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Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations de Walter Wymer

Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations

Autor Walter Wymer, Patricia A. Knowles, Roger Gomes
en Limba Engleză Hardback – 25 apr 2006
Perhaps now more than ever, effective marketing is crucial in successfully managing a nongovernmental organization. A nonprofit organization that is effectively using marketing strategies is better positioned to present a consistent and memorable image of its cause to policy makers, funding organizations, individual contributors, and society at large. A successfully marketed charity is able to distinguish itself from other organizations in the continually growing nonprofit sector. It is able to share its cause and importance to the public, demonstrating its value, while communicating its unique purpose and mission.Nonprofit Marketing explains marketing management concepts and applications in nonprofit, charitable and nongovernmental organizations in an easy-to-follow style. Marketing concepts are clearly presented, then supported with real-world examples.It offers examples from around the world and is applicable to all international nongovernmental and nonprofit organizations.
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Specificații

ISBN-13: 9781412909235
ISBN-10: 1412909236
Pagini: 384
Dimensiuni: 187 x 232 x 26 mm
Greutate: 0.8 kg
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States

Cuprins

Part I -- Marketing Management
Chapter 1 -- Introduction to Nonprofit Marketing
Dimensions of Nonprofit Marketing
Importance of Nonprofit Sector
Types of Nonprofit Organizations
Challenges Faced by the Nonprofit Sector
Adoption of Marketing Approach
Current Issues
Book's Organization - Barry O'Mahoney and Michael Polonsky
Chapter 2 -- Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Segmentation
Mission – Defining a Focus and Scope
Strategic Objectives to Achieve the Organization’s Mission
Differentiation
Positioning
Unique Value Proposition
Branding
Segmentation
Chapter 3 -- Research in Nonprofit Organizations
Publics of Nonprofits
Orientations of Nonprofits
Why Nonprofits Must Do Research
Where Research Fits Into a Nonprofit’s MIS
The Research Process
Chapter 4 -- Strategic Market Analysis and Planning for Public and Nonprofit Organizations
Defining Strategic Marketing, Planning, and Management
The Importance of Marketing Analysis and Planning
The Interrelatedness of Marketing Topics
The Basic Strategic Market Analysis Process
Potential Areas of Change That May Affect Strategic Planning
Three Planning Situations
Why is Strategic Planning Based in Marketing Theory?
Organizational Culture, Values and Approach to Management Impacts Planning
When Market-Based Strategic Planning Is Most Important
Chapter 5 -- Offers in Nonprofit Organizations: Product and Place
Offers in Nonprofit Organizations
The Nonprofit Marketing Mix
Identifying the Offer in Nonprofit Organizations
The Five Levels of an Offer
Offer Classification
Managing Nonprofit Offers
Nonprofit Offer Development
Managing Nonprofit Distribution
Chapter 6 -- Offers in Nonprofit Organizations: Promotion and Price
Promotion –Marketing Communication
Promotion Objectives
The Promotional Mix
Prices in Nonprofit Organizations
Nonmonetary Prices of Nonprofit Offers
Part II -- MARKETING TO DONORS AND VOLUNTEERS
Chapter 7 -- Direct Marketing Tactics
Importance of Direct Marketing
Types of Direct Marketing
Characteristics of Direct Marketing
Developing a Direct Marketing Program
Ethical Issues
Managerial Issues
Online Fundraising
Chapter 8 -- Strategic Approaches to Attracting Major Gifts
Major Gifts from Individual Donors
A Nonprofit’s Largest Donors
Seeing Through the Eyes of the Potential Donor
The “Potential Major-Gift Information File”
Traditional Tactics for Major-Gift Fund-Raising
The Individual Major-Gift Donor Profile
Tasks Related to Effective Nonprofit Major-Gift Development
The “Close” - Asking for the Major Gift
Alternative Major-Gift Formats for Prospect Consideration
Chapter 9 -- Special Events in the Nonprofit Sector
Special Events: Definition, Rationale, Planning and Design
Scope of Events in the Nonprofit Sector
Objectives of Special Events
Strategic Issues in Producing Special Events
Managing Special Events
Marketing and Promoting Special Events
Evaluating Special Events
Chapter 10 -- Marketing to Volunteers
Importance of Volunteers
Classifying Volunteers
Understanding Volunteer Motivations
Marketing to Potential Volunteers
Virtual Volunteering
Part III -- SPECIAL TOPICS
Chapter 11 -- Social Marketing
Introduction
Changing Public Behavior
Social Marketing Plan
Issues Marketing: Changing Public Policy
Involvement of the Business Sector
Chapter 12 -- Cause-Related Marketing and Other Collaborations with the Business Sector
Importance of Collaborating with the Business Sector
Cost and Benefits
Different Types of Relationships with Businesses
Setting Objectives
Finding a Corporate partner
Managing the Relationship
Model of Consumer Responses to Campaign
Index

Notă biografică

Walter Wymer is an Associate Professor of Marketing in the School of Business at Christopher Newport University. Walter earned his D.B.A. from Indiana University in 1996, taught one year at Jacksonville University, and joined the faculty of CNU in 1997. His area of research expertise is nonprofit marketing. He has published peer reviewed articles and given presentations on volunteer marketing, cause-related marketing, direct marketing, social marketing, and fund raising. Walter is a former president of the Atlantic Marketing Association. He is editor of the Journal of Nonprofit & Public Sector Marketing and North American editor of the International Journal of Nonprofit & Voluntary Sector Marketing.

Descriere

Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations is a conceptually strong text that gives students marketing strategies for nonprofit, charitable, and nongovernmental organizations, while providing them with a broad treatment of marketing basics. Written in an easy-to-follow style, marketing concepts are clearly presented and supported with real-world examples.