Successful Marketing Strategies for Nonprofit Organizations: Winning in the Age of the Elusive Donor, Edition 2

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From a leading expert on nonprofit marketing, the only marketinghandbook a nonprofit manager will ever need-now fully revised andupdated

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 nonprofitmarketers
  • Techniques for analyzing your market and developing acomprehensive marketing plan
  • Marketing strategies that will support fund-raising, promotenew services, and enhance your organization's reputation andvisibility
  • Methods 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.

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About the author

BARRY McLEISH is International Vice President at McConkey-Johnston International, a fundraising and marketing management consulting firm specializing in nonprofit organizations and associations. Before joining McConkey-Johnston, McLeish was the director of development for a $22 million nonprofit organization and served as project director for the organization's $30 million capital campaign. He is a frequent and popular seminar leader, having spoken at numerous conventions in the United States and Canada on fundraising, marketing, and market planning for nonprofit and for-profit organizations, including large marketing seminars for Merrill Lynch and the National Association of Manufacturers. He is the author of Yours, Mine, and Ours: Creating a Compelling Donor Experience (Wiley).

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Additional Information

John Wiley & Sons
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Published on
Oct 12, 2010
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Business & Economics / General
Business & Economics / Nonprofit Organizations & Charities / General
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Content Protection
This content is DRM protected.
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Available on Android devices
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PRAISE FOR Yours, Mine & Ours: Creating a Compelling DonorExperience

"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%."
--Ron Ward
Executive Director
Camp Berea

"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."
--Tony Lee
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.

BLUE OCEAN SHIFT is the essential follow up to Blue Ocean Strategy, the classic and 3.6 million copy global bestseller by world-renowned professors W. Chan Kim and Renee Mauborgne. Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people's confidence, and seize new growth, guiding you step-by-step through how to take your organization from a red ocean crowded with competition to a blue ocean of uncontested market space. By combining the insights of human psychology with practical market-creating tools and real-world guidance, Kim and Mauborgne deliver the definitive guide to shift yourself, your team, or your organization to new heights of confidence, market creation, and growth. They show why nondisruptive creation is as important as disruption in seizing new growth.

BLUE OCEAN SHIFT is packed with all-new research and examples of how leaders in diverse industries and organizations made the shift and created new markets by applying the process and tools outlined in the book. Whether you are a cash-strapped startup or a large, established company, nonprofit or national government, you will learn how to move from red to blue oceans in a way that builds your people's confidence so that they own and drive the process.

With battle-tested lessons learned from successes and failures in the field, BLUE OCEAN SHIFT is critical reading for leaders, managers, and entrepreneurs alike. You'll learn what works, what doesn't, and how to avoid the pitfalls along the way. This book will empower you to succeed as you embark on your own blue ocean journey. BLUE OCEAN SHIFT is indispensable for anyone committed to building a compelling future.
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