Espy is realistic about nonprofit budget constraints and recommends low-cost alternatives. Readers come away with a practical understanding of marketing and with a plan for determining what is important to their organizations. Order from Amherst H.Wilder Foundation. The writing is clear, lively, and logical. Ideas are explained by showcasing a sample case and examples from many types of nonprofit organizations.
Worksheets invite the reader to participate in the process.
Practical steps lead the reader through the analysis and design of a comprehensive marketing strategy. The fact that it looks like play only enhances the process. The activities needed to accomplish each step are described in sequential order, accompanied by worksheets. Readers who work through this highly readable book will create their own custom-designed marketing program along with a structure for evaluating results. Appendices are as good as the book itself, providing outlines of brainstorming techniques, market research methods, promotion tactics and an implementation plan.