Marketing Nonprofit Programs and Services
Subtitle: Proven and Practical Strategies to Get More Customers, Members, and Donors (Jossey Bass Nonprofit & Public Management Series)
Edition: 1st ed edition
Publisher: Jossey-Bass
Published: November 5, 1996
Language: eng
Format: Hardcover
Number of pages: 282
ISBN-13: 9780787903268
Subjects: Management & management techniques; Sales & marketing; Reference; Non-Profit Organizations Management; Business / Economics / Finance; Marketing - General; Nonprofit Organizations & Charities; Business & Economics / Nonprofit Organizations & Charities; Marketing; Nonprofit organizations
First sentence: Marketing is what nonprofit organization (NPO) managers do all the time.
Description: Nonprofits would be better served, says Doug Herron, if managers reenvisioned their work as a series of marketing efforts - for example, determining market share and auditing the organization's market practices - yet few nonprofit managers are trained to think in these terms.

In Marketing Nonprofit Programs and Services, he brings together in one volume the best concepts and methods for attracting and satisfying customers, communicating the organization's message distinctively and effectively, and solving membership and program enrollment and retention problems.

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.