Marketing the Nonprofit: The Challenge of Fundraising in a Consumer Culture: New Directions for Philanthropic Fundraising (J-B PF Single Issue Philanthropic Fundraising) [Paperback]

Margaret M. Maxwell (Editor)

Book Description

ISBN-10: 078799880X | ISBN-13: 978-0787998806 | Publication Date: June 8, 1998 | Edition: 1

This volume of New Directions for Philanthropic Fundraising offers sound advice on how nonprofits can make their message heard and become more savvy in their efforts to attract donors, participants, and ultimately, greater revenue to support the programs that fulfill their mission. The authors illustrate how partnerships with for-profit businesses can be an effective marketing technique and suggest practical steps for attracting and maintaining corporate sponsorships. They explain the importance of developing a brand identity and recommend a number of brand-building strategies. Authors also discuss how to develop relationships with individual donors by treating them as customers, and report on successful, innovative marketing programs that have been implemented by nonprofits.

Editorial Reviews

From the Inside Flap

Television, radio, direct mail, billboards, phone solicitations, emails, and web sites bombard us with advertising-declaring how product X will make life easier and more fulfilling, and providing a sometimes overwhelming amount of information and options. Today's consumers, who must weed through this "noise" to make informed choices, have come to expect increased sophistication in all of the messages delivered to them, even those from nonprofit organizations describing the good work they do. This volume of New Directions for Philanthropic Fundraising offers sound advice on how nonprofits can make their message heard and become more savvy in their efforts to attract donors, participants, and ultimately, greater revenue to support the programs that fulfill their mission. The authors illustrate how partnerships with for-profit businesses can be an effective marketing technique and suggest practical steps for attracting and maintaining corporate sponsorships. They explain the importance of developing a brand identity and recommAnd a number of brand-building strategies. Authors also discuss how to develop relationships with individual donors by treating them as customers, and report on successful, innovative marketing programs that have been implemented by nonprofits. This is the 18th issue of the quarterly journal New Directions for Philanthropic Fundraising. For more information on the series, please see the Journals and Periodicals section.

From the Back Cover

Television, radio, direct mail, billboards, phone solicitations, emails, and web sites bombard us with advertising-declaring how product X will make life easier and more fulfilling, and providing a sometimes overwhelming amount of information and options. Today's consumers, who must weed through this "noise" to make informed choices, have come to expect increased sophistication in all of the messages delivered to them, even those from nonprofit organizations describing the good work they do. This volume of New Directions for Philanthropic Fundraising offers sound advice on how nonprofits can make their message heard and become more savvy in their efforts to attract donors, participants, and ultimately, greater revenue to support the programs that fulfill their mission. The authors illustrate how partnerships with for-profit businesses can be an effective marketing technique and suggest practical steps for attracting and maintaining corporate sponsorships. They explain the importance of developing a brand identity and recommend a number of brand-building strategies. Authors also discuss how to develop relationships with individual donors by treating them as customers, and report on successful, innovative marketing programs that have been implemented by nonprofits. This is the 18th issue of the quarterly journal New Directions for Philanthropic Fundraising. For more information on the series, please see the Journals and Periodicals section.

See all Editorial Reviews

Product Details

• Paperback: 122 pages
• Publisher: Jossey-Bass; 1 edition (June 8, 1998)
• Language: English
• ISBN-10: 078799880X
• ISBN-13: 978-0787998806
• Product Dimensions: 8.9 x 5.9 x 0.3 inches
• Shipping Weight: 6.1 ounces (View shipping rates and policies)
• Amazon Best Sellers Rank: #4,947,695 in Books (See Top 100 in Books)