Marketing Nonprofit Programs and Services

The most helpful blAnd of theory and nuts-and-bolts practice I've seen. ?William E. Cameron, director, Philadelphia YMCA Management Resource Center Brings together in one volume the best concepts and methods to attract and satisfy customers, communicate an organization's message distinctly and effectively, and solve membership and program enrollment and retention problems. Focusing on how to get more customers, consumers, and volunteers, Herron shows how to evaluate the effectiveness of promotion efforts, and weighs the comparative advantages of various advertising and promotion media. A 15-point checklist for developing marketing strategy spells out the essential steps for finer marketing performance.

MARKETING AND NONPROFIT ORGANIZATIONS. The Role and Benefits of Marketing in Nonprofit Organizations. What Are You Selling? What Are They Buying? CONDUCTING COST EFFECTIVE MARKET RESEARCH. Who is Your Customer?: The Values and Techniques of Market Research. Target Marketing to Reach Your Best Customers. How Many Customers Do You Have?: Improving Your Market Share and Analyzing Your Competition. Strengthening Your Marketing Practices with Internal Audits. SUCCESSFUL MARKETING STRATEGIES. Promotion, Publicity and PR: Effective Ways to Get More Customers, Members, and Donors. Making Advertising Work for Your Nonprofit. Media Selection: Choosing the Right Mix. Packaging Programs and Services for Your Market. Strategies for Recruiting the Volunteers You Want Most. Your Marketing Strategy: Fifteen Steps for Putting It All Together.