Mission-Based Marketing: Positioning Your Not-for-Profit in an Increasingly Competitive World 3rd Edition

MISSION-BASED MARKETING
Positioning Your Not-for-Profit in an Increasingly Competitive World
THIRD EDITION

Return on investment. Social enterprise. Social marketing. Social networks. Market-based pricing. These terms are now nearly everywhere in the literature of the nonprofit world. But what do they mean to your mission, your staff, your board, and the people that your nonprofit serves? Mission-Based Marketing, Third Edition shows you how your organization can optimally react, respond, innovate, and, yes, prosper, in an increasingly competitive and rapid-response environment.

This significantly updated edition of this classic expands on the invaluable hows and whys of not-for-profit empowerment covered in the second edition to offer highly effective new ideas and new criteria for marketing success.

This Third Edition of Mission-Based Marketing provides comprehensive, hands-on guidance, addressing:

• Getting on board with nonprofit web sites, social networking, and new methods of communication
• Advances in technology, customer service in today’s world, and the effects of marketing on fundraising
• How your nonprofit can be both mission-based and market-driven
• Better ways to use technology in an always-online world
• The need for flexibility in your nonprofit
• The marketing cycle for a nonprofit
• Knowing your competition
• Active asking what it is and how you do it

The people your organization serves depend on you to be there to provide services to them. You need them to guide you with their wants, help you locate the opportunities to serve, and work with you to move your organization, your mission, and your community to new heights of effectiveness, well-being, and success. Revealing how top-quality not-for-profits do marketing, Mission-Based Marketing, Third Edition gives your organization the tools to ensure it’s doing it right, this year and throughout the twenty-first century.

PETER C. BRINCKERHOFF is an internationally renowned trainer, author, and consultant to nonprofit organizations. He brings years of experience in the field to his work, as he is a former board member of local, state, and national not-for-profits, and has worked on the staff and as executive director of two regional not-for-profits. Since foundinghis consulting firm, Corporate Alternatives, in 1982, Mr. Brinckerhoff has helped thousands of organizations become more mission-capable. He is the author of eight books on nonprofit management, including three that have won the Terry McAdam Book Award for Best Nonprofit Book of the Year. Mr. Brinckerhoff’s titles include the workbook associated with this book, Mission-Based Marketing Workbook, Second Edition, as well as Mission-Based Management, Third Edition; Mission-Based Management Workbook, Second Edition; Social Entrepreneurship; and Faith-Based Management, all published by Wiley.