Marketing the Nonprofit: the Challenge of Fundraising in a Consumer Culture New Directions for Philanthropic Fundraising, Number 18 |
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| Editor:
| Maxwell, Margaret M. |
| Series title: | J-B PF Single Issue Philanthropic Fundraising Ser. |
| ISBN: | 978-0-7879-9880-6 |
| Publication Date: | May 1998 |
| Publisher: | John Wiley & Sons, Incorporated
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| Book Format: | Paperback |
| List Price: | AUD $47.95 |
Book Description:
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This volume of
New Directions for PhilanthropicFundraising offers sound advice on how nonprofits can maketheir message heard and become more savvy in their efforts toattract donors, participants, and ultimately, greater revenue tosupport the programs that fulfill their mission. The authorsillustrate how partnerships with for-profit businesses can be aneffective marketing technique and suggest practical steps forattracting and maintaining corporate sponsorships. They...
More DescriptionThis volume of New Directions for PhilanthropicFundraising offers sound advice on how nonprofits can maketheir message heard and become more savvy in their efforts toattract donors, participants, and ultimately, greater revenue tosupport the programs that fulfill their mission. The authorsillustrate how partnerships with for-profit businesses can be aneffective marketing technique and suggest practical steps forattracting and maintaining corporate sponsorships. They explain theimportance of developing a brand identity and recommend a number ofbrand-building strategies. Authors also discuss how to developrelationships with individual donors by treating them as customers,and report on successful, innovative marketing programs that havebeen implemented by nonprofits.