Marketing Communications for Local Nonprofit Organizations: Targets and Tools, 1st Edition (Paperback) book cover

Marketing Communications for Local Nonprofit Organizations

Targets and Tools, 1st Edition

By Teri Kline Henley, Walter W Wymer, Jr, Donald Self

Routledge

276 pages

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pub: 2002-04-09
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Description

Help your nonprofit organization keep up with the competition!

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 guidebook is divided into two easy-to-use sections: “Targets” details how to develop employees and volunteers, form alliances with for-profit organizations, and develop social entrepreneurship programs; “Tools” explains how to make maximum use of communications and media (advertising, direct marketing, public relations), fundraising, and Internet and e-commerce potential.

Marketing Communications for Local Nonprofit Organizations: Targets and Tools also provides expert guidance on:

  • multimedia marketing, including Web conferencing
  • event planning and promotion
  • branding and positioning promotional products
  • tax, legal, cultural, and financial issues
  • and much more!

    Marketing Communications for Local Nonprofit Organizations: Targets and Tools is an essential handbook for nonprofit organizations as they struggle against reduced government funding and a rapidly changing environment. Educators and students will also find the book invaluable as a how-to marketing guide based on effective methods and proven strategies.

Table of Contents

  • Introduction
  • The Targets: Beyond Clients
  • Toward a Customer-Orientation and a Differentiated Position in a Nonprofit Organization: Using the 5th P—People
  • Social Entrepreneurship: Managerial, Finance and Marketing Aspects
  • Nonprofit-Business Alliance Model: Formation and Outcomes
  • Conceptual Foundations and Practical Guidelines for Recruiting Volunteers to Serve in Local Nonprofit Organizations: Part I
  • Conceptual Foundations and Practical Guidelines for Retaining Volunteers Who Serve in Local Nonprofit Organizations: Part II
  • Integrated Marketing Communications for Local Nonprofit Organizations
  • Information Search: External Secondary Information for Strategic Marketing Planning in Nonprofit Organizations
  • Integrated Marketing Communications for Local Nonprofit Organizations: Developing an Integrated Marketing Communications Strategy
  • Integrated Marketing Communications for Local Nonprofit Organizations: Communications Tools and Methods
  • Expanding Your Communication Budget with Group Collaborative Technology
  • Integrated Marketing Communications for Local Nonprofit Organizations: Messages in Nonprofit Communications
  • Fundraising Direct: A Communications Planning Guide for Charity Marketing
  • Promotional Products: Adding Tangibility to Your Promotions
  • Strategic Internet and E-Commerce Applications for Local Nonprofit Organizations
  • Index
  • Reference Notes Included

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
LAN000000
LANGUAGE ARTS & DISCIPLINES / General
LAN004000
LANGUAGE ARTS & DISCIPLINES / Communication Studies