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Marketing Nonprofit Programs and Services: Proven and Practical Strategies to Get More Customers, Members, and Donors

Marketing Nonprofit Programs and Services: Proven and Practical Strategies to Get More Customers, Members, and Donors

Douglas B. Herron

ISBN: 978-0-787-90326-8 November 1996 Jossey-Bass 304 Pages

 Hardcover

In Stock

$52.00

Description

The most helpful blAnd of theory and nuts-and-bolts practice I've seen.
?William E. Cameron, director, Philadelphia YMCA Management Resource Center

Brings together in one volume the best concepts and methods to attract and satisfy customers, communicate an 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 15-point checklist for developing marketing strategy spells out the essential steps for finer marketing performance.
MARKETING AND NONPROFIT ORGANIZATIONS.

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.
"Marketing Nonprofit Programs and Services is practical, tested, and proven. It provides pragmatic applications and is the next best thing to having Doug Herron join your staff. You will immediately benefit from reading this book." (Joseph M. Geiger, executive director, Pennsylvania Association of Nonprofit Organizations)

"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)