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

A direct, practical guide revealing how you can lead your not-for-profit to success through mission-based marketing Now in a Third Edition, Mission-Based Marketing is a direct, practical guide showing how you can lead your not-for-profit to success in a more competitive world. This book provides the knowledge and skills you need to build a market-driven organization that holds onto its core values, does a better job of providing mission, and successfully competes for funding, clients, referral sources, staff, and board members. Includes new material on nonprofit websites, social networking and new methods of communication, advances in technology, customer service in today's world, and the effects of marketing on fundraising Goes beyond the hows and whys to include lots of hands-on advice and real-world examples Other titles by Brinckerhoff: Mission-Based Management: Leading Your Not-for-Profit In the 21st Century, Faith-Based Management: Leading Organizations That Are Based on More than Just Mission, and Social Entrepreneurship: The Art of Mission-Based Venture Development Filled with new material, this book appraises the trends that have dramatically affected the not-for-profit sector in the past several years, and explains how an organization can shape this shifting landscape to its ultimate benefit.

Table of Contents:
Acknowledgments xi About the Author xiii Chapter 1 Introduction 1 Overview 1 A Competitive and Always-Online World 3 Who This Book is Written For 7 The Benefits of Reading This Book 8 Preview of the Book 9 Recap 13 Chapter 2 Marketing: A Key to Better Mission 15 Overview 15 The Characteristics of a Mission-Based, Market-Driven Organization 16 Meeting Customer Wants 18 Treating Everyone Like a Customer 22 What about Your Competition? 23 A Team Effort 27 Recap 31 Discussion Questions 32 Chapter 3 Being Mission Based and Market Driven 33 Overview 33 Which is Right, the Markets or the Mission? 34 Moving with the Markets and Maintaining Your Mission 37 The Never-Ending Marketing Cycle 41 The Results of Becoming Market Driven 42 Motivating Board and Staff 44 Holding On to Your Core Values 49 Recap 53 Discussion Questions 54 Chapter 4 Being Flexible and Innovating with the Market 57 Overview 57 The Need for Flexibility 58 Retaining the Capacity for Flexibility 62 Being a Change Leader 68 The Pace of Change in a Competitive Environment 70 Recap 74 Discussion Questions 75 Chapter 5 The Marketing Cycle for a Nonprofit 77 Overview 77 The Marketing Cycle That Works 78 The Marketing Disability of Most Nonprofits 92 The Marketing Cycle and Your Competitors 94 Recap 97 Discussion Questions 98 Chapter 6 Who are Your Markets? 99 Overview 99 Market Identification and Quantification 100 Market Segmenting 108 Focusing on Target Markets 111 Treating All Your Markets Like Customers 112 Recap 116 Discussion Questions 116 Chapter 7 Who are Your Competitors? 119 Overview 119 Identifying Your Competition 120 Studying the Competition 129 Focusing on Your Core Competencies 137 Recap 139 Discussion Questions 139 Chapter 8 Asking Your Markets What They Want 141 Overview 141 Surveys 142 Focus Groups 150 Informal Asking 153 Asking (and Listening) Online 155 Asking Mistakes 157 After Asking 159 Recap 160 Discussion Questions 162 Chapter 9 Better Marketing Materials 163 Overview 163 The Problems with Most Nonprofits’ Marketing Materials 164 Solving Customers’ Problems 169 Things to Include in Your Marketing Materials 171 Things to Avoid in Your Marketing Materials 174 Developing Different Materials for Different Markets 176 Recap 177 Discussion Questions 179 Chapter 10 Technology and Marketing 181 Overview 181 Tech is an Accelerator of Good Marketing 182 (Your Web Site is) Your First Chance to Make a Good Impression 184 Asking and Listening 188 Beware the Digital Divide 191 Social Networking/Social Media 193 What’s Next? 194 Recap 194 Discussion Questions 195 Chapter 11 Incredible Customer Service 197 Overview 197 Three Customer Service Rules 199 The Customer is Not Always Right, but the Customer is Always the Customer, so Fix the Problem 200 Customers Never Have Problems; They Always Have Crises, so Fix the Problem Now 200 Never Settle for Good Customer Service—Seek Total Customer Satisfaction 205 The Unhappy Customer 209 Regular Customer Contact 211 Turning Customers into Referral Sources 213 Recap 215 Discussion Questions 215 Chapter 12 A Marketing Planning Process 217 Overview 217 Developing Your Marketing Team 218 An Asking Schedule 221 Targeting Your Marketing Effort 224 A Marketing Plan Outline 226 Marketing Planning Software 232 Recap 232 Discussion Questions 233 Final Words 235 Index 237

About the Author :
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.