For graduate courses in Nonprofit Marketing and Management.

This best-selling text focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.

SECTION I Developing a Customer Orientation
Chapter 1
The Growth and Development of Nonprofit Marketing
SECTION II Strategic Planning and Organization
Chapter 2
Developing a Customer-Centered Mindset
Chapter 3
Strategic Marketing Planning
Chapter 4
Understanding Consumer Behavior
Chapter 5
Acquiring and Using Marketing Information
Chapter 6
Segmentation, Positioning, and Branding
CHAPTER 7
Branding
SECTION III  Designing the Marketing Mix
Chapter 8
Managing the Organization’s Offerings
Chapter 9
Developing and Launching New Offerings
Chapter 10
Managing Perceived Costs
Chapter 11
Facilitating Marketing Behaviors
Chapter 12
Formulating Communications Strategies
Chapter 13
Managing Communications: Advertising and Personal Persuasion
Chapter 14
Managing Public Media and Public Advocacy
SECTION IV Developing and Organizing Resources
Chapter 15
Generating Funds
Chapter 16
Attracting Human Resources: Staff, Volunteers, and Boards
Chapter 17
Working with the Private Sector
Section V Organizing and Controlling Marketing Strategies
Chapter 18
Organizing for Implementation
Chapter 19
Marketing Evaluation, Monitoring, and Control

What are the most difficult challenges that marketers face in the world of non-profit marketing? How crucial is it to teach your students who the target audience is when starting up a nonprofit organization versus other key elements of marketing for the nonprofit sector?

The seventh edition emphasizes the challenges of non-profit marketing and having to influence multiple audiences for long-term success. Chapter one will introduce the three key publics needed for non-profit organizations to grow and prosper:

•     Clients – May or may not provide sales revenues, but whose patronage is a key indicator of success; Pg. XX

•     Funding Agencies – Businesses and individuals who have to see progress and social value in order to keep providing resources; Pg.  XX

•     Volunteers – Major resource outfits who find outfits like Habitat for Humanity International essential for achieving its goals; Pg. XX

In the private sector, one focus can guide action. In the non-profit world, many balls must be kept rolling forward—and sometimes success in one does not lead to success in another.

How much emphasis do you place on the STRATEGIES marketers use in the public sector?

In Chapter 3 on strategy, the authors make a clear distinction between two major classes of marketing challenges facing nonprofits to show the distinction between organizational and campaign efforts, particularly that on public relations.  

•    Organizational Level Challenges – These impact funding, volunteering, and broad choices about client missions; Pg. XX

•     Campaign Challenges – Efforts to focus on behavioral outcomes, including campaigns to get legislation, media attention, as well as more responsible behavior by citizens; Pg. XX

Branding is an increasingly “hot” topic in the nonprofit world.  How much class time do you take to cover this concept?

Nonprofits are recognizing that branding is critical at the organizational level and have even made efforts to determine the value of their organizational branding. This concept is critical for specific campaigns as in the truth campaign of the American Legacy Foundation (Pg. XX) and more non-profits are seeking ways to replicate their success. Chapter 7 (Pg. XX) focuses on the challenges of implementing a branding focus and how it is carried out.  

OTHER POINTS OF DISTINCTION

•    Reorganization of the chapter sequence, setting out broad concepts and tools in the beginning and following through on major elements of campaigns and challenges.
•    New vignettes drawn from the popular press.
•    Updates of all basic data about the nonprofit sector.
•    Thought-provoking questions have been added.
•    Hundreds of footnotes and references to marketing research.
•    Communications discussion have been extended in many chapter to include discussions of the new phenomena of blogging, video sharing, gaming, and related new channels for influence.