- Paperback: 168 pages
- Publisher: Directory of Social Change (23 April 2003)
- Language English
- ISBN-10: 1903991382
- ISBN-13: 978-1903991381
- Product Dimensions: 22.8 x 15.2 x 1 cm
- Average Customer Review: 4.3 out of 5 stars See all reviews (6 customer reviews)
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Amazon Bestsellers Rank:
724,183 in Books (See Top 100 in Books)
- #88 in Books > Reference > Charities, Socities & Trusts
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
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.
From the Publisher
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.
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.
Inside This Book
(Learn More)
First Sentence
The advent of active fundraising in the UK can be dated back at least to the eleventh century. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
The advent of active fundraising in the UK can be dated back at least to the eleventh century. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful:
5.0 out of 5 stars
Integrated Marketing for charities,
This review is from: Marketing Strategy: For Effective Fundraising (Fundraising Series) (Paperback)
If you're a marketing graduate you'll certainly be aware of all the techniques and practices described by the author. But it's not a primer because the voluntary sector context, illustrations and examples make it a really useful guide to integrated marketing in the sector. As a relative new comer to fundraising I found it a valuable text to help with ammunition and ideas for a more integrated approach to marketing in a charity.
1 of 1 people found the following review helpful:
5.0 out of 5 stars
Marketing in the Voluntary Sector,
This review is from: Marketing Strategy: For Effective Fundraising (Fundraising Series) (Paperback)
I think the previous review is rather harsh. As a marketing graduate I'm certainly familiar with everything Maple writes about. However the style is very accessible and the examples and illustrations are excellent in terms of an integrated approach to marketing for the voluntary sector. As a relative new comer to fundraising I've certainly found it very useful in helping to justify additional investment in marketing and for a more strategic approach to be implemented. I rate the book as rather good.
5.0 out of 5 stars
Marketing for non-profits,
By A Customer
This review is from: Marketing Strategy: For Effective Fundraising (Fundraising Series) (Paperback)
Any graduate of marketing will be familiar with the techniques and theories explored. However, in the charity context, the clear illustrations and examples are really valuable and the arguments for an integrated approach have great relevance. As an experienced marketing practitioner, relatively new to the voluntary sector, I found the case studies and suggestions very helpful. It could be really useful for fundraisers seeking ammunition for additional investment in their marketing budgets.
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