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

If nonprofit managers reenvisioned their work as a series of marketing efforts for example, determining market share and auditing the organization′s market practices nonprofits would be better serves, says Doug Herron, yet few nonprofit managers are trained to think in these terms.
Drawing on thirty years of managing nonprofits and teaching workshops in the United States and Canada, Herron concludes that what nonprofit managers really want is smart, tried–and–true strategies for getting and keeping customers, not more marketing theory. In Marketing Nonprofit Programs and Services, he brings together in one volume the best concepts and methods to attract and satisfy customers, communicate the 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 fifteen–point checklist for developing marketing strategy spells out the essential steps for finer marketing performance.
This book is particularly helpful to organizations that rely on a mixed base of fees and contributions for support, such as Ys, museums, zoos, theaters, youth groups, and churches. Filled with accessible, proven marketing concepts explained and applied in terms of nonprofits, Marketing Nonprofit Programs and Services is written to be immediately useful to managers of any nonprofit organization, regardless of size.

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.

DOUGLAS B. HERRON is president of Campaign Associates, Inc., a fundraising and marketing firm for nonprofit organizations. He has wide executive fundraising experience with the YMCA or the USA and hundreds of local YMCAs. Herron is author of Marketing Management for Social Service and has taught courses at Stanford University and the University of San Francisco Graduate School of Nonprofit Management.

"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)