Mission-Based Marketing: Positioning Your Not-for-Profit in an Increasingly Competitive World / Edition 3by Peter C. Brinckerhoff
Pub. Date: 10/05/2010
Return on investment. Social enterprise. Social marketing. Social networks. Market-based pricing. These terms are now nearly everywhere in the literature of the nonprofit world. But what do they mean to your mission, your staff, your board, and the people that your nonprofit serves? Mission-Based Marketing, Third Edition shows you how your organization can… See more details below
Return on investment. Social enterprise. Social marketing. Social networks. Market-based pricing. These terms are now nearly everywhere in the literature of the nonprofit world. But what do they mean to your mission, your staff, your board, and the people that your nonprofit serves? Mission-Based Marketing, Third Edition shows you how your organization can optimally react, respond, innovate, and, yes, prosper, in an increasingly competitive and rapid-response environment.
This significantly updated edition of this classic expands on the invaluable hows and whys of not-for-profit empowerment covered in the second edition to offer highly effective new ideas and new criteria for marketing success.
This Third Edition of Mission-Based Marketing provides comprehensive, hands-on guidance, addressing:
- Getting on board with nonprofit web sites, social networking, and new methods of communication
- Advances in technology, customer service in today's world, and the effects of marketing on fundraising
- How your nonprofit can be both mission-based and market-driven
- Better ways to use technology in an always-online world
- The need for flexibility in your nonprofit
- The marketing cycle for a nonprofit
- Knowing your competition
- Active askingwhat it is and how you do it
The people your organization serves depend on you to be there to provide services to them. You need them to guide you with their wants, help you locate the opportunities to serve, and work with you to move your organization, your mission, and your community to new heights of effectiveness, well-being, and success. Revealing how top-quality not-for-profits do marketing, Mission-Based Marketing, Third Edition gives your organization the tools to ensure it's doing it right, this year and throughout the twenty-first century.
- Publication date:
- Edition description:
- New Edition
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- Product dimensions:
- 6.10(w) x 9.00(h) x 1.00(d)
Table of Contents
About the Author.
A Competitive And Always Online World.
The Benefits Of Reading This Book.
Preview Of The Book.
2 Marketing: A Key to Better Mission.
The Characteristics Of A Mission-Based, Market-Driven Organization.
Meeting Customer Wants.
Treating Everyone Like A Customer.
What About Your Competition?
A Team Effort.
Discussion Questions for Chapter 2.
3 Being Mission-Based and Market-Driven.
Which Is Right, The Markets Or The Mission?
Moving With The Markets, Maintaining Your Mission.
The Never-Ending Marketing Cycle.
The Results Of Becoming Market-Driven.
Motivating Board And Staff.
Holding On To Your Core Values.
Discussion Questions for Chapter 3.
4 Being Flexible and Innovating with the Market.
The Need For Flexibility.
Retaining The Capacity For Flexibility.
Being A Change Leader.
The Pace Of Change In A Competitive Environment.
Discussion Questions for Chapter 4.
5 The Marketing Cycle for a nonprofit.
The Marketing Cycle That Works.
The Marketing Disability Of Most Nonprofits.
The Marketing Cycle And Your Competitors.
Discussion Questions for Chapter 5.
6 Who Are Your Markets?
Market Identification And Quantification.
Focusing On Target Markets.
Treating All Your Markets Like Customers.
Discussion Questions for Chapter 6.
7 Who Are Your Competitors?
Identifying Your Competition.
Studying The Competition.
Focusing On Your Core Competencies.
Discussion Questions for Chapter 7.
8 Asking Your Markets What They Want.
Asking (And Listening) Online.
Discussion Questions for Chapter 8.
9 Better Marketing Materials.
The Problems With Most Nonprofits’ Marketing Materials.
Solving Customers' Problems.
Things To Include In Your Marketing Materials.
Things To Avoid In Your Marketing Materials.
Developing Different Materials For Different Markets.
Discussion Questions for Chapter 9.
10 Technology and Marketing.
Tech Is An Accelerator Of Good Marketing.
Your (Web Site Is) Your First Chance To Make A Good Impression.
Asking And Listening.
Beware The Digital Divide.
Social Networking/Social Media.
Discussion Questions for Chapter 10
11 Incredible Customer Service.
Three Customer Service Rules.
The Customer Is Not Always Right, But The Customer Is Always The Customer, So Fix The Problem.
Customers Never Have Problems; They Always Have Crises, So Fix The Problem Now.
Never Settle For Good Customer Service—Seek Total .Customer Satisfaction.
The Unhappy Customer.
Regular Customer Contact.
Turning Customers Into Referral Sources.
Discussion Questions for Chapter 11.
12 A Marketing Planning Process.
Developing Your Marketing Team.
An Asking Schedule.
Targeting Your Marketing Effort.
A Marketing Plan Outline.
Marketing Planning Software.
Discussion Questions for Chapter 12.
and post it to your social network
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