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Full Description
Help your nonprofit organization keep up with the competition!As the competition for funding among nonprofit organizations becomes more intense, so does the need to develop survival strategies that focus limited resources in the most effective ways. Marketing Communications for Local Nonprofit Organizations: Targets and Tools presents proven methods for effectively reaching the target markets essential to your organization's future. This practical guidebook is divided into two easy-to-use sections: "Targets" details how to develop employees and volunteers, form alliances with for-profit organizations, and develop social entrepreneurship programs; "Tools" explains how to make maximum use of communications and media (advertising, direct marketing, public relations), fundraising, and Internet and e-commerce potential.Marketing Communications for Local Nonprofit Organizations: Targets and Tools also provides expert guidance on:
multimedia marketing, including Web conferencing
event planning and promotion
branding and positioning promotional products
tax, legal, cultural, and financial issues
and much more!Marketing Communications for Local Nonprofit Organizations: Targets and Tools is an essential handbook for nonprofit organizations as they struggle against reduced government funding and a rapidly changing environment. Educators and students will also find the book invaluable as a how-to marketing guide based on effective methods and proven strategies.
Contents
Introduction
The Targets: Beyond Clients
Toward a Customer-Orientation and a Differentiated Position in a Nonprofit Organization: Using the 5th P—People
Social Entrepreneurship: Managerial, Finance and Marketing Aspects
Nonprofit-Business Alliance Model: Formation and Outcomes
Conceptual Foundations and Practical Guidelines for Recruiting Volunteers to Serve in Local Nonprofit Organizations: Part I
Conceptual Foundations and Practical Guidelines for Retaining Volunteers Who Serve in Local Nonprofit Organizations: Part II
Integrated Marketing Communications for Local Nonprofit Organizations
Information Search: External Secondary Information for Strategic Marketing Planning in Nonprofit Organizations
Integrated Marketing Communications for Local Nonprofit Organizations: Developing an Integrated Marketing Communications Strategy
Integrated Marketing Communications for Local Nonprofit Organizations: Communications Tools and Methods
Expanding Your Communication Budget with Group Collaborative Technology
Integrated Marketing Communications for Local Nonprofit Organizations: Messages in Nonprofit Communications
Fundraising Direct: A Communications Planning Guide for Charity Marketing
Promotional Products: Adding Tangibility to Your Promotions
Strategic Internet and E-Commerce Applications for Local Nonprofit Organizations
Index
Reference Notes Included