13: 9780789018786
• ISBN10: 0789018780
• Format: Nonspecific Binding
• Copyright: 2006-01-18
• Publisher: Routledge

Summary

Discover the marketing basics to draw new members--and more funds--to your church! Though more and more religious organizations increasingly attempt to use marketing techniques to improve response, little literature exists to explain crucial concepts, terms, and strategies. The Concise Encyclopedia of Church and Religious Organization Marketing fills this gap by providing novice marketers with basic theories and terms in easy-to-understand language. This A-to-Z reference presents the essential concepts and techniques, such as benefits to constituents, target markets, market research, and advertising, all with plain and concise explanations to apply to your situation, all aimed to effectively increase the numbers and resources of your faith-based organization. As people become increasingly inundated with advertising and given more choices, the need for a religious organization to cut through this informational clutter to present its own positive features to the right audience becomes vital. From social cause marketing to measuring attitudes of respondents and constituent analysis, the Concise Encyclopedia of Church and Religious Organization Marketing details the tools needed to measure and increase positive response to allow your organization to effectively compete in today's world. Numerous figures and tables clearly illustrate more complex concepts and terms to make comprehension fast and easy. An appendix has been included that provides a complete review of the early and contemporary literature applicable to marketing and religion as well as the origins of religious organizational marketing. The Concise Encyclopedia of Church and Religious Organization Marketing clarifies foundational marketing concepts and terms as they relate to church and religious organizations. Entries include: benefits brand equity cause-related marketing communication methods competition competitive advantage constituent analysis and behavior controlling marketing activities data collection and analysis demographics quantitative research directive marketing focus groups geodemographics marketing planning and research new program development performance evaluation and control publicity SWOT analysis--Strengths, Weaknesses, Opportunities, and Threats of an organization target audience and so much more! The Concise Encyclopedia of Church and Religious Organization Marketing is the perfect source for marketing beginners looking for the basic knowledge needed to market their church or organization, as well as being a quick bookshelf reference for more experienced religious marketers.

Table of Contents

Preface	xi
Acknowledgments	xiii
Access	1	(1)
Active Listening	2	(2)
Adoption Process	4	(1)
Advertising Message	5	(1)
Atmosphere	6	(2)
Attitude Measurement	8	(3)
Benefits of Marketing	11	(1)
Brand Equity	12	(1)
Budgets	13	(1)
Cause-Related Marketing	14	(3)
Communication Methods	17	(1)
Competition	18	(3)
Competitive Advantage	21	(3)
Constituent Analysis	24	(1)
Constituent Behavior	25	(1)
Constituent Service	26	(3)
Contribution Analysis	29	(1)
Contribution/Cost Controls	30	(2)
Contribution Sources	32	(2)
Controlling Marketing Activities	34	(2)
Costs to Target Audience	36	(2)
Data Collection	38	(1)
Data Collection and Analysis	39	(1)
Database or Donorbase Marketing	39	(4)
Demographics	43	(1)
Descriptive (Quantitative) Research	43	(3)
Direct Marketing	46	(1)
Environmental Scanning	47	(1)
Exchange	48	(5)
Exploratory (Qualitative) Research	53	(4)
Facility Design	57	(1)
Family Life Cycle	58	(1)
Focus Groups	59	(2)
Fund-Raising	61	(2)
Geodemographics	63	(2)
Giving Motivations	65	(1)
Grid Analysis	66	(1)
Implementation	67	(2)
Internal Marketing	69	(4)
Location Analysis	73	(2)
Market Segmentation	75	(1)
Marketing	76	(2)
Marketing Communications	78	(1)
Marketing Mix	79	(2)
Marketing Orientation	81	(1)
Marketing Plan	82	(2)
Marketing Planning	84	(1)
Marketing Research	84	(2)
Mass Communication Media	86	(1)
Measurement	87	(1)
Message Content	87	(2)
Ministries Portfolio	89	(1)
Mission-Based Product Mix	90	(1)
Moments of Truth	91	(3)
New Program Development	94	(3)
Niche Marketing	97	(2)
Objective Areas	99	(2)
Objectives	101	(2)
Organization and Program Life Cycles	103	(2)
Organization Structure	105	(1)
Performance Evaluation and Control	106	(2)
Personal Contact	108	(3)
Personal Contact Process	111	(2)
Positioning	113	(1)
Primary Data	114	(3)
Program Offerings	117	(1)
Program/Service Elements	118	(1)
Promotion Budget	119	(1)
Promotional Mix	120	(1)
Publicity	121	(2)
Questionnaire	123	(3)
Research Design	126	(2)
Research Methodology	128	(1)
Sampling	129	(1)
Scales	130	(3)
Secondary Data	133	(3)
Survey Research	136	(3)
SWOT Analysis	139	(2)
Target Audience	141	(2)
Appendix A. Marketing and Religion: A Review of the Two Literatures	143	(22)
Bruce Wrenn
Phylis Mansfeld
Appendix B. Writers/Researchers in Church and Religious Organization Marketing	165	(8)
Index	173