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

by Peter Maple (Author) "The advent of active fundraising in the UK can be dated back at least to the eleventh century ..." (more)
4.3 out of 5 stars  See all reviews (6 customer reviews)
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Customers buy this book with The Complete Fundraising Handbook by Nina Botting

Marketing Strategy: For Effective Fundraising (Fundraising Series) + The Complete Fundraising Handbook
Price For Both: £41.98

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  • This item: Marketing Strategy: For Effective Fundraising (Fundraising Series) by Peter Maple

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    Dispatched from and sold by Amazon.co.uk.
    This item Delivered FREE in the UK with Super Saver Delivery. See details and conditions

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Product details

  • 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)
  • Amazon.co.uk Sales Rank: 48,943 in Books (See Bestsellers in Books)

    Popular in these categories:

    #2 in  Books > Reference > Charities & Voluntary Services
    #29 in  Books > Business, Finance & Law > Management > Strategy
    #95 in  Books > Reference > Directories

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  • See Complete Table of Contents

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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.
See all Product Description
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
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Customer Reviews

6 Reviews
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Average Customer Review
4.3 out of 5 stars (6 customer reviews)
 
 
 
 
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Most Helpful Customer Reviews

 
5 of 7 people found the following review helpful:
5.0 out of 5 stars Marketing for charities, 21 Jul 2003
By A Customer
This really is an excellent piece of work from Peter Maple who has got under the skin of the not for profit world very well. His thesis that charities need to integrate their marketing in the way that successful corporates do, will ring bells with any knowledgeable fundraiser, trustee or chief executive.

Whilst this isn't a "how to do it" text the numerous case studies show clearly where people are making progress, and very importantly, where others aren't. The use of background materials and examples from other practiioners is also very useful. Some additional information on the direct application of some of the theoretical models might be helpful but generally it is comprehensive yet concise.

I recommend this book to any student of marketing who has in interest in not for profits and indeed for anyone working with a charity who is seeking to use marketing more effectively.

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1 of 1 people found the following review helpful:
5.0 out of 5 stars Integrated Marketing for charities, 5 Jan 2006
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.
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1 of 1 people found the following review helpful:
5.0 out of 5 stars Marketing in the Voluntary Sector, 4 Jan 2006
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.
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Most Recent Customer Reviews

5.0 out of 5 stars Marketing for non-profits
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... Read more
Published on 4 Jan 2006

5.0 out of 5 stars Marketing for non-profit organisations
This book does not claim to be an advanced treatise on marketing but is in fact a really good introduction to integrated marketing for non-profit organisations. Read more
Published on 4 Jan 2006

1.0 out of 5 stars not fantastic
I have worked in marketing for charities for a number of years and this book is a very basic primer for people who haven't had much experience of charities. Read more
Published on 9 Dec 2005

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