August 9, 2007 | Read Time: 1 minute
NEW BOOKS
Nonprofit Marketing: Best Practices
by John J. Burnett
Though marketing is often seen as a necessity for business but a luxury for charities, nonprofit organizations can greatly benefit from effective marketing strategies, writes John J. Burnett, a professor of marketing at the University of Denver.
Mr. Burnett’s guide gives nonprofit employees a background in creating persuasive, effective campaigns that appeal to their constituents. The book discusses how to figure out what clients want, convey information about the services and products being offered, work with the news media, distribute marketing messages, and efficiently deliver on marketed promises.
Mr. Burnett also discusses potential problems in applying marketing tactics to charity operations, including “static products” — such as AIDS testing — that cannot be modified to fit consumer wants, and the marketing inexperience of most nonprofit employees.
Not only can marketing bring in new donors and financial support, Mr. Burnett argues, it can also be essential to a nonprofit group’s purpose, such as persuading youths to stay away from gangs, enticing people to visit museums, or encouraging drug addicts to seek treatment.
Publisher: John Wiley & Sons, 111 River Street, Fourth Floor, Hoboken, N.J. 07030; (201) 748-6000; fax (201) 748-6088; http://www.wiley.com; 320 pages; $39.95; ISBN 978-0-471-79189-8.
