(Ebook) Successful Marketing Strategies for Nonprofit Organizations: Winning in the Age of the Elusive Donor, Second Edition by Barry McLeish(auth.) ISBN 9780470529812, 9781118386736, 0470529814, 1118386736

(Ebook) Successful Marketing Strategies for Nonprofit Organizations: Winning in the Age of the Elusive Donor, Second Edition by Barry McLeish(auth.) ISBN 9780470529812, 9781118386736, 0470529814, 1118386736

From a leading expert on nonprofit marketing, the only marketing handbook a nonprofit manager will ever need-now fully revised and updatedIn Successful Marketing Strategies for Nonprofit Organizations, Second Edition, nonprofit marketing guru Barry J. McLeish shares everything he's learned during more than two decades managing and consulting nonprofits of every shape and size. Skipping all the arcane theory and the business school jargon, he gives you clear, step-by-step advice and guidance and all the tools you need to develop and implement a sophisticated marketing program tailored to your organization's needs and goals. New sections on the new media available to nonprofit marketersTechniques for analyzing your market and developing a comprehensive marketing planMarketing strategies that will support fund-raising, promote new services, and enhance your organization's reputation and visibilityMethods for developing a marketing program that reaches both the consumers of your service and the donors who support your organizationDo you need to breathe new life into your existing marketing department? Successful Marketing Strategies for Nonprofit Organizations, Second Edition gives you the tools, the know-how, and the confidence you need to succeed.Content: Chapter 1 A New Way of Doing Business for the Nonprofit Organization (pages 1–27): Chapter 2 The Development of a Marketing Strategy (pages 29–49): Chapter 3 The Phased Strategic Marketing Plan (pages 51–60): Chapter 4 External Analysis: Client, Donor, Volunteer, and Competitor Research (pages 61–91): Chapter 5 Researching Your Nonprofit Organization's Environment (pages 93–117): Chapter 6 Competition and Internal Marketing Analysis (pages 119–145): Chapter 7 Value Propositions and Marketing Objectives (pages 147–166): Chapter 8 Creating Competitive Advantage (pages 167–185): Chapter 9 Winning through Competitive Strategy Options (pages 187–205): Chapter 10 Creating a Competitive Image and Brand (pages 207–228):