August 22, 2002 | Read Time: 1 minute
Marketing Communications for Local Nonprofit Organizations: Targets and Tools
edited by Donald R. Self, Walter W. Wymer, and Teri Kline Henley
This collection of articles aims to help nonprofit organizations create a marketing strategy to improve their public image and gain a competitive advantage over other organizations that are aggressively pursuing funds, volunteers, and clients.
The book’s first section examines the groups an organization markets to or must try to satisfy — including employees, volunteers, board members, and donors. Vaughan C. Judd, a marketing professor at Auburn University at Montgomery, suggests that nonprofit groups get all of their employees involved in marketing, an approach originally applied in manufacturing firms. He describes the types of marketing knowledge needed by people in different types of jobs and how to attract and train people for those roles.
Other chapters in this section offer advice and strategies for developing alliances with for-profit organizations and “social entrepreneurs,” those who are on the cutting edge of innovative charitable work.
The “Tools” section of the book consists of tutorials on how to use advertising, the Internet, direct marketing, and other communications media to get a message across. Teri Kline Henley, director of the Donnelley Center for Nonprofit Communications, at Loyola U. in New Orleans, discusses marketing strategies and tools, taking into consideration an audience’s varying levels of knowledge. Other chapters in this section cover topics such as the use of promotional products and the Internet.
Publisher: Haworth Press, 10 Alice Street, Binghamton, N.Y. 13904-1580; (607) 722-5857 or (800) 429-6784; fax (607) 771-0012; getinfo@haworthpressinc.com; http://www.haworthpressinc.com; 265 pages; $34.95; I.S.B.N. 0-7890-1703-2.
