Marketing Nonprofit Programs and Services
Proven and Practical Strategies to Get More Customers, Members, and Donors
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If nonprofit managers reenvisioned their work as a series of marketing efforts-for example, determining market share and auditing the organization's market practices-nonprofits would be better serves, says Doug Herron, yet few nonprofit managers are trained to think in these terms. Drawing on thirty years of managing nonprofits and teaching workshops in the United States and Canada, Herron concludes that what nonprofit managers really want is smart, tried-and-true strategies for getting and keeping customers, not more marketing theory. In Marketing Nonprofit Programs and Services, he brings to...
If nonprofit managers reenvisioned their work as a series of marketing efforts-for example, determining market share and auditing the organization's market practices-nonprofits would be better serves, says Doug Herron, yet few nonprofit managers are trained to think in these terms. Drawing on thirty years of managing nonprofits and teaching workshops in the United States and Canada, Herron concludes that what nonprofit managers really want is smart, tried-and-true strategies for getting and keeping customers, not more marketing theory. In Marketing Nonprofit Programs and Services, he brings together in one volume the best concepts and methods to attract and satisfy customers, communicate the 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 fifteen-point checklist for developing marketing strategy spells out the essential steps for finer marketing performance. This book is particularly helpful to organizations that rely on a mixed base of fees and contributions for support, such as Ys, museums, zoos, theaters, youth groups, and churches. Filled with accessible, proven marketing concepts explained and applied in terms of nonprofits, Marketing Nonprofit Programs and Services is written to be immediately useful to managers of any nonprofit organization, regardless of size.
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