Marketing for Nonprofit Organizations: Insights and Innovations, 2nd Edition
- Length: 240 pages
- Edition: 2
- Language: English
- Publisher: Oxford University Press
- Publication Date: 2021-01-01
- ISBN-10: 0190090804
- ISBN-13: 9780190090807
- Sales Rank: #935624 (See Top 100 Books)
source site Successful nonprofit marketing can capture the attention of donors, volunteers, legislators, and service consumers. Recognition like this can lead to a successful organization for years to come. The second edition of Marketing for Nonprofit Organizations provides various strategies to build
upon when marketing for nonprofit and social impact organizations.
https://www.psychiccowgirl.com/kdzlok92ns Stacy Landreth Grau integrates research-based insights and practice-based innovation with a comprehensive introduction to the basics of marketing for small- and medium-sized organizations. She breaks the academic research into understandable and digestible points within her chapters, making this a
great primer for nonprofit professionals and anyone interested in working for or starting a nonprofit. The book provides readers with an indispensable overview of marketing.
https://aalamsalon.com/a1zj51y5ti This new edition highlights new and innovative organizations and how they are using methods new to the field. Grau explains the fundamentals of marketing for nonprofits. It is an ideal resource for courses in both business schools and social work programs, as well as nonprofit managers who are ready
to explore new and innovative ways to support their organization. Upon finishing this book, readers will know how to integrate important aspects of marketing into the fabric of an organization’s mission, including brand strategy, social media, market research, target audience selection, promotional
tactics, and market valuation.
https://semichaschaver.com/2025/04/03/n51fv9xxewq Cover Title Page Copyright Page Contents List of Figures List of Tables 1. Nonprofit Marketing Marketing Everywhere What Is Marketing? Nonprofit Marketing Nonprofit Organizations’ Perceptions of Marketing A New Era of Need Your Roadmap to the Rest of the Book Impact Terms Review Questions 2. The Heart of the Organization: The Nonprofit Brand What Is a Brand? Importance of Branding for Nonprofits Marketing Strong Nonprofit Brands The Brand Audit What Are You Looking For? The Power of Stories Impact Terms Review Questions 3. Strategic Marketing Planning for Nonprofit Organizations The Case for Strategic Planning The Strategic Planning Process Building Alignment Securing Partnerships for Strategic Planning Impact Terms Review Questions 4. Understanding and Engaging with Your Stakeholders Target Audiences Segmentation Factors for Segmentation The Targeting Process Creating Personas Positioning Strategies How Volunteers Make Decisions Impact Terms Review Questions 5. Gaining Insight: Marketing Research for Competitive Advantage What Is Marketing Research? The Marketing Research Process The Importance of Being a Learning Organization Using Social Media to Develop a Listening System Impact Terms Review Questions 6. Products, Services, and Delivery: The Importance of Innovation Products and Services: Discovering the Value Proposition The Product Life Cycle Where Do Ideas Come From? Developing New Idea Sources Criteria for Evaluating New Ventures Evaluating Existing Programs and Services Partnerships and Alliances The Importance of Innovation for Nonprofit Organizations Impact Terms Review Questions 7. Marketing Communication for Nonprofit Organizations Promotion and the Changing Nature of Communication Ways to Organize Media: Paid Media, Earned Media, and Owned Media How to Plan: Issues That Affect Promotion Choice Developing the Message Strategy Impact Terms Review Questions 8. Marketing Communication Measurement and Evaluation Relationships Matter The Importance of a Good Evaluation System Measuring Paid Media Measuring Earned Media Measuring Owned Media Marketing Issues to Measure Crisis Communications Impact Terms Review Questions Appendices Appendix A: Marketing Plan Outline Appendix B: Marketing Communications Plan Outline About the Author Index
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