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

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9780471237181: Mission-Based Marketing: Positioning Your Not-for-Profit in an Increasingly Competitive World

A direct, practical guide that shows how you can lead your not-for-profit to success in a more competitive world. This book provides the knowledge and skills 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.

Other titles in the Mission-Based Management Series

Mission-Based Management: Leading Your Not-for-Profit into the 21st Century
Named "Best New Nonprofit Management Book" by the Nonprofit Management Association. The Association said, "The Nonprofit Management Association is pleased to spotlight the extraordinary work of Peter Brinckerhoff in his newest publication, Mission-Based Management: Leading Your Not-for-Profit into the 21st Century." The book was cited by the Nonprofit Management Association as "a great overall manager's and board member's guide to not-for-profits-quite laudable in that it's eminently readable and downright enjoyable."

Financial Empowerment: More Money for More Mission
Named "Best New Nonprofit Management Book" by the Nonprofit Management Association. This second volume of the widely respected Mission-Based Management Series outlines a not-for-profit organization's plan for financial success. It highlights the eight characteristics of financial empowerment, and provides the skills and concepts that a nonprofit organization and its managers will need to survive, including estimating cash needs, treating funders like valued customers, developing money-making businesses, determining the financial options that are available, and implementing an empowered budget process.

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From the Inside Flap:

Competition is a reality for most not-for-profits. Those organizations that become market-driven and develop marketing skills will thrive–and do a better job of providing mission.

Peter Brinckerhoff has worked with not-for-profits that are strong mission-based marketing organizations. He has seen what works and the leadership skills needed for success in a world where marketing matters.

Peter has also worked with organizations that are struggling to make the transition to a competitive environment.

From his experiences comes this sharply focused, practical guide to becoming a market-driven organization that will achieve its mission in a competitive world. Peter gives not-for-profit leaders the wisdom, experience, the successful strategies, and the needed skills. He also reveals the mistakes he has seen.

In the Second Edition, Peter appraises the trends that have dramatically affected the not-for-profit sector in the past several years, and explains how your organization can shape this shifting landscape to its ultimate benefit. Among other industry changes, he addresses:

  • Greater acceptance of not-for-profit advertising, as well as the application of other traditional business skills
  • Reduced costs from new technology, such as the capability to print your own marketing materials
  • Increased costs from new technology, such as the time and money required to create an effective Web site
  • Constantly increasing competition for good staff, good volunteers, donated dollars and goods, and, most importantly, for grants, contracts, and people to serve

Peter outlines the characteristics of a successful market-driven not-for-profit. You will learn how to become a market-driven organization and how to motivate board and staff to make the needed changes.

Peter shows how to respond to your markets while holding on to your core values. He outlines the three core customer service rules and shows how to turn your customers into your best referral network.

When you have finished this book, you will have an excellent hands-on understanding of marketing, competition, and your role in making your organization a successful survivor in the newly emerging competitive world.

About the Author:

PETERC.BRINCKERHOFF is President of Corporate Alternatives, Inc. (CAi), one of the most innovative consulting and training firms in North America. Since 1982, Peter has consulted with thousands of not-for-profit staff and board members, and has been a featured speaker at meetings throughout the United States.
Peter is the author of two award-winning books, Mission-Based Management and Financial Empowerment, both from Wiley. Peter's books are used as the core texts in over seventy graduate and undergraduate university programs in nonprofit management. Peter's articles have been published in Advancing Philanthropy, NonProfit World, Strategic Governance, the Journal of Nonprofit and Voluntary Sector Marketing, Communications, and the Grantsmanship Center News.
Peter received his bachelor's degree from the University of Pennsylvania and his master's degree in public health administration from Tulane. He is a former VISTA Volunteer and has served as a staff member, executive director, board member, and volunteer for numerous local, state, and national not-for-profits. Peter lives in Springfield, Illinois, with his wife Chris and their three children, Ben, Adam, and Caitlin.

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