Nonprofit marketing: marketing management for charitable and nongovernmental organizations
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Thousand [u.a.]
Sage
2006
|
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 370 S. Ill. |
| ISBN: | 1412909236 |
Internformat
MARC
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| 264 | 1 | |a Thousand [u.a.] |b Sage |c 2006 | |
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Datensatz im Suchindex
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Contents
Acknowledgments ix
PART I. Marketing Management I
1. Introduction to Nonprofit Marketing 3
Opening Vignette: Ty Hafan 4
Dimensions of Nonprofit Marketing 5
Importance of Nonprofit Sector 7
Types of Nonprofit Organizations 8
Challenges Faced by the Nonprofit Sector 9
Adoption of Marketing Approach 14
Current Issues in Nonprofit Marketing 15
Organization of This Book 16
2. Setting the Path of the Nonprofit Organization:
Mission Focus, Strategic Objectives, Differentiation,
Positioning, Unique Value Proposition, Branding, Segmentation 24
Opening Vignette: The Atlanta Homeless Project 25
Mission—Defining a Focus and Scope 27
Strategic Objectives to Achieve the Organization s Mission 31
Differentiation 32
Positioning 33
The Unique Value Proposition 39
Branding 39
Segmentation 45
3. Research in Nonprofit Organizations 59
Opening Vignette: Marketing
Research in the Lupus Advocacy Foundation 60
Publics of Nonprofits 61
Orientations of Nonprofits 62
Why Nonprofits Must Do Research 65
Why Nonprofits Should Have a Marketing
Information System (MIS) 66
Where Research Fits Into a Nonprofit s MIS 66
The Research Process 68
4. Strategic Marketing Analysis and Planning 86
Opening Vignette: Bringing Strategic Planning Into a Church 87
Defining Strategic Marketing and Planning 88
The Importance of Marketing Analysis and Planning 88
The Interrelatedness of Marketing Topics 89
The Strategic Market Analysis Process 90
Potential Areas of Change That May Affect Strategic Planning 107
Three Planning Situations 108
Why Is Strategic Planning Based in Marketing Theory? 109
Organizational Culture, Values,
and Approach to Management Affect Planning 110
When Market-Based Strategic Planning Is Most Important 112
5. Offers in Nonprofit Organizations: Product and Place 121
Opening Vignette: Offers in Nonprofit Organizations 122
The Nonprofit Marketing Mix 122
Identifying the Offer in Nonprofit Organizations 123
The Five Levels of an Offer 124
Offer Classification 127
Managing Nonprofit Offers 130
Nonprofit Offer Development 133
Managing Nonprofit Distribution 136
6. Offers in Nonprofit Organizations: Promotion and Price 149
Opening Vignette: Megan Dusenberry,
Executive Director, XYZ MidWest Charities 150
Promotion: Marketing Communication 152
Promotion Objectives 153
The Promotional Mix 156
Prices in Nonprofit Organizations 167
Monetary Prices 168
Pricing Objectives 171
Setting Prices 174
Nonmonetary Prices of Nonprofit Offers 177
PART II. Marketing to Donors and Volunteers 191
7. Direct Marketing Tactics 193
Opening Vignette: Alliance of Confessing Evangelicals, Inc. 194
Importance of Direct Marketing 195
Characteristics of Direct Marketing 196
Types of Direct Marketing 19 7
Developing a Direct Marketing Program 201
Online Fund-Raising 209
8. Strategic Approaches to Attracting Major Gifts 218
Opening Vignette: First-to-College 219
Major Gifts From Individual Donors 220
A Nonprofit s Largest Donors 221
Seeing Through the Eyes of the Potential Donor 223
The Potential Major Gift Information File 225
Traditional Tactics for Major Gift Fund-Raising 226
The Individual Major Gift Donor Profile 227
Tasks Related to Effective Nonprofit Major Gift Fund-Raising 228
The Close—Asking for the Major Gift 235
Alternative Major Gift Formats for Prospect Consideration 236
9. Special Events in the Nonprofit Sector 246
Barry O Mahony
Michael Polonsky
Opening Vignette: The Great Victorian Bike Ride 247
Special Events: Definition, Rationale, Planning, and Design 247
Scope of Events in the Nonprofit Sector 252
Objectives of Special Events 254
Strategic Issues in Producing Special Events 258
Managing Special Events 268
Marketing and Promoting Special Events 269
Evaluating Special Events 273
10. Marketing to Volunteers 279
Opening Vignette: Girl Scouts 279
Importance of Volunteers 280
Classifying Volunteers 281
Understanding Volunteer Motivations 283
Marketing to Potential Volunteers 288
Virtual Volunteering 292
PART III. Special Topics 305
I I. Social Marketing 307
Opening Vignette: The Mass Media and Health Practices Program 307
Changing Public Behavior 308
The Social Marketing Plan 312
Issues Marketing: Changing Public Policy 316
Involvement of the Business Sector 318
12. Cause-Related Marketing and Other
Collaborations With the Business Sector 325
Opening Vignette: Share Our Strength 326
Importance of Collaborating With the Business Sector 326
Costs and Benefits 327
Different Types of Relationships With Businesses 330
Setting Objectives 338
Finding a Corporate Partner 339
Managing the Relationship 343
Model of Consumer Responses to Campaign 344
Index 355
About the Authors 369
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| illustrated | Illustrated |
| indexdate | 2024-07-09T22:33:31Z |
| institution | BVB |
| isbn | 1412909236 |
| language | English |
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| physical | IX, 370 S. Ill. |
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| spelling | Wymer, Walter Verfasser aut Nonprofit marketing marketing management for charitable and nongovernmental organizations Walter W. Wymer ; Paricia Knowles ; Roger Gomes Thousand [u.a.] Sage 2006 IX, 370 S. Ill. txt rdacontent n rdamedia nc rdacarrier Knowles, Patricia Verfasser aut Gomes, Roger Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020020649&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Wymer, Walter Knowles, Patricia Gomes, Roger Nonprofit marketing marketing management for charitable and nongovernmental organizations |
| title | Nonprofit marketing marketing management for charitable and nongovernmental organizations |
| title_auth | Nonprofit marketing marketing management for charitable and nongovernmental organizations |
| title_exact_search | Nonprofit marketing marketing management for charitable and nongovernmental organizations |
| title_full | Nonprofit marketing marketing management for charitable and nongovernmental organizations Walter W. Wymer ; Paricia Knowles ; Roger Gomes |
| title_fullStr | Nonprofit marketing marketing management for charitable and nongovernmental organizations Walter W. Wymer ; Paricia Knowles ; Roger Gomes |
| title_full_unstemmed | Nonprofit marketing marketing management for charitable and nongovernmental organizations Walter W. Wymer ; Paricia Knowles ; Roger Gomes |
| title_short | Nonprofit marketing |
| title_sort | nonprofit marketing marketing management for charitable and nongovernmental organizations |
| title_sub | marketing management for charitable and nongovernmental organizations |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020020649&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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