9780470529812

Successful Marketing Strategies for Nonprofit Organizations : Winning in the Age of the Elusive Donor

by
  • ISBN13:

    9780470529812

  • ISBN10:

    0470529814

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 2010-11-30
  • Publisher: Wiley

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Summary

From a leading expert on nonprofit marketing, the only marketing handbook a nonprofit manager will ever need-now fully revised and updatedIn Successful Marketing Strategies for Nonprofit Organizations, Second Edition, nonprofit marketing guru Barry J. McLeish shares everything he's learned during more than two decades managing and consulting nonprofits of every shape and size. Skipping all the arcane theory and the business school jargon, he gives you clear, step-by-step advice and guidance and all the tools you need to develop and implement a sophisticated marketing program tailored to your organization's needs and goals. New sections on the new media available to nonprofit marketers Techniques for analyzing your market and developing a comprehensive marketing plan Marketing strategies that will support fund-raising, promote new services, and enhance your organization's reputation and visibility Methods for developing a marketing program that reaches both the consumers of your service and the donors who support your organizationDo you need to breathe new life into your existing marketing department? Successful Marketing Strategies for Nonprofit Organizations, Second Edition gives you the tools, the know-how, and the confidence you need to succeed.

Author Biography

Barry Mcleish is International Vice President at McConkey-Johnston International, a fundraising and marketing management consulting firm specializing in nonprofit organizations and associations. Before joining McConkey-Johnston, McLeish was the director of development for a $22 million nonprofit organization and served as project director for the organization's $30 million capital campaign. He is a frequent and popular seminar leader, having spoken at numerous conventions in the United States and Canada on fundraising, marketing, and market planning for nonprofit and for-profit organizations, including large marketing seminars for Merrill Lynch and the National Association of Manufacturers. He is the author of Yours, Mine, and Ours: Creating a Compelling Donor Experience (Wiley).

Table of Contents

Preface
Acknowledgments
Introduction
A New Way of Doing Business for the Nonprofit Organization
The Need for a New Marketing Orientation
Dealing with Nonprofit Organizations in Flux
Marketing to the External World
"Marketing" Defined
Develop an Outline of Marketing Strategies
The Marketing Task
Marketing Tools
Use Distinctive Competencies to Assess the Competition
Summary
The Development of a Marketing Strategy
Why a Marketing Strategy?
First Steps in Defining Strategy
The Operating Environment's Effects on Marketing Strategy
First Steps to a Competitive Strategy
Breaking with Tradition to Remain Flexible
Summary
The Phased Strategic Marketing Plan
External Analysis Phase
Internal Analysis Phase
Market Development Phase
Strategy Selection Phase
Presentation of the Plan
Summary
The External Analysis
External Analysis: Client, Donor, Volunteer, and Competitor Research
The Importance of Continuous Listening and Analysis: The Need to Uncover
Opportunities and Threats
Goals of Listening and Analysis
Building a Rational and Addressing Objections to Stakeholder Listening and Research
Other Research and Listening Concerns Including Flexibility
Start with Clients, Volunteers, Constituents, Customers, and Donors
Segmentation as the Next Step
Enduring and Dynamic Segmentation Variables
Describing Clients, Donors, Volunteers, Customers, and Constituents
Additional Segmentation Strategies Following an External Audit
External Analysis of Competitors
Positioning to Understand "the Market"
Ways to Identify Competition
How Nonprofit Organizations Compete
Summary
Researching Your Nonprofit Organization's Environment
The Nature of a Nonprofit Organization's Environment
External Analysis, Competitors, and a Nonprofit's Environment
The Actual and Potential Size of the Competitive Environment
How Is the Environment Structured?
First, How Nonprofit Organizations Enter an Industry
Second, How Does the Nonprofit Organization Deliver Its Services?
Third, What Is the Potential for Growth?
Relating Product Life Cycles to Your Nonprofit's Growth Potential
Differentiating Your Nonprofit Based on External Analysis
Summary
Competition and Internal Marketing Analysis
Reasons for an Internal Examination
Measuring Past and Current Performance
Dealing with Strategic Problems and Uncertainty
Assessing the Organization's Strengths and Weaknesses
Looking for and Managing Long-Term Relationships
Cost and Performance Analysis Help Define Success
The Internal Audit Helps Define Organizational Strengths and Weaknesses
Summary
Value Propositions and Marketing Objectives
Developing Organizational Objectives
Using Objectives to Excel in Marketing
Marketing Performance Comes with Measuring Company Objectives
Staying Competitive
Creating Competitive Advantage
Strategy Options
Strategy of Hope
Investing in a Strategy While Not Counting the Cost
The Most Popular Strategic Orientations and the Implication to Your Organization
No Strategic Change
A Product and Cause Strategy
Matching the Market
Implications for Achieving Competitive Advantage
The Sustainable Competitive Advantage
What Comprises a Sustainable Competitive Advantage
Augmenting Success
Market Strategies
Winning through Competitive Strategy Options
The Nature of Strategy and Its Uses
Environmental Context and Strategic Options
Strategy Frameworks
Strategy Models
The Portfolio Framework
The Forces of Competition
Porter's Three Competitive Strategies
The Planning Process Framework
Summary
Creating a Competitive Image and Brand
Brand Formulation
Merging Brand and Strategy
Using the Brand Strategically
Reaching the Branded Goals of the Campaign
Summary
Epilogue
Notes
References
About the Author
Index
Table of Contents provided by Publisher. All Rights Reserved.

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