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Cover

Marketing for Nonprofit Organizations

Insights and Innovations

Second Edition

Stacy Landreth Grau

Publication Date - January 2021

ISBN: 9780190090807

240 pages
Paperback
6 1/8 x 9 1/4 inches

Retail Price to Students: $39.95

An in-depth overview of marketing methods for anyone working in or looking to start a nonprofit or social impact organizations

Description

Successful nonprofit marketing can capture the attention of donors, volunteers, legislators, and service consumers. Recognition like this can lead to a successful organization for years to come. The second edition of Marketing for Nonprofit Organizations provides various strategies to build upon when marketing for nonprofit and social impact organizations.

Stacy Landreth Grau integrates research-based insights and practice-based innovation with a comprehensive introduction to the basics of marketing for small- and medium-sized organizations. She breaks the academic research into understandable and digestible points within her chapters, making this a great primer for nonprofit professionals and anyone interested in working for or starting a nonprofit. The book provides readers with an indispensable overview of marketing.

This new edition highlights new and innovative organizations and how they are using methods new to the field. Grau explains the fundamentals of marketing for nonprofits. It is an ideal resource for courses in both business schools and social work programs, as well as nonprofit managers who are ready to explore new and innovative ways to support their organization. Upon finishing this book, readers will know how to integrate important aspects of marketing into the fabric of an organization's mission, including brand strategy, social media, market research, target audience selection, promotional tactics, and market valuation.

New to this Edition

  • In-depth discussions about innovative developments, including design thinking, social enterprises, collective impact, and more
  • New vignettes within chapters and updated examples to highlight new research
  • Updated information on nonprofits and social media

Features

  • Insight sidebars detail research-based strategies and advice
  • Innovation sidebars present practice-based case studies and tips
  • Social media marketing and branding tools for nonprofits
  • Vignettes of real-life nonprofit organizations utilizing the concepts introduced in each chapter

About the Author(s)

Stacy Landreth Grau, PhD, is Professor of Entrepreneurship & Innovation Practice in the Neely School of Business and Director of IdeaFactory at Texas Christian University. Grau works with both nonprofit and social-impact organizations to assist in the creation of everything from planning and strategy to developing brand identity. She is co-founder of the HCO Lab, which helps organizations become more human-centered, and she is the founder for The Social Impact Project, which builds out resources for new social impact organizations in the Tarrant County area. Her research areas include cause-related marketing, nonprofit branding, corporate social responsibility, social entrepreneurship and social impact, design thinking, and innovative social media strategies. Grau's work has been published in more than 30 articles and two books.

Table of Contents

    Preface
    Introduction


    Chapter 1: Nonprofit Marketing
    Chapter 2: The Heart of the Organization: The Nonprofit Brand
    Chapter 3: Strategic Marketing Planning for Nonprofit Organizations
    Chapter 4: Understanding and Engaging With Your Stakeholders
    Chapter 5: Marketing Research for Competitive Advantage
    Chapter 6: Products, Services, and Delivery: The Importance of Innovation
    Chapter 7: Marketing Communication for Nonprofit Organizations
    Chapter 8: Marketing Communication Measurement and Evaluation

    Appendices
    Index

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