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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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What Do Customers Ultimately Buy After Viewing This Item?
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60% buy the item featured on this page: Marketing Strategy: For Effective Fundraising (Fundraising Series) £21.78 |
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12% buy The Complete Fundraising Handbook £20.68 |
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10% buy Charity Marketing: Meeting Need Through Customer Focus £18.18 |
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10% buy The Zen of Fundraising: 89 Timeless Ideas to Strengthen and Develop Your Donor Relationships £8.59 |
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