Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations

Abstract

Part I -- Marketing Management Chapter 1 -- Introduction to Nonprofit Marketing Dimensions of Nonprofit Marketing Importance of Nonprofit Sector Types of Nonprofit Organizations Challenges Faced by the Nonprofit Sector Adoption of Marketing Approach Current Issues Book's Organization - Barry O'Mahoney and Michael Polonsky Chapter 2 -- Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Segmentation Mission - Defining a Focus and Scope Strategic Objectives to Achieve the Organization's Mission Differentiation Positioning Unique Value Proposition Branding Segmentation Chapter 3 -- Research in Nonprofit Organizations Publics of Nonprofits Orientations of Nonprofits Why Nonprofits Must Do Research Where Research Fits Into a Nonprofit's MIS The Research Process Chapter 4 -- Strategic Market Analysis and Planning for Public and Nonprofit Organizations Defining Strategic Marketing, Planning, and Management The Importance of Marketing Analysis and Planning The Interrelatedness of Marketing Topics The Basic Strategic Market Analysis Process Areas of Change That May Affect Strategic Planning Three Planning Situations Why is Strategic Planning Based in Marketing Theory? Organizational Culture, Values and Approach to Management Impacts Planning When Market-Based Strategic Planning Is Most Important Chapter 5 -- Offers in Nonprofit Organizations: Product and Place Offers in Nonprofit Organizations The Nonprofit Marketing Mix Identifying the Offer in Nonprofit Organizations The Five Levels of an Offer Offer Classification Managing Nonprofit Offers Nonprofit Offer Development Managing Nonprofit Distribution Chapter 6 -- Offers in Nonprofit Organizations: Promotion and Price Promotion -Marketing Communication Promotion Objectives The Promotional Mix Prices in Nonprofit Organizations Nonmonetary Prices of Nonprofit Offers Part II -- MARKETING TO DONORS AND VOLUNTEERS Chapter 7 -- Direct Marketing Tactics Importance of Direct Marketing Types of Direct Marketing Characteristics of Direct Marketing Developing a Direct Marketing Program Ethical Issues Managerial Issues Online Fundraising Chapter 8 -- Strategic Approaches to Attracting Major Gifts Major Gifts from Individual Donors A Nonprofit's Largest Donors Seeing Through the Eyes of the Donor The Potential Major-Gift Information File Traditional Tactics for Major-Gift Fund-Raising The Individual Major-Gift Donor Profile Tasks Related to Effective Nonprofit Major-Gift Development The Close - Asking for the Major Gift Alternative Major-Gift Formats for Prospect Consideration Chapter 9 -- Special Events in the Nonprofit Sector Special Events: Definition, Rationale, Planning and Design Scope of Events in the Nonprofit Sector Objectives of Special Events Strategic Issues in Producing Special Events Managing Special Events Marketing and Promoting Special Events Evaluating Special Events Chapter 10 -- Marketing to Volunteers Importance of Volunteers Classifying Volunteers Understanding Volunteer Motivations Marketing to Volunteers Virtual Volunteering Part III -- SPECIAL TOPICS Chapter 11 -- Social Marketing Introduction Changing Public Behavior Social Marketing Plan Issues Marketing: Changing Public Policy Involvement of the Business Sector Chapter 12 -- Cause-Related Marketing and Other Collaborations with the Business Sector Importance of Collaborating with the Business Sector Cost and Benefits Different Types of Relationships with Businesses Setting Objectives Finding a Corporate partner Managing the Relationship Model of Consumer Responses to Campaign Index