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| Acknowledgments | |
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| About the Author | |
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| Introduction | |
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| Overview | |
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| A Competitive and Always-Online World | |
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| Who This Book Is Written For | |
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| The Benefits of Reading This Book | |
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| Preview of the Book | |
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| Recap | |
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| Marketing: A Key to Better Mission | |
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| Overview | |
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| The Characteristics of a Mission-Based, Market-Driven Organization | |
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| Meeting Customer Wants | |
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| Treating Everyone Like a Customer | |
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| What about Your Competition? | |
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| A Team Effort | |
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| Recap | |
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| Discussion Questions | |
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| Being Mission Based and Market Driven | |
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| Overview | |
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| Which Is Right, the Markets or the Mission? | |
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| Moving with the Markets and Maintaining Your Mission | |
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| The Never-Ending Marketing Cycle | |
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| The Results of Becoming Market Driven | |
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| Motivating Board and Staff | |
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| Holding On to Your Core Values | |
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| Recap | |
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| Discussion Questions | |
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| Being Flexible and Innovating with the Market | |
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| Overview | |
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| The Need for Flexibility | |
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| Retaining the Capacity for Flexibility | |
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| Being a Change Leader | |
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| The Pace of Change in a Competitive Environment | |
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| Recap | |
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| Discussion Questions | |
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| The Marketing Cycle for a Nonprofit | |
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| Overview | |
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| The Marketing Cycle That Works | |
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| The Marketing Disability of Most Nonprofits | |
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| The Marketing Cycle and Your Competitors | |
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| Recap | |
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| Discussion Questions | |
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| Who Are Your Markets? | |
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| Overview | |
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| Market Identification and Quantification | |
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| Market Segmenting | |
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| Focusing on Target Markets | |
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| Treating All Your Markets Like Customers | |
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| Recap | |
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| Discussion Questions | |
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| Who Are Your Competitors? | |
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| Overview | |
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| Identifying Your Competition | |
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| Studying the Competition | |
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| Focusing on Your Core Competencies | |
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| Recap | |
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| Discussion Questions | |
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| Asking Your Markets What They Want | |
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| Overview | |
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| Surveys | |
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| Focus Groups | |
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| Informal Asking | |
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| Asking (and Listening) Online | |
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| Asking Mistakes | |
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| After Asking | |
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| Recap | |
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| Discussion Questions | |
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| Better Marketing Materials | |
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| Overview | |
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| The Problems with Most Nonprofits' Marketing Materials | |
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| Solving Customers' Problems | |
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| Things to Include in Your Marketing Materials | |
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| Things to Avoid in Your Marketing Materials | |
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| Developing Different Materials for Different Markets | |
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| Recap | |
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| Discussion Questions | |
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| Technology and Marketing | |
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| Overview | |
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| Tech Is an Accelerator of Good Marketing | |
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| (Your Web Site Is) Your First Chance to Make a Good Impression | |
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| Asking and Listening | |
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| Beware the Digital Divide | |
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| Social Networking/Social Media | |
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| What's Next? | |
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| Recap | |
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| Discussion Questions | |
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| Incredible Customer Service | |
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| Overview | |
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| Three Customer Service Rules | |
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| The Customer Is Not Always Right, but the Customer Is Always the Customer, so Fix the Problem | |
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| Customers Never Have Problems; They Always Have Crises, so Fix the Problem Now | |
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| Never Settle for Good Customer Service-Seek Total Customer Satisfaction | |
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| The Unhappy Customer | |
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| Regular Customer Contact | |
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| Turning Customers into Referral Sources | |
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| Recap | |
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| Discussion Questions | |
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| A Marketing Planning Process | |
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| Overview | |
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| Developing Your Marketing Team | |
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| An Asking Schedule | |
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| Targeting Your Marketing Effort | |
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| A Marketing Plan Outline | |
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| Marketing Planning Software | |
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| Recap | |
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| Discussion Questions | |
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| Final Words | |
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| Index | |