Short description
The most helpful blend of theory and nuts-and-bolts practice I've seen. - William E. Cameron, director, Philadelphia YMCA Management Resource CenterBrings together in one volume the best concepts and methods to attract and satisfy customers, communicate an organization's message distinctly and effectively, and solve membership and program enrollment and retention problems.
Long description
The most helpful blend of theory and nuts-and-bolts practice I've seen. - William E. Cameron, director, Philadelphia YMCA Management Resource CenterBrings together in one volume the best concepts and methods to attract and satisfy customers, communicate an organization's message distinctly and effectively, and solve membership and program enrollment and retention problems. Focusing on how to get more customers, consumers, and volunteers, Herron shows how to evaluate the effectiveness of promotion efforts, and weighs the comparative advantages of various advertising and promotion media. A 15-point checklist for developing marketing strategy spells out the essential steps for finer marketing performance.
Review
Marketing Nonprofit Programs and Services is practical, tested, and proven. It provides pragmatic applications and is the next best thing to having Doug Herron join your staff. You will immediately benefit from reading this book. (Joseph M. Geiger, executive director, Pennsylvania Association of Nonprofit Organizations)
The most helpful blend of theory and nuts-and-bolts practice I've seen. The discussion of target marketing alone is worth the price of the book. (William E. Cameron, director, Philadelphia YMCA Management Resource Center)
Table of contents
- MARKETING AND NONPROFIT ORGANIZATIONS
- The Role and Benefits of Marketing in Nonprofit Organizations
- What Are You Selling?
- What Are They Buying
- CONDUCTING COST EFFECTIVE MARKET RESEARCH
- Who is Your Customer?
- The Values and Techniques of Market Research
- Target Marketing to Reach Your Best Customers
- How Many Customers Do You Have?
- Improving Your Market Share and Analyzing Your Competition
- Strengthening Your Marketing Practices with Internal Audits
- SUCCESSFUL MARKETING STRATEGIES
- Promotion, Publicity and PR
- Effective Ways to Get More Customers, Members, and Donors
- Making Advertising Work for Your Nonprofit
- Media Selection
- Choosing the Right Mix
- Packaging Programs and Services for Your Market
- Strategies for Recruiting the Volunteers You Want Most
- Your Marketing Strategy
- Fifteen Steps for Putting It All Together