Drawing on thirty years of managing nonprofits and teaching workshops in the United States and Canada, Herron concludes that what nonprofit managers really want is smart, tried–and–true strategies for getting and keeping customers, not more marketing theory. In Marketing Nonprofit Programs and Services, he brings together in one volume the best concepts and methods to attract and satisfy customers, communicate the 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 fifteen–point checklist for developing marketing strategy spells out the essential steps for finer marketing performance.
This book is particularly helpful to organizations that rely on a mixed base of fees and contributions for support, such as Ys, museums, zoos, theaters, youth groups, and churches. Filled with accessible, proven marketing concepts explained and applied in terms of nonprofits, Marketing Nonprofit Programs and Services is written to be immediately useful to managers of any nonprofit organization, regardless of size.
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.
"The most helpful blend of theory and nuts–and–bolts practice I′ve seen. The discussion of target marketing alone is worth the price of the book." (William E. Cameron, director, Philadelphia YMCA Management Resource Center)