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9780789017024

Marketing Communications for Local Nonprofit Organizations: Targets and Tools

by Henley; Teri Kline
  • ISBN13:

    9780789017024

  • ISBN10:

    0789017024

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2002-04-17
  • Publisher: Routledge

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Summary

As the competition for funding among nonprofit organizations becomes more intense, so does the need to develop survival strategies that focus limited resources in the most effective ways. Marketing Communications for Local Nonprofit Organizations: Targets and Tools presents proven methods for effectively reaching the target markets essential to your organization's future. This practical handbook provides expert guidance on how to successfully combine "targets" (employees, volunteers, relationships with the for-profit community) with "tools" (communications and media, fundraising) for maximum effect.

Table of Contents

Introduction 1(4)
THE TARGETS: BEYOND CLIENTS
Toward a Customer-Orientation and a Differentiated Position in a Nonprofit Organization: Using the 5th P--People
5(14)
Vaughan C. Judd
Social Entrepreneurship: Managerial, Finance and Marketing Aspects
19(26)
John T. Zietlow
Nonprofit-Business Alliance Model: Formation and Outcomes
45(18)
Sridhar Samu
Walter W. Wymer, Jr.
Conceptual Foundations and Practical Guidelines for Recruiting Volunteers to Serve in Local Nonprofit Organizations: Part I
63(34)
Walter W. Wymer, Jr.
Becky J. Starnes
Conceptual Foundations and Practical Guidelines for Retaining Volunteers Who Serve in Local Nonprofit Organizations: Part II
97(22)
Becky J. Starnes
Walter W. Wymer, Jr.
INTEGRATED MARKETING COMMUNICATIONS FOR LOCAL NONPROFIT ORGANIZATIONS
Information Search: External Secondary Information for Strategic Marketing Planning in Nonprofit Organizations
119(22)
Vaughan C. Judd
Betty J. Tims
Integrated Marketing Communications for Local Nonprofit Organizations: Developing an Integrated Marketing Communications Strategy
141(16)
Teri Kline Henley
Integrated Marketing Communications for Local Nonprofit Organizations: Communications Tools and Methods
157(12)
Teri Kline Henley
Expanding Your Communication Budget with Group Collaboration Technology
169(10)
Donald R. Self
William C. Grayson
Integrated Marketing Communications for Local Nonprofit Organizations: Messages in Nonprofit Communications
179(6)
Teri Kline Henley
Fundraising Direct: A Communications Planning Guide for Charity Marketing
185(20)
Adrian Sargeant
Michael Ewing
Promotional Products: Adding Tangibility to Your Nonprofit Promotions
205(10)
Donald R. Self
Strategic Internet and E-Commerce Applications for Local Nonprofit Organizations
215(32)
Roger Gomes
Patricia A. Knowles
Index 247

Supplemental Materials

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