Marketing Nonprofit Programs and Services: Proven and Practical Strategies to Get More Customers, Members, and Donors (Jossey-Bass Nonprofit Sector) [Hardcover]

Douglas B. Herron (Author)

Book Description

ISBN-10: 0787903264 | ISBN-13: 978-0787903268 | Publication Date: November 5, 1996 | Edition: 1st

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.

Editorial Reviews

Review

"Marketing Nonprofit Programs and Services is practical, tested, and proven. It provides pragmatic applications and is the next best thing to having Doug Herron join your staff. You will immediately benefit from reading this book." (Joseph M. Geiger, executive director, Pennsylvania Association of Nonprofit Organizations)

"The most helpful blend of theory and nuts-and-bolts practice I've seen. The discussion of target marketing alone is worth the price of the book." (William E. Cameron, director, Philadelphia YMCA Management Resource Center)

From the Inside Flap

If nonprofit managers reenvisioned their work as a series of marketing efforts—for example, determining market share and auditing the organization's market practices—nonprofits would be better serves, says Doug Herron, yet few nonprofit managers are trained to think in these terms. Drawing on thirty years of managing nonprofits and teaching workshops in the United States and Canada, Herron concludes that what nonprofit managers really want is smart, tried-and-true strategies for getting and keeping customers, not more marketing theory. In Marketing Nonprofit Programs and Services, he brings together in one volume the best concepts and methods to attract and satisfy customers, communicate the 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 fifteen-point checklist for developing marketing strategy spells out the essential steps for finer marketing performance. 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.

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Product Details

• Hardcover: 282 pages
• Publisher: Jossey-Bass; 1st edition (November 5, 1996)
• Language: English
• ISBN-10: 0787903264
• ISBN-13: 978-0787903268
• Product Dimensions: 9.3 x 6.3 x 1 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Amazon Best Sellers Rank: #1,427,551 in Books (See Top 100 in Books)

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