Successful Marketing Strategies for Nonprofit Organizations : Winning in the Age of the Elusive Donor

Nonprofit marketing was once relatively simple. You created programs on your own, developed fund development and advertising messages, and controlled the context, the media, and the message. Thanks to new media such as Facebook, MySpace, Twitter, YouTube, it's official—there's a new normal when it comes to nonprofit marketing. Significantly expanded and revised, the Second Edition skips all the arcane theory and business school jargon to present you with the clear, step-by-step advice and guidance you need to develop and implement a sophisticated marketing program tailored to your organization's needs and goals. Here, author and nonprofit marketing guru Barry McLeish shares everything he's learned during more than two decades of managing and consulting nonprofits of every shape and size. You'll find proactive advice on: New media you can use to market for results The critical elements you'll need to craft a marketing strategy for nonprofits Analyzing your market and developing a comprehensive marketing plan Marketing strategies to support fundraising, promote new services, and enhance your organization's reputation and visibility Developing a marketing program that reaches the consumers of your service and the donors who support your organization How nonprofits across North America have used the strategies described in this book to grow bigger and better than ever Time to rethink how your nonprofit does marketing? Filled with savvy wisdom that's ahead of its time—as well as countless anecdotes and real-life case studies—Successful Marketing Strategies for Nonprofit Organizations, Second Editionpresents you with the tools, know-how, and confidence to improve not only your organization's performance, but also its services—at a time when they are needed more than ever.