Marketing Workbook for Nonprofit Organizations Volume 1: Develop the Plan, 2nd Edition (Marketing Workbook for Nonprofit Organizations, 1) - Softcover

Stern, Gary J.

Softcover

ISBN 10: 0940069253 ISBN 13: 9780940069251

Publisher: Fieldstone Alliance, 2001

Synopsis

Don't just wish for marketing results—get them! If marketing seems too commercial or too complex, or if your current efforts aren't delivering results, this book is for you. With this helpful guide, you can create a simple, usable marketing plan designed to get results! Since its first edition in 1990, the Marketing Workbook has helped thousands like you use marketing to reach the people you want to help—and attract the money and support your organization deserves. Now, this updated second edition offers an easy-to-follow five-step process to create an effective marketing plan; provides an expanded resources section including Internet examples; and includes ""web wisdom"" to help you set reasonable web goals, build an on-line reputation, and learn about the possibilities and pitfalls of web promotion. Use it to be sure you have the right services to meet people's needs; reach the audiences you want with a message that motivates people to respond; and make a strong impact in your community and beyond. This book will guide you through each stage of the marketing process. You'll learn how to link marketing with strategic planning, set goals and evaluate your success, conduct a marketing audit using the Six Ps of Marketing, position your organization in a unique niche, and develop a marketing plan and promotional campaign. Plus, you also get 27 proven promotional techniques, dozens of tips for writing and design, a sample marketing plan, a case study of how one nonprofit implemented their plan, and much more! Get the Marketing Workbook and start putting the power of marketing to work in your organization!

About this title

About the Author:

Gary J. Stern is president of Stern Consulting International, specializing in social sector strategy, marketing, and organizational performance. In addition to this book, which was adapted as the official marketing workbook of United Way of America, he is the author of Marketing Workbook Volume II: Mobilize People for Marketing Success. Gary coauthored, with Peter F. Drucker, the revised edition of the Drucker Foundation Self-Assessment Tool and leads the Drucker Foundation Training Team.

Formerly senior consultant with the Amherst H. Wilder Foundation, Gary J. Stern is a noted speaker and trainer. He has presented at the Stanford University Graduate School of Business, at Drucker Foundation Leadership and Management Conferences, for the United Way of Canada—Centraide Canada, and Fundacion Compromiso of Argentina.

Review:

"A priceless tool for fundraising campaigns. Shows that marketing and promotion are universal vehicles, not the exclusives of private business." -- William T. Merritt, President/CEO, National Black United Fund, Inc.

"Clear and compelling... I am delighted to see this new edition!" -- Peggy Morrison Outon, Executive Director, Bayer Center for Nonprofit Management at Robert Morris College, Pittsburgh, PA

"The best has gotten better. This compact, well-organized volume is an indispensable tool." -- Mal Warwick, Chairman, Mal Warwick & Associates, Inc., Author, How to Write Successful Fundraising Letters, Berkeley, CA

"What an excellent tool to assist the nonprofit sector in planning a marketing approach." -- Brian Arett, Fargo Senior Commission, Inc., Fargo, ND

"Whether you are an executive director, trustee, fundraiser, or program assistant, this workbook will help you strengthen your organization." -- Paul Connolly, Vice President, TCC Group, New York

About this edition

• Publisher: Fieldstone Alliance
• Publication date: 2001
• ISBN 10: 0940069253
• ISBN 13: 9780940069251
• Binding: Paperback
• Number of pages: 208