Nonprofit Marketing Best Practices

by Burnett, John J.

• ISBN13: 9780471791898
• ISBN10: 047179189X
• Edition: 1st
• Format: Hardcover
• Copyright: 2007-03-23
• Publisher: Wiley

Summary

"What does it take to successfully market your nonprofit organization? How can you court donors, get the word out to those who need your services most, and expand your nonprofit's influence? Rich with practicality, Nonprofit Marketing Best Practices shows you all the best practices and solid marketing principles you need to satisfy customer needs, grow your organization by marketing its vision, and sustain the success of your organization."--BOOK JACKET.

Author Biography

John J. Burnett (Denver, CO) is a Professor of Marketing and Director of the DU Marketing Roundtable at the Daniels College of Business at the University of Denver. During his 37-year career as a university professor, and tenure at six universities, he has worked with such nonprofit organizations as The Boys Club of America, The American Red Cross, Lubbock General Hospital, the National Parks Service, the Denver Zoo, and Easter Seals. Burnett has authored/co-authored 16 books, including the number one textbook in advertising. He is one of a handful of authors who have conducted primary research on the disabled consumer.  The impetus for this book is the one-half-day workshop he developed 15 years ago and has presented numerous times to nonprofit marketers, entitled Marketing for Nonprofits: A Strategic Approach.

Table of Contents

Acknowledgments

About the Author

Preface

Nonprofits: Yesterday, Today, and Tomorrow

Introduction

The Purposes of Nonprofit Organizations

Classifying Nonprofits

The Size and Shape of Nonprofits

Factors and Trends Affecting Nonprofits

Marketing's Benefits to Nonprofits

Problems in Applying Marketing

Guidelines for Marketing Success in Nonprofits

Organization of this Book 18

The Essence of Marketing: Terms and Processes Nonprofits Need to Know

Introduction

Marketing: Definition and Justification

Characteristics of a Marketing Organization

Strategic Components of Marketing

Keys to Marketing Success

Approaching the Market

Introduction

Defining the Market

Types of Markets

Approaching the Market

Target Market Selection

Product Differentiation

Positioning

Marketing Research: The Foundation for Planning

Donor + Internet + Recognition + Confirmation = Trust

Introduction

The Nature and Importance of Marketing Research

What Needs Researching in Marketing? Procedures and Techniques in Marketing Research

Conducting the Research

Processing the Data

The Value of Marketing Research

Marketing Research for Next to Nothing

Summary Case

External Considerations in Marketing Introduction

Introduction

External Factors That Affect Planning

Transitioning to Services Marketing

Introduction

Defining Services and Service Products

Characteristics of Service Products

Classifying Services

Building Relationships

The Importance of People

Expectations

Marketing Mix for Services

Understanding Service Quality

Special Challenges of Service

Decision Making by Target Markets and Stakeholders

Introduction

Buyer Behavior as Problem Solving

Decision Making by Nonprofit Stakeholders

Decision Making in a Service Context

Creating and Managing Products

Introduction

Defining the Product

Product Planning and Strategy Formulation

Strategies for Developing New Products

Creating the Experience for Nonprofit Products

Products Viewed as Servicescapes

Communicating to Mass Markets

Introduction

The Role of IMC

The Meaning of Marketing Communication

The Objectives of Marketing Communication

How We Communicate

Designing an IMC Strategy

Understanding Advertising

Sales Promotion and Public Relations

Personal Selling and the Marketing Communication Mix

The IMC Mix

Conclusions

Pricing The Product

Introduction

Price Defined: Three Different Perspectives

Pricing Objectives

Developing a Pricing Strategy

New Product Pricing

Pricing Lines

Price Flexibility

Price Bundling

Psychological Aspects of Pricing

Alternative Approaches to Determining Price

Pricing in Nonprofits

The Channels of Distribution

Introduction

The Evolution of the Marketing Channel

Functions of the Channel

Channel Institutions: Capabilities and Limitations

Channel Structure

The Channel Management Process

Expanding Through Distribution

Channel Decisions for Nonprofits

Conclusions

Raising Funds and Acquiring Volunteers

Introduction

Sources of Revenue and Related Trends

Understanding Why People Donate

Are You Ready to Raise Money? Steps in Fundraising

The Case Statement

Recruiting and Managing Volunteers

Suggested Readings

Index

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