Marketing for Nonprofit Organizations 2nd edition by Stacy Landreth Grau ISBN 0190090804 978-0190090807

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ISBN 10:  0190090804
ISBN 13: 978-0190090807
Author:  Stacy Landreth Grau 

Successful nonprofit marketing can capture the attention of donors, volunteers, legislators, and service consumers. Recognition like this can lead to a successful organization for years to come. The second edition of Marketing for Nonprofit Organizations provides various strategies to build upon when marketing for nonprofit and social impact organizations.

Stacy Landreth Grau integrates research-based insights and practice-based innovation with a comprehensive introduction to the basics of marketing for small- and medium-sized organizations. She breaks the academic research into understandable and digestible points within her chapters, making this a great primer for nonprofit professionals and anyone interested in working for or starting a nonprofit. The book provides readers with an indispensable overview of marketing.

This new edition highlights new and innovative organizations and how they are using methods new to the field. Grau explains the fundamentals of marketing for nonprofits. It is an ideal resource for courses in both business schools and social work programs, as well as nonprofit managers who are ready to explore new and innovative ways to support their organization. Upon finishing this book, readers will know how to integrate important aspects of marketing into the fabric of an organization’s mission, including brand strategy, social media, market research, target audience selection, promotional tactics, and market valuation.

Marketing for Nonprofit Organizations 2nd Table of contents:

Preface

• Introduction to Nonprofit Marketing
• Purpose and Structure of the 2nd Edition
• What’s New in This Edition
• How to Use This Book Effectively

Chapter 1: Introduction to Nonprofit Marketing

• Defining Nonprofit Marketing and Its Unique Challenges
• The Role of Marketing in Nonprofit Organizations
• Differences Between Nonprofit and For-Profit Marketing
• The Evolution of Nonprofit Marketing
• Key Principles and Strategies for Nonprofit Success

Chapter 2: Understanding Nonprofit Audiences

• Identifying and Segmenting Nonprofit Audiences
• Engaging Donors, Volunteers, and Beneficiaries
• Building Relationships with Key Stakeholders
• Understanding the Needs and Preferences of Different Audiences
• The Importance of Targeting for Nonprofit Success

Chapter 3: Crafting a Mission-Driven Marketing Strategy

• Developing a Marketing Plan Aligned with the Nonprofit Mission
• Setting Clear, Measurable Marketing Goals
• Creating a Value Proposition for Nonprofits
• Defining and Communicating the Nonprofit’s Impact
• Strategic Decision Making for Nonprofit Marketing

Chapter 4: Branding for Nonprofits

• Building and Managing a Nonprofit Brand
• Creating a Strong, Recognizable Brand Identity
• Aligning Brand Messaging with Mission and Values
• The Importance of Consistency Across Platforms
• Effective Storytelling for Nonprofit Brands

Chapter 5: Digital Marketing for Nonprofits

• Leveraging Digital Channels for Nonprofit Marketing
• Building an Engaging Nonprofit Website
• Using Social Media to Build Community and Awareness
• Creating Shareable Content to Drive Engagement
• Digital Fundraising Strategies
• Measuring Digital Marketing Success with Analytics

Chapter 6: Social Media Marketing for Nonprofits

• The Power of Social Media in Nonprofit Marketing
• Choosing the Right Social Platforms for Your Nonprofit
• Developing a Social Media Content Strategy
• Engaging with Followers and Building Relationships
• Using Social Media for Advocacy and Awareness Campaigns
• Fundraising and Campaigns on Social Media

Chapter 7: Fundraising and Marketing Campaigns

• Understanding the Relationship Between Marketing and Fundraising
• Creating Effective Fundraising Campaigns
• Direct Mail, Email, and Digital Fundraising Strategies
• Donor Engagement and Retention Strategies
• Building and Managing a Donor Database
• Leveraging Crowdfunding and Peer-to-Peer Campaigns

Chapter 8: Content Marketing and Storytelling for Nonprofits

• The Role of Content Marketing in Nonprofit Communications
• Developing a Content Strategy Focused on Impact
• Using Stories to Connect with Audiences Emotionally
• Creating Blogs, Videos, and Other Types of Content
• Sharing Impactful Stories Through Email, Website, and Social Media

Chapter 9: Event Marketing for Nonprofits

• The Importance of Events in Nonprofit Marketing
• Planning and Promoting Fundraising and Awareness Events
• Building Partnerships and Sponsorships for Events
• Virtual Events and Hybrid Events: Adapting to Change
• Maximizing Engagement and Attendance at Nonprofit Events
• Post-Event Engagement and Follow-Up

Chapter 10: Public Relations and Media Relations

• The Role of Public Relations in Nonprofit Marketing
• Building and Maintaining Relationships with the Media
• Crafting Press Releases and Media Kits
• Securing Media Coverage for Campaigns and Events
• Crisis Communications for Nonprofits
• Effective Public Speaking and Advocacy

Chapter 11: Ethical Marketing for Nonprofits

• The Importance of Ethics in Nonprofit Marketing
• Transparency and Accountability in Marketing Communications
• Addressing Challenges Around Fundraising and Donor Communication
• Ensuring Ethical Storytelling and Messaging
• Navigating Legal Issues in Nonprofit Marketing

Chapter 12: Marketing Research and Measuring Effectiveness

• The Role of Marketing Research in Nonprofit Strategy
• Conducting Audience Research: Surveys, Focus Groups, and Interviews
• Using Data to Improve Marketing Campaigns and Outreach
• Key Metrics for Evaluating Nonprofit Marketing Performance
• ROI and Measuring Impact: Understanding and Communicating Results
• Tools for Data Collection and Analysis in Nonprofits

Chapter 13: Engaging Volunteers and Building Partnerships

• Marketing Strategies for Engaging Volunteers
• Building and Maintaining Strong Volunteer Networks
• Partnership Marketing: Collaborating with Other Organizations and Corporations
• In-Kind Donations and Corporate Social Responsibility (CSR) Partnerships
• Engaging Local Communities and Grassroots Movements

Chapter 14: Building and Managing a Nonprofit Marketing Team

• The Structure of a Nonprofit Marketing Team
• Recruiting, Training, and Retaining Marketing Professionals
• Managing Volunteers and Staff for Effective Campaigns
• Working Across Departments: Collaboration with Fundraising, Programs, and Leadership
• Building a Collaborative Culture for Marketing Success

Chapter 15: Sustainability and Innovation in Nonprofit Marketing

• Trends and Innovations Shaping Nonprofit Marketing
• Leveraging Technology and Automation for Efficiency
• The Role of Sustainability in Nonprofit Marketing Practices
• Fundraising Innovations: Digital and Virtual Campaigns
• Preparing for the Future of Nonprofit Marketing

Conclusion

• Key Takeaways from the Book
• Practical Steps for Implementing Nonprofit Marketing Strategies
• Continuing to Evolve and Innovate in Nonprofit Marketing

Appendices

• A. Glossary of Nonprofit Marketing Terms
• B. Additional Resources for Nonprofit Marketing Professionals
• C. Recommended Reading and Tools
• D. Index

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