Skip to main content

Marketing the Nonprofit: The Challenge of Fundraising in a Consumer Culture: New Directions for Philanthropic Fundraising, Number 18

Marketing the Nonprofit: The Challenge of Fundraising in a Consumer Culture: New Directions for Philanthropic Fundraising, Number 18

Margaret M. Maxwell (Editor)

ISBN: 978-0-787-99880-6

Jun 1998, Jossey-Bass

122 pages

Select type: Paperback

Out of stock

$29.00

Description

This volume of New Directions for Philanthropic Fundraising offers sound advice on how nonprofits can make their message heard and become more savvy in their efforts to attract donors, participants, and ultimately, greater revenue to support the programs that fulfill their mission. The authors illustrate how partnerships with for-profit businesses can be an effective marketing technique and suggest practical steps for attracting and maintaining corporate sponsorships. They explain the importance of developing a brand identity and recommend a number of brand-building strategies. Authors also discuss how to develop relationships with individual donors by treating them as customers, and report on successful, innovative marketing programs that have been implemented by nonprofits.
Understanding and Building the Nonprofit Brand (A. Smith).

Corporate Sponsorships: Building Revenues and Marketing Muscle (P. Martin).

Being Good Does Get You Something (K. Lee).

Sleeping with the Devil? Exploring Ethical Concerns Associated with Cause-Related Marketing (P. Cunningham).

The One-to-One Future of Fundraising (D. Peppers & M. Rogers).

Innovative Direct Marketing Techniques: Performance Effects in Art Organizations (S. Tapp & M. Arnold).