Mission-Based Marketing Positioning Your Not-for-Profit in an Increasingly Competitive World

ISBN-10: 047060218X
ISBN-13: 9780470602188
Edition: 3rd 2010
List price: $36.99 Buy it from $36.74
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Description: Mission-Based Marketing is a direct, practical guide that shows how you can lead your not-for-profit to success in a more competitive world. This book provides the knowledge and skills to build a market-driven organization that holds onto its core  More...

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Book details

List price: $36.99
Edition: 3rd
Copyright year: 2010
Publisher: John Wiley & Sons, Limited
Publication date: 10/22/2010
Binding: Hardcover
Pages: 256
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.210

Mission-Based Marketing is a direct, practical guide that shows how you can lead your not-for-profit to success in a more competitive world. This book provides the knowledge and skills to build a market-driven organization that holds onto its core values, does a better job of providing mission, and successfully competes for funding, clients, referral sources, staff, and board members. This third edition of the widely respected Mission-Based Managementr Series outlines a not-for-profit organization's plan for financial success. New material will focus on nonprofit websites, social networking and new methods of communication, advances in technology, customer service in today's world, and the effects of marketing on fundraising.

Acknowledgments
About the Author
Introduction
Overview
A Competitive and Always-Online World
Who This Book Is Written For
The Benefits of Reading This Book
Preview of the Book
Recap
Marketing: A Key to Better Mission
Overview
The Characteristics of a Mission-Based, Market-Driven Organization
Meeting Customer Wants
Treating Everyone Like a Customer
What about Your Competition?
A Team Effort
Recap
Discussion Questions
Being Mission Based and Market Driven
Overview
Which Is Right, the Markets or the Mission?
Moving with the Markets and Maintaining Your Mission
The Never-Ending Marketing Cycle
The Results of Becoming Market Driven
Motivating Board and Staff
Holding On to Your Core Values
Recap
Discussion Questions
Being Flexible and Innovating with the Market
Overview
The Need for Flexibility
Retaining the Capacity for Flexibility
Being a Change Leader
The Pace of Change in a Competitive Environment
Recap
Discussion Questions
The Marketing Cycle for a Nonprofit
Overview
The Marketing Cycle That Works
The Marketing Disability of Most Nonprofits
The Marketing Cycle and Your Competitors
Recap
Discussion Questions
Who Are Your Markets?
Overview
Market Identification and Quantification
Market Segmenting
Focusing on Target Markets
Treating All Your Markets Like Customers
Recap
Discussion Questions
Who Are Your Competitors?
Overview
Identifying Your Competition
Studying the Competition
Focusing on Your Core Competencies
Recap
Discussion Questions
Asking Your Markets What They Want
Overview
Surveys
Focus Groups
Informal Asking
Asking (and Listening) Online
Asking Mistakes
After Asking
Recap
Discussion Questions
Better Marketing Materials
Overview
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
Recap
Discussion Questions
Technology and Marketing
Overview
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
What's Next?
Recap
Discussion Questions
Incredible Customer Service
Overview
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
Recap
Discussion Questions
A Marketing Planning Process
Overview
Developing Your Marketing Team
An Asking Schedule
Targeting Your Marketing Effort
A Marketing Plan Outline
Marketing Planning Software
Recap
Discussion Questions
Final Words
Index

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