MARKETING STRATEGIES FOR
NONPROFIT ORGANIZATIONS

Siri Espy

In these days of dwindling public funds and growing public needs, socially responsible not-for-profit organizations are more important than ever. While the staff and board members of such organizations are long on good will, they are often short on know-how about ways in which to achieve their goals. Marketing Strategies for Nonprofit Organizations is a practical, easy to read guide to marketing strategy for the nonprofit organization. Written for the student and the practitioner of nonprofit management, the book provides a concise overview of marketing that can help the reader develop and apply an understanding of marketing principles. Full of examples of nonprofit marketing at work, this book helps the small and large organization alike to apply a marketing orientation to all aspects of operation, and to set and achieve marketing goals. This lively book tells how many of the concepts and strategies used to sell products can be adapted for worthy causes.

Contents
Preface

References
Index

Features

• The book provides an overview of the concept of marketing and its importance to the nonprofit sector.
• There are examples of strategic planning, and why strategy is a vital component of the marketing effort.
• The text teaches how to understand the consumers of nonprofit services.
• Instructions for developing marketing plans are included throughout the text.
• Instructions for designing a marketing communication program are included.
• The author analyzes the environment in which marketing efforts must take place.
• Case studies are provided in every chapter.

1993 165 pages ISBN: 0-925065-34-x paper Price $29.95

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