Synopses & Reviews
Acquire the tools you need to become a market-driven organization
With the increase in competition for government and private funding, volunteers, and ways of getting their message out to the people they serve, not-for-profits must adopt specific marketing strategies to achieve their goals. This practical, easy-to-use workbook provides key tools to help not-for-profits ensure that their organization pursues its mission, meets the changing needs of the community, and successfully competes for funding, clients, referral sources, staff, and board members. Both a companion to Peter Brinckerhoffs Mission-Based Marketing, Second Edition as well as an independent resource, the workbook equips not-for-profit managers and other employees with the means to run their organizations and communicate with a broad range of professionals more efficiently and effectively. The book offers targeted checklists, worksheets, and self-assessment guides, and also includes a customizable CD-ROM that contains all forms and materials within the book. Among other skills, readers will learn:
- How to become a market-driven organization
- How to develop a high-traffic Web site and take full advantage of online resources
- How to attract and retain quality staff
- How to turn your customers into your best referral network
Communications directors, marketing managers, and not-for-profit executives will find the Workbook to be an indispensable guide.
A companion to "Mission-Based Marketing, Second Edition," this practical, comprehensive, easy-to-use workbook provides key tools to help not-for-profits ensure that their organization pursues its mission, meets the changing needs of the community, and successfully competes for funding, clients, referral sources, staff, and board members.
About the Author
PETER C. BRINCKERHOFF is an internationally renowned trainer, author, and consultant to not-for-profit organizations. He brings years of experience in the field to his work, as he is a former board member of local, state, and national not-for-profits and has worked on the staff and as executive director of two regional not-for-profits. Since founding his consulting firm, Corporate Alternatives, in 1982, Mr. Brinckerhoff has helped thousands of organizations become more mission-capable.
Peter is the author of the award-winning books Mission-Based Management and Financial Empowerment as well as Mission-Based Marketing, Faith-Based Management, and Social Entrepreneurship, all published by Wiley. Peter's books are used as texts in undergraduate and graduate programs in not-for-profit management at over seventy colleges and universities.
A former VISTA volunteer, Peter received his bachelor of arts degree from the University of Pennsylvania and his master's degree in public health administration from Tulane University. He lives in Springfield, Illinois, with his wife and three children.
Table of Contents
About the Author.
1 Introduction: How to Get the Most Out ofThis Workbook.
2 Getting Your Team Started.
3 Benchmarking Your Organization: A BaselineAssessment Tool.
4 Organizational Flexibility.
5 The Marketing Cycle.
6 Who Are Your Markets?
7 Your Competition.
8 Asking Your Markets What They Want.
9 Better Marketing Materials.
10 Technology and Marketing.
11 Incredible Customer Service.
12 A Marketing Planning Process.
About the CD-ROM.