As a commercial marketing director moving into the charity sector, this book was really important in helping me understand how to use my knowledge to build a framework for fundraising activity. It details how the classical marketers' toolset can be used, and adapted for use, to create powerful models for fundraising. Subjects of particular interest for the commercial marketer keen to understand the drivers of 'business' development within the third sector include 'other-player' analysis, partnership marketing, pressure group activity, the fundraising mix and donor behaviour. I also enjoyed the 8th P of philsophy as a charity has to consider it's place in the world perhaps a little more than an organisation driven solely by the bottom line. For marketers in the third sector, or those thinking of becoming so, this is a book that should be close to hand.
2 people found this helpful.
Was this review helpful to you?
I am currently studying a Diploma in Marketing and thought this book woukd help me apply models and theories to a not for profit organisation, unfortunately the content read more like a history of marketing in the voluntary sector and focused just upon the 8P's.
The content is quite repetitive and the case studies used are limited and outdated (many are from pre 2000!).