Mission-Based Marketing: Positioning Your Not-for-Profit in an Increasingly Competitive World - Hardcover

Brinckerhoff, Peter C.

Hardcover

ISBN 10: 047060218X ISBN 13: 9780470602188

Publisher: Wiley, 2010

Synopsis

A direct, practical guide revealing how you can lead your not-for-profit to success through mission-based marketing

Now in a Third Edition, Mission-Based Marketing is a direct, practical guide showing how you can lead your not-for-profit to success in a more competitive world. This book provides the knowledge and skills you need to build a market-driven organization that holds onto its core values, does a better job of providing mission, and successfully competes for funding, clients, referral sources, staff, and board members.

• Includes new material on nonprofit websites, social networking and new methods of communication, advances in technology, customer service in today's world, and the effects of marketing on fundraising
• Goes beyond the hows and whys to include lots of hands-on advice and real-world examples
• Other titles by Brinckerhoff: Mission-Based Management: Leading Your Not-for-Profit In the 21st Century, Faith-Based Management: Leading Organizations That Are Based on More than Just Mission, and Social Entrepreneurship: The Art of Mission-Based Venture Development

Filled with new material, this book appraises the trends that have dramatically affected the not-for-profit sector in the past several years, and explains how an organization can shape this shifting landscape to its ultimate benefit.

About this title

About the Author

PETER C. BRINCKERHOFF is an internationally renowned trainer, author, and consultant to nonprofit organizations. He brings years of experience in the field to his work, as he is a former board member of local, state, and national not-for-profits, and has worked on the staff and as executive director of two regional not-for-profits. Since foundinghis consulting firm, Corporate Alternatives, in 1982, Mr. Brinckerhoff has helped thousands of organizations become more mission-capable. He is the author of eight books on nonprofit management, including three that have won the Terry McAdam Book Award for Best Nonprofit Book of the Year. Mr. Brinckerhoff's titles include the workbook associated with this book, Mission-Based Marketing Workbook, Second Edition, as well as Mission-Based Management, Third Edition; Mission-Based Management Workbook, Second Edition; Social Entrepreneurship; and Faith-Based Management, all published by Wiley.

From the Back Cover

MISSION-BASED MARKETING
Positioning Your Not-for-Profit in an Increasingly Competitive World
THIRD EDITION

Return on investment. Social enterprise. Social marketing. Social networks. Market-based pricing. These terms are now nearly everywhere in the literature of the nonprofit world. But what do they mean to your mission, your staff, your board, and the people that your nonprofit serves? Mission-Based Marketing, Third Edition shows you how your organization can optimally react, respond, innovate, and, yes, prosper, in an increasingly competitive and rapid-response environment.

This significantly updated edition of this classic expands on the invaluable hows and whys of not-for-profit empowerment covered in the second edition to offer highly effective new ideas and new criteria for marketing success.

This Third Edition of Mission-Based Marketing provides comprehensive, hands-on guidance, addressing:

• Getting on board with nonprofit web sites, social networking, and new methods of communication
• Advances in technology, customer service in today's world, and the effects of marketing on fundraising
• How your nonprofit can be both mission-based and market-driven
• Better ways to use technology in an always-online world
• The need for flexibility in your nonprofit
• The marketing cycle for a nonprofit
• Knowing your competition
• Active asking what it is and how you do it

The people your organization serves depend on you to be there to provide services to them. You need them to guide you with their wants, help you locate the opportunities to serve, and work with you to move your organization, your mission, and your community to new heights of effectiveness, well-being, and success. Revealing how top-quality not-for-profits do marketing, Mission-Based Marketing, Third Edition gives your organization the tools to ensure it's doing it right, this year and throughout the twenty-first century.

From the Inside Flap

MISSION-BASED MARKETING

Positioning Your Not-for-Profit in an Increasingly Competitive World

THIRD EDITION

Return on investment. Social enterprise. Social marketing. Social networks. Market-based pricing. These terms are now nearly everywhere in the literature of the nonprofit world. But what do they mean to your mission, your staff, your board, and the people that your nonprofit serves? Mission-Based Marketing, Third Edition shows you how your organization can optimally react, respond, innovate, and, yes, prosper, in an increasingly competitive and rapid-response environment.

This significantly updated edition of this classic expands on the invaluable hows and whys of not-for-profit empowerment covered in the second edition to offer highly effective new ideas and new criteria for marketing success.

This Third Edition of Mission-Based Marketing provides comprehensive, hands-on guidance, addressing:

• Getting on board with nonprofit web sites, social networking, and new methods of communication
• Advances in technology, customer service in today's world, and the effects of marketing on fundraising
• How your nonprofit can be both mission-based and market-driven
• Better ways to use technology in an always-online world
• The need for flexibility in your nonprofit
• The marketing cycle for a nonprofit
• Knowing your competition
• Active asking what it is and how you do it

The people your organization serves depend on you to be there to provide services to them. You need them to guide you with their wants, help you locate the opportunities to serve, and work with you to move your organization, your mission, and your community to new heights of effectiveness, well- being, and success. Revealing how top-quality not-for-profits do marketing, Mission-Based Marketing, Third Edition gives your organization the tools to ensure it's doing it right, this year and throughout the twenty-first century.

Edition details

• Publisher: Wiley
• Publication date: 2010
• Language: English
• ISBN 10: 047060218X
• ISBN 13: 9780470602188
• Binding: Hardcover
• Edition number: 3
• Number of pages: 256