Marketing for nonprofit organizations : insights and innovations
Book information
Description
Cover Marketing for Nonprofit Organizations Copyright 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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