Nonprofit Marketing : Marketing Management for Charitable and Nongovernmental Organizations

Acknowledgments ix PART I. Marketing Management 1(190) Introduction to Nonprofit Marketing 3(21) Opening Vignette: Ty Hafan 4(1) Dimensions of Nonprofit Marketing 5(2) Importance of Nonprofit Sector 7(1) Types of Nonprofit Organizations 8(1) Challenges Faced by the Nonprofit Sector 9(5) Adoption of Marketing Approach 14(1) Current Issues in Nonprofit Marketing 15(1) Organization of This Book 16(8) Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Branding, Segmentation 24(35) Opening Vignette: The Atlanta Homeless Project 25(2) Mission---Defining a Focus and Scope 27(4) Strategic Objectives to Achieve the Organization's Mission 31(1) Differentiation 32(1) Positioning 33(6) The Unique Value Proposition 39(1) Branding 39(6) Segmentation 45(14) Research in Nonprofit Organizations 59(27) Opening Vignette: Marketing Research in the Lupus Advocacy Foundation 60(1) Publics of Nonprofits 61(1) Orientations of Nonprofits 62(3) Why Nonprofits Must Do Research 65(1) Why Nonprofits Should Have a Marketing Information System (MIS) 66(1) Where Research Fits Into a Nonprofit's MIS 66(2) The Research Process 68(18) Strategic Marketing Analysis and Planning 86(35) Opening Vignette: Bringing Strategic Planning Into a Church 87(1) Defining Strategic Marketing and Planning 88(1) The Importance of Marketing Analysis and Planning 88(1) The Interrelatedness of Marketing Topics 89(1) The Strategic Market Analysis Process 90(17) Potential Areas of Change That May Affect Strategic Planning 107(1) Three Planning Situations 108(1) Why Is Strategic Planning Based in Marketing Theory? 109(1) Organizational Culture, Values, and Approach to Management Affect Planning 110(2) When Market-Based Strategic Planning Is Most Important 112(9) Offers in Nonprofit Organizations: Product and Place 121(28) Opening Vignette: Offers in Nonprofit Organizations 122(1) The Nonprofit Marketing Mix 122(1) Identifying the Offer in Nonprofit Organizations 123(1) The Five Levels of an Offer 124(3) Offer Classification 127(3) Managing Nonprofit Offers 130(3) Nonprofit Offer Development 133(3) Managing Nonprofit Distribution 136(13) Offers in Nonprofit Organizations: Promotion and Price 149(42) Opening Vignette: Megan Dusenberry, Executive Director, XYZ MidWest Charities 150(2) Promotion: Marketing Communication 152(1) Promotion Objectives 153(3) The Promotional Mix 156(11) Prices in Nonprofit Organizations 167(1) Monetary Prices 168(3) Pricing Objectives 171(3) Setting Prices 174(3) Nonmonetary Prices of Nonprofit Offers 177(14) PART II. Marketing to Donors and Volunteers 191(114) Direct Marketing Tactics 193(25) Opening Vignette: Alliance of Confessing Evangelicals, Inc. 194(1) Importance of Direct Marketing 195(1) Characteristics of Direct Marketing 196(1) Types of Direct Marketing 197(4) Developing a Direct Marketing Program 201(8) Online Fund-Raising 209(9) Strategic Approaches to Attracting Major Gifts 218(28) Opening Vignette: First-to-College 219(1) Major Gifts From Individual Donors 220(1) A Nonprofit's Largest Donors 221(2) Seeing Through the Eyes of the Potential Donor 223(2) The Potential Major Gift Information File 225(1) Traditional Tactics for Major Gift Fund-Raising 226(1) The Individual Major Gift Donor Profile 227(1) Tasks Related to Effective Nonprofit Major Gift Fund-Raising 228(7) The Close---Asking for the Major Gift 235(1) Alternative Major Gift Formats for Prospect Consideration 236(10) Special Events in the Nonprofit Sector 246(33) Barry O'Mahony Michael Polonsky Opening Vignette: The Great Victorian Bike Ride 247(1) Special Events: Definition, Rationale, Planning, and Design 247(5) Scope of Events in the Nonprofit Sector 252(2) Objectives of Special Events 254(4) Strategic Issues in Producing Special Events 258(10) Managing Special Events 268(1) Marketing and Promoting Special Events 269(4) Evaluating Special Events 273(6) Marketing to Volunteers 279(26) Opening Vignette: Girl Scouts 279(1) Importance of Volunteers 280(1) Classifying Volunteers 281(2) Understanding Volunteer Motivations 283(5) Marketing to Potential Volunteers 288(4) Virtual Volunteering 292(13) PART III. Special Topics 305(50) Social Marketing 307(18) Opening Vignette: The Mass Media and Health Practices Program 307(1) Changing Public Behavior 308(4) The Social Marketing Plan 312(4) Issues Marketing: Changing Public Policy 316(2) Involvement of the Business Sector 318(7) Cause-Related Marketing and Other Collaborations With the Business Sector 325(30) Opening Vignette: Share Our Strength 326(1) Importance of Collaborating With the Business Sector 326(1) Costs and Benefits 327(3) Different Types of Relationships With Businesses 330(8) Setting Objectives 338(1) Finding a Corporate Partner 339(4) Managing the Relationship 343(1) Model of Consumer Responses to Campaign 344(11) Index 355(14) About the Authors 369