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

by McLeish, Barry J.

• ISBN13: 9780470529812
• ISBN10: 0470529814
• eBook ISBN(s): 9780470925539
• Edition: 2nd
• Format: Hardcover
• Copyright: 2010-11-30
• Publisher: Wiley

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

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