In Successful Marketing Strategies for NonprofitOrganizations, Second Edition, nonprofit marketing guru BarryJ. McLeish shares everything he's learned during more than twodecades managing and consulting nonprofits of every shape and size.Skipping all the arcane theory and the business school jargon, hegives you clear, step-by-step advice and guidance and all the toolsyou need to develop and implement a sophisticated marketing programtailored to your organization's needs and goals.New sections on the new media available to nonprofitmarketersTechniques for analyzing your market and developing acomprehensive marketing planMarketing strategies that will support fund-raising, promotenew services, and enhance your organization's reputation andvisibilityMethods for developing a marketing program that reaches boththe consumers of your service and the donors who support yourorganization
Do you need to breathe new life into your existing marketingdepartment? Successful Marketing Strategies for NonprofitOrganizations, Second Edition gives you the tools, theknow-how, and the confidence you need to succeed.
"Using the principles penned in this book, Barry McLeish has helpedour nonprofit grow its customer base 400% with plans to double ityet again approved by our board. The creation of a compelling donorexperience has increased gifts 1,000%."
"Nonprofits face constant pressure from a public scrutinizing ourevery move, demanding more service for less cost. Into this perfectstorm, Barry McLeish has cast a lifeline. He has given us the powerto discern snake oil from salve and to craft custom strategies forour unique organizations. Those who survive the future shakeout andfragmentation of our industry will owe an eternal debt of gratitudeto the likes of Barry McLeish and his tribe."
Associate Director of Development
Habitat for Humanity
"Becoming more donor-centric is not a choice--it's a strategicimperative. This timely book from a seasoned and very savvypractitioner sounds an urgently needed wake-up alarm for nonprofitsthat have yet to align their work with the hearts and minds oftheir donors. If you're an executive or board member of anonprofit, after reading this book don't even dream of hitting thesnooze button. In today's environment, it could well be yourorganization's last nap."
--Larry F. Johnston, PhD
McConkey, Johnston International
"Keeping up with the sea change in the business of philanthropy hasbecome a full-time job for fundraisers and for managers ofnonprofits. McLeish's book explores the expanded expectations oftwenty-first-century donors and offers a road map to guidedevelopment professionals in building meaningful relationships thatwill insure years of engaged support. This book goes beyondconventional concepts of branding and marketing into the creationof authentic partnerships between donors and organizations."
--Linda G. Steckley
Vice President for Development and Executive Education
The Brookings Institution
"The words of Albert Szent-Gyorgyi, the biochemist, summarizeBarry's latest thoughts: 'Discovery consists of seeing whateverybody has seen and thinking what nobody has thought.' Thereader who captures Barry's insights and personally adapts andapplies them will benefit greatly."
--Larry Fuhrer, Founder/President
Presidential Services Ltd.