This inspirational book explains how using marketing principles to underpin every aspect of activity can transform how not-for-profit organisations to meet need and achieve their objectives. Importantly it describes how commercial marketing concepts and theory, adapted to suit not-for-profit organisations, have a fundamental contribution to make to the quality, design and features of services as well as fundraising and campaigning.
Professor Ian Bruce CBE, is founder and President of the Centre for Charity Effectiveness at City University's Cass Business School and Vice President RNIB. He has spent his career in charities adapting commercial marketing to fit the non-profit world and was the first charity Chief Executive to be made a Companion of the Chartered Institute of Management, and to be given the Outstanding Achievement Awards of both the National and UK Charity Awards.
Part 1: This section identifies marketing ideas, tools and technique Part 2: This content supplies practical advice on how to implement everything mentioned in Part 1. Part 3: This segment looks at specific and important aspects of marketing that must be planned for and implemented, such as relationship marketing. It includes brand new content on how integrating digital communications and social networking can help deliver improved services and campaigns, and drive income in difficult times.