Marketing Strategy: For Effective Fundraising (Fundraising Series) [Paperback]

This addition to the "Fundraising" series looks at the key role played by marketing in successful fundraising. Drawing on the experiences of the author at the YMCA, Arthritis Care, Leonard Cheshire, Brook Animal Hospital and other charities, with contributions from many experts in the field, the book covers: why charities need marketing and why marketing needs charities; a brief history of marketing; preparing a marketing strategy; the charity as a brand; stakeholders and shareholders; volunteers - the unique benefit proposition; marketing communications; reaching the right audiences; marketing in the future; and jargon-busting marketing.

Drawing on the author's extensive charity experience of marketing with the YMCA, Arthritis Care, Leonard Cheshire and the Brooke Animal Hospital as well as commercial experience with Apple Computers and ITT,with contributions from many experts in this field, the book covers:
Why charities need marketing and why marketing needs charities
A brief history of marketing
Preparing a marketing strategy
The charity as a brand
stakeholders and shareholders
volunteers - the unique benefit proposition
marketing communications
reaching the right audiences
marketing over the next decade
sources of further help and reading.

The main thesis of the book is that whilst charities still have an awful lot to learn about marketing, and in particular integrated marketing, from the commercial world; the for profit sector can learn a tremendous amount from the not for profit world about effective tactical marketing and about getting quarts out of pint pots.

Peter Maple has been working in the voluntary sector over the last 12 years with a range of charities including: YMCA, Arthritis Care, Leonard Cheshire and the Brooke Hospital for Animals. Prior successful experience included senior marketing positions in a number of multinational communications companies.