Marketing for nonprofit organizations : insights and innovations

241 Pages·2021·8.989 MB·English

by  Stacy Landreth Grau

Marketing for Nonprofit Organizations

Marketing for Nonprofit
Organizations
Insights and Innovations
Second Edition
STACY LANDRETH GRAU
1
3
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Library of Congress Cataloging-i n- Publication Data
Names: Grau, Stacy Landreth, author.
Title: Marketing for nonprofit organizations : insights and innovations /
Stacy Landreth Grau.
Description: Second Edition. | New York : Oxford University Press, 2021. |
Revised edition of the author’s Marketing for nonprofit organizations, [2014] |
Includes bibliographical references and index.
Identifiers: LCCN 2020033779 (print) | LCCN 2020033780 (ebook) |
ISBN 9780190090807 (paperback) | ISBN 9780190090821 (epub) |
ISBN 9780190090838
Subjects: LCSH: Nonprofit organizations— Marketing.
Classification: LCC HF5415 .G638 2021 (print) | LCC HF5415 (ebook) |
DDC 658.8— dc23
LC record available at https://l ccn.loc.gov/ 2020033779
LC ebook record available at https://l ccn.loc.gov/ 2020033780
DOI: 10.1093/ oso/ 9780190090807.001.0001
1 3 5 7 9 8 6 4 2
Printed by Marquis, Canada
Contents
List of Figures ix
List of Tables xi
1. Nonprofit Marketing 1
Marketing Everywhere 2
What Is Marketing? 6
Nonprofit Marketing 7
Nonprofit Organizations’ Perceptions of Marketing 12
A New Era of Need 15
Your Roadmap to the Rest of the Book 22
Impact Terms 24
Review Questions 24
2. The Heart of the Organization: The Nonprofit Brand 27
What Is a Brand? 28
Importance of Branding for Nonprofits 33
Marketing Strong Nonprofit Brands 36
The Brand Audit 39
What Are You Looking For? 44
The Power of Stories 46
Impact Terms 54
Review Questions 55
3. Strategic Marketing Planning for Nonprofit Organizations 58
The Case for Strategic Planning 60
The Strategic Planning Process 62
Building Alignment 75
Securing Partnerships for Strategic Planning 76
Impact Terms 82
Review Questions 82
4. Understanding and Engaging with Your Stakeholders 85
Target Audiences 88
Segmentation 92
Factors for Segmentation 95
The Targeting Process 101
Creating Personas 102
Positioning Strategies 103
How Volunteers Make Decisions 104
vi Contents
Impact Terms 107
Review Questions 107
5. Gaining Insight: Marketing Research for
Competitive Advantage 109
What Is Marketing Research? 111
The Marketing Research Process 115
The Importance of Being a Learning Organization 127
Using Social Media to Develop a Listening System 129
Impact Terms 134
Review Questions 134
6. Products, Services, and Delivery: The Importance
of Innovation 136
Products and Services: Discovering the Value Proposition 137
The Product Life Cycle 141
Where Do Ideas Come From? Developing New Idea Sources 144
Criteria for Evaluating New Ventures 147
Evaluating Existing Programs and Services 150
Partnerships and Alliances 152
The Importance of Innovation for Nonprofit Organizations 153
Impact Terms 154
Review Questions 155
7. Marketing Communication for Nonprofit Organizations 157
Promotion and the Changing Nature of Communication 159
Ways to Organize Media: Paid Media, Earned Media, and
Owned Media 162
How to Plan: Issues That Affect Promotion Choice 182
Developing the Message Strategy 184
Impact Terms 186
Review Questions 187
8. Marketing Communication Measurement and Evaluation 189
Relationships Matter 190
The Importance of a Good Evaluation System 191
Measuring Paid Media 194
Measuring Earned Media 195
Measuring Owned Media 199
Marketing Issues to Measure 203
Crisis Communications 204
Impact Terms 206
Review Questions 206
Contents vii
Appendices 209
Appendix A: Marketing Plan Outline 209
Appendix B: Marketing Communications Plan Outline 209
About the Author 211
Index 213

List of Figures
5.1 Steps in the marketing research process 116
6.1 Product life cycle 142