Mission-based Marketing: How Your Not-for-profit Can Succeed in a More Competitive World - Couverture rigide

Brinckerhoff, Peter C.

Couverture rigide

ISBN 10 : 0471296937 ISBN 13 : 9780471296935

Editeur : John Wiley & Sons Inc, 1998

Synopsis

Non profits are experiencing competition; competition for government funding, competition for private funding, competition for volunteers and even competition in getting their message out to the people they serve. Because of this, non profit organizations need to adapt and develop the capabilities and skills to survive in a market-driven economy. This text outlines how non profit organizations can use marketing to distinguish themselves with funders, those they serve and the public. It outlines key concepts such as why marketing is so crucial to nonprofits, what a marketing cycle is, how and why to write a marketing plan and also how to apply marketing strategies to a non profit's traditional activities.

A propos du livre

Quatrième de couverture

A direct, practical guide that shows how you can lead your not–for–profit to success in a more competitive world. The book provides the knowledge and skills to build a market–driven organization that holds onto its core values, does more mission better, and successfully competes for funding, clients, referral sources, staff, and board members.

Other titles in the Mission–Based Management(r) Series

Mission–Based Management: Leading Your Not–for–Profit into the 21st Century

Named "Best New Nonprofit Management Book" by the Nonprofit Management Association. The Association said, "The Nonprofit Management Association is pleased to spotlight the extraordinary work of Peter Brinckerhoff in his newest publication, Mission–Based Management: Leading Your Not–for–Profit Into the 21st Century." The book was cited by the Nonprofit Management Association as "a great overall manager′s and board member′s guide to non–profits quite laudable in that it′s eminently readable and downright enjoyable."

Financial Empowerment: More Money for More Mission

Named "Best New Nonprofit Management Book" by the Nonprofit Management Association. This second volume of the widely–respected Mission–Based Management(r) Series outlines a not–for–profit organization′s plan for financial success. It highlights the eight characteristics of financial empowerment, and provides the skills and concepts that a nonprofit organization and its managers will need to survive, including estimating cash needs, treating funders like valued customers, developing money–making businesses, determining the financial options that are available, and implementing an empowered budget process.

Competition now threatens many not–for–profits. Those organizations that become market–driven and develop marketing skills will survive and will do more mission better.

Peter Brinckerhoff has worked with not–for–profits that are strong mission–based marketing organizations. He has seen what works and the leadership skills needed for success in a world where marketing matters.

Peter has also worked with organizations that are struggling to make the transition to a competitive environment.

From his experiences comes this sharply focused, practical guide to becoming a market–driven organization that will achieve its mission in a competitive world. Peter gives not–for–profit leaders the wisdom, experience, the successful strategies, and the needed skills. He also reveals the mistakes he has seen.

Peter outlines the characteristics of a successful market–driven not–for–profit. You will learn how to become a market–driven organization and how to motivate board and staff to make the needed changes.

Peter shows how to respond to your markets while holding on to your core values. He outlines the three core customer service rules and shows how to turn your customers into your best referral sources.

When you have finished this book, you will have an excellent hands–on understanding of marketing, competition, and your role in making your organization a successful survivor in the newly–emerging competitive world.

Peter is the author of two award–winning books, Mission–Based Management and Financial Empowerment, also published by Wiley. Peter′s books are used as the core texts in over 50 graduate and undergraduate university programs in nonprofit management. Peter′s articles have been published in Advancing Philanthropy, NonProfit World, Strategic Governance, The Journal of Nonprofit and Voluntary Sector Marketing, Communications, and The Grantsmanship Center News.

Peter received his Bachelor′s Degree from the University of Pennsylvania and his Master′s of Public Health Administration from Tulane. He is a former VISTA Volunteer, and has served as a staff member, Executive Director, board member, and volunteer for numerous local, state, and national not–for–profits. Peter lives in Springfield, Illinois with his wife Chris and their three children, Ben, Adam, and Caitlin.

Présentation de l'éditeur

As the government downsizes on the federal, state, and local level, nonprofits are, for the first time, experiencing competition: for government and private funding, for volunteers, and even for the substance of their stated mission and audience they serve. This book seeks to help nonprofits adapt to this market–driven economy and develop the skills needed to survive while still retaining the integrity of their core values.

Détails de l'édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 1998
• Langue: anglais
• ISBN 10: 0471296937
• ISBN 13: 9780471296935
• Reliure: Relié
• Nombre de pages: 214
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible