Marketing Workbook for Nonprofit Organizations Volume 2: Mobilize People for Marketing Success

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9780940069107: Marketing Workbook for Nonprofit Organizations Volume 2: Mobilize People for Marketing Success
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A new companion volume to the author's first workbook, this title shows marketing professionals how to put together a successful promotion campaign based on the most persuasive tool of all: personal contact. It shows how to mobilize your entire organization, staff, volunteers, and supporters in a focused, one-to-one, marketing campaign, using complete, easy-to-follow steps and worksheets, helpful for any size organization.

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From the Publisher:

Uncover your nonprofit’s hidden "sales force!" Here’s how to turn your nonprofit’s staff, board, and volunteers into active marketing representatives! Use this new guide to put together a successful promotional campaign based on the most persuasive tool of all: personal contact. Whether your goal is raising funds, recruiting volunteers, or selling tickets, the old saying, "people buy from people," is as true as ever. A postcard, phone call, face-to-face visit, even an e-mail—from someone we know—cuts through, gets our attention, and is more likely than anything to get us to act. Marketing Workbook Volume II: Mobilize People for Marketing Success shows you how to mobilize your entire organization, its staff, volunteers, and supporters in a focused, one-to-one marketing campaign. This unique guide gives you complete instructions, real-life examples, and detailed worksheets to create an effective campaign. Regardless of the size of your organization, you can use the ten steps in this book to:

* Reach ongoing fundraising, membership, enrollment, and volunteer recruitment goals

* Plan and carry out capital campaigns and generate attendance for major special events

* Build name recognition and awareness of your organization or cause * Increase the skills and confidence of everyone associated with your nonprofit to be effective marketing representatives Each workbook also comes with Pocket Guide for Marketing Representatives, a pocket guide available for all your representatives. In it, they can record key campaign messages and find motivational reminders. Complete, easy-to-follow steps make the process doable! Using the same concise style as in his top-selling Marketing Workbook Volume I, author Gary J. Stern shows you step-by-step how to:

* Get your organization’s support for the campaign

* Define the campaign’s scope and create a master action plan

* Form a marketing task force to set goals and strategies

* Recruit people for the right roles

* Motivate and give ongoing follow-up and support to representatives * Celebrate your successes and evaluate the campaign The workbook also gives you:

* Four marketing representative roles and how they work

* A simple and effective formula for targeting the best prospects

* Detailed instructions and sample agendas for motivational trainings

* 25 tips for marketing representatives to increase their effectiveness * Clear worksheets to keep your campaign organized and on track

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.

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