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9780789017031

Marketing Communications for Local Nonprofit Organizations: Targets and Tools

by ;
  • ISBN13:

    9780789017031

  • ISBN10:

    0789017032

  • Edition: 1st
  • Format: Nonspecific Binding
  • Copyright: 2002-04-09
  • 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

Introductionp. 1
The Targets: Beyond Clients
Toward a Customer-Orientation and a Differentiated Position in a Nonprofit Organization: Using the 5th P-Peoplep. 5
Social Entrepreneurship: Managerial, Finance and Marketing Aspectsp. 19
Nonprofit-Business Alliance Model: Formation and Outcomesp. 45
Conceptual Foundations and Practical Guidelines for Recruiting Volunteers to Serve in Local Nonprofit Organizations: Part Ip. 63
Conceptual Foundations and Practical Guidelines for Retaining Volunteers Who Serve in Local Nonprofit Organizations: Part IIp. 97
Integrated Marketing Communications for Local Nonprofit Organizations
Information Search: External Secondary Information for Strategic Marketing Planning in Nonprofit Organizationsp. 119
Integrated Marketing Communications for Local Nonprofit Organizations: Developing an Integrated Marketing Communications Strategyp. 141
Integrated Marketing Communications for Local Nonprofit Organizations: Communications Tools and Methodsp. 157
Expanding Your Communication Budget with Group Collaboration Technologyp. 169
Integrated Marketing Communications for Local Nonprofit Organizations: Messages in Nonprofit Communicationsp. 179
Fundraising Direct: A Communications Planning Guide for Charity Marketingp. 185
Promotional Products: Adding Tangibility to Your Nonprofit Promotionsp. 205
Strategic Internet and E-Commerce Applications for Local Nonprofit Organizationsp. 215
Indexp. 247
Table of Contents provided by Syndetics. All Rights Reserved.

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