Marketing for nonprofit organizations : insights and innovations

Marketing for Nonprofit Organizations: Insights and Innovations, Second Edition, is a comprehensive overview of the marketing process written specifically for nonprofit and social impact organizations. This book covers topics important to nonprofit professionals: branding; target audience selection; strategy; promotional tactics, including social media; and marketing evaluation. The “Insights” sections are based primarily on academic research that has been published and now translated into usable information for marketing professionals. The “Innovations” sections highlight organizations that are doing things in a different way and topics that are relatively new to the field. This second edition includes many updated examples as well as new information on several topics such as social enterprise, design thinking, collective impact, and narratives in nonprofits. Readers will find an organized, easy-to-read overview of important considerations in marketing for new and established nonprofit organizations and foundations. Cover 1 Marketing for Nonprofit Organizations 4 Copyright 5 Contents 6 List of Figures 10 List of Tables 12 1. Nonprofit Marketing 14 Marketing Everywhere 15 What Is Marketing? 19 Nonprofit Marketing 20 Nonprofit Organizations’ Perceptions of Marketing 25 A New Era of Need 28 Your Roadmap to the Rest of the Book 35 Impact Terms 37 Review Questions 37 2. The Heart of the Organization: The Nonprofit Brand 40 What Is a Brand? 41 Importance of Branding for Nonprofits 46 Marketing Strong Nonprofit Brands 49 The Brand Audit 52 What Are You Looking For? 57 The Power of Stories 59 Impact Terms 67 Review Questions 68 3. Strategic Marketing Planning for Nonprofit Organizations 71 The Case for Strategic Planning 73 The Strategic Planning Process 75 Building Alignment 88 Securing Partnerships for Strategic Planning 89 Impact Terms 95 Review Questions 95 4. Understanding and Engaging with Your Stakeholders 98 Target Audiences 101 Segmentation 105 Factors for Segmentation 108 The Targeting Process 114 Creating Personas 115 Positioning Strategies 116 How Volunteers Make Decisions 117 Impact Terms 120 Review Questions 120 5. Gaining Insight: Marketing Research for Competitive Advantage 122 What Is Marketing Research? 124 The Marketing Research Process 128 The Importance of Being a Learning Organization 140 Using Social Media to Develop a Listening System 142 Impact Terms 147 Review Questions 147 6. Products, Services, and Delivery: The Importance of Innovation 149 Products and Services: Discovering the Value Proposition 150 The Product Life Cycle 154 Where Do Ideas Come From? Developing New Idea Sources 157 Criteria for Evaluating New Ventures 160 Evaluating Existing Programs and Services 163 Partnerships and Alliances 165 The Importance of Innovation for Nonprofit Organizations 166 Impact Terms 167 Review Questions 168 7. Marketing Communication for Nonprofit Organizations 170 Promotion and the Changing Nature of Communication 172 Ways to Organize Media: Paid Media, Earned Media, and Owned Media 175 How to Plan: Issues That Affect Promotion Choice 195 Developing the Message Strategy 197 Impact Terms 199 Review Questions 200 8. Marketing Communication Measurement and Evaluation 202 Relationships Matter 203 The Importance of a Good Evaluation System 204 Measuring Paid Media 207 Measuring Earned Media 208 Measuring Owned Media 212 Marketing Issues to Measure 216 Crisis Communications 217 Impact Terms 219 Review Questions 219 Appendices 222 Appendix A: Marketing Plan Outline 222 Appendix B: Marketing Communications Plan Outline 222 About the Author 224 Index 226 Successful nonprofit marketing can capture the attention of donors, volunteers, legislators, and service consumers. Recognition like this can lead to a successful organization for years to come. The second edition of Marketing for Nonprofit Organizations provides various strategies to build upon when marketing for nonprofit and social impact organizations.Stacy Landreth Grau integrates research-based insights and practice-based innovation with a comprehensive introduction to the basics of marketing for small- and medium-sized organizations. She breaks the academic research into understandable and digestible points within her chapters, making this a great primer for nonprofit professionals and anyone interested in working for or starting a nonprofit. The book provides readers with an indispensable overview of marketing.This new edition highlights new and innovative organizations and how they are using methods new to the field. Grau explains the fundamentals of marketing for nonprofits. It is an ideal resource for courses in both business schools and social work programs, as well as nonprofit managers who are ready to explore new and innovative ways to support their organization. Upon finishing this book, readers will know how to integrate important aspects of marketing into the fabric of an organization's mission, including brand strategy, social media, market research, target audience selection, promotional tactics, and market valuation. Successful nonprofit marketing can capture the attention of donors, volunteers, legislators, and service consumers. Recognition like this can lead to a successful organization for years to come. The second edition of Marketing for Nonprofit Organizations provides various strategies to build upon when marketing for nonprofit and social impact organizations. Stacy Landreth Grau integrates research-based insights and practice-based innovation with a comprehensive introduction to the basics of marketing for small- and medium-sized organizations. She breaks the academic research into understandable and digestible points within her chapters, making this a great primer for nonprofit professionals and anyone interested in working for or starting a nonprofit. The book provides readers with an indispensable overview of marketing. This new edition highlights new and innovative organizations and how they are using methods new to the field. Grau explains the fundamentals of marketing for nonprofits. It is an ideal resource for courses in both business schools and social work programs, as well as nonprofit managers who are ready to explore new and innovative ways to support their organization. Upon finishing this book, readers will know how to integrate important aspects of marketing into the fabric of an organization's mission, including brand strategy, social media, market research, target audience selection, promotional tactics, and market valuation. "Marketing for Nonprofit Organizations: Insights and Innovations (second edition) is a comprehensive overview of the marketing process specifically for nonprofit and social impact organizations. This book covers important topics to non-profit professionals: branding, target audience selection, strategy, promotional tactics, including social media and evaluation. Insights are based primarily on academic research that has been published and now translated into usable information for professionals. Innovations highlights organizations who are doing things a different way and topics that are relatively new the field. The second edition includes many updated examples as well as new information on several topics such as social enterprise, design thinking, collective impact and narratives in nonprofits. Readers will find an organized, easy to read overview of the important considerations for marketing for new and established non-profit organizations and foundations"-- Provided by publisher The second edition of Marketing for Nonprofit Organizations provides an in-depth overview of marketing methods for anyone working in or looking to start a nonprofit or social impact organizations. The book includes key topics within marketing for small- and medium-sized organization, including brand strategy, social media, market research, target audience selection, promotional tactics, and market valuation A comprehensive overview of the marketing process specifically for nonprofit and social impact organizations. Covers important topics to non-profit professionals, ie branding, target audience selection, strategy, promotional tactics, including social media and evaluation. Insights are based primarily on academic research that has been published and now translated into usable information for professionals