Marketing the Nonprofit (Issue 18: New Directionsfor Philanthropic Fundraising-PF-Sponsored by Indiana University Center for Philanthropy)
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More About This Title Marketing the Nonprofit (Issue 18: New Directionsfor Philanthropic Fundraising-PF-Sponsored by Indiana University Center for Philanthropy)
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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.
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MARGARET M. MAXWELL is vice president for strategic planning and new ventures at The Children's Museum of Indianapolis; she also is a faculty member of The Fundraising School, a program of the Indiana University Center on Philanthropy.
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Understanding and Building the Nonprofit Brand (A. Smith).
Corporate Sponsorships: Building Revenues and Marketing Muscle (P. Martin).
Being Good Does Get You Something (K. Lee).
Sleeping with the Devil? Exploring Ethical Concerns Associated with Cause-Related Marketing (P. Cunningham).
The One-to-One Future of Fundraising (D. Peppers & M. Rogers).
Innovative Direct Marketing Techniques: Performance Effects in Art Organizations (S. Tapp & M. Arnold).
