Marketing for Nonprofit Organizations Insights and Innovations 1st edition By Stacy Landreth Grau – Ebook PDF Instant Download/Delivery: 1935871439, 978-1935871439
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ISBN 10: 1935871439
ISBN 13: 978-1935871439
Author: Stacy Landreth Grau
Successful nonprofit marketing will help organizations capture the attention of donors, volunteers, legislators, and service consumers so that they can control the future of their organization. This book provides an indispensable overview of marketing for nonprofits from a strategic standpoint. Readers will learn how to integrate the most important aspects of marketing including branding, social media, market research, and outcome measurements into the very fabric of an organization s mission.
Landreth Grau integrates research-based insights, and practice-based innovations with a comprehensive introduction to the basics of marketing for the benefit of small- and medium-sized organizations. 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.
Features: insight sidebars detail research-based strategies and advice; innovation sidebars present; practice-based case studies and tips; social media marketing for nonprofits; branding tools; vignettes of real-life nonprofit organizations utilizing the concepts introduced in each chapter
Marketing for Nonprofit Organizations Insights and Innovations 1st Table of contents:
Introduction: Back to the Basics . . . with a Twist
1. An Overview of Nonprofit Marketing
MARKETING EVERYWHERE
WHAT IS MARKETING?
NONPROFIT MARKETING
NONPROFIT ORGANIZATIONS’ PERCEPTIONS OF MARKETING
A NEW ERA OF NEED
COMMUNITIES IN SCHOOLS TARRANT COUNTY, TEXAS
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
COMMUNITIES IN SCHOOLS: THE BEST KEPT SECRET
IMPACT TERMS
REVIEW QUESTIONS
3. Strategic and Market Planning for Nonprofit Organizations
THE CASE FOR STRATEGIC PLANNING
THE STRATEGIC PLANNING PROCESS
BUILDING ALIGNMENT
SECURING PARTNERSHIPS FOR STRATEGIC PLANNING
COMMUNITIES IN SCHOOLS TARRANT COUNTY: STRATEGIC PLANNING
IMPACT TERMS
REVIEW QUESTIONS
4. Understanding and Engaging with Your Stakeholders
TARGET AUDIENCES
SEGMENTATION
FACTORS FOR SEGMENTATION
THE TARGETING PROCESS
CREATING PROFILES AND PERSONA
POSITIONING STRATEGIES
HOW VOLUNTEERS MAKE DECISIONS
COMMUNITIES IN SCHOOLS TARRANT COUNTY: TARGET AUDIENCES
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
COMMUNITIES IN SCHOOLS TARRANT COUNTY: RESEARCH
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
COMMUNITIES IN SCHOOLS TARRANT COUNTY: EVALUATING PROGRAMS
IMPACT TERMS
REVIEW QUESTIONS
7. Marketing Communication for Nonprofit Organizations
PROMOTION AND THE CHANGING NATURE OF COMMUNICATION
WAYS TO ORGANIZE MEDIA: PAID MEDIA, OWNED MEDIA, AND EARNED MEDIA
HOW TO PLAN: ISSUES THAT AFFECT PROMOTION CHOICE
COMMUNITIES IN SCHOOLS TARRANT COUNTY: THE IMPORTANCE OF SPECIAL EVENTS
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
CONSIDERING SOCIAL IMPACT
COMMUNITIES IN SCHOOLS TARRANT COUNTY: EVALUATION
IMPACT TERMS
REVIEW QUESTIONS
Appendix A: Marketing Plan Outline
Appendix B: Marketing Communications Plan Outline
Index
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Tags: Stacy Landreth Grau, Nonprofit Organizations, Insights and Innovations