商品簡介
The most helpful blAnd of theory and nuts-and-bolts practice I've seen.
?William E. Cameron, director, Philadelphia YMCA Management Resource Center
Brings together in one volume the best concepts and methods to attract and satisfy customers, communicate an 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 15-point checklist for developing marketing strategy spells out the essential steps for finer marketing performance.
作者簡介
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.
目次
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.
