{"product_id":"mission-based-marketing-isbn-9780470602188","title":"Mission-Based Marketing","description":"\u003cp\u003eA direct, practical guide revealing how you can lead your not-for-profit to success through mission-based marketing\u003c\/p\u003e \u003cp\u003eNow in a Third Edition, \u003ci\u003eMission-Based Marketing\u003c\/i\u003e is a direct, practical guide showing how you can lead your not-for-profit to success in a more competitive world. This book provides the knowledge and skills you need to build a market-driven organization that holds onto its core values, does a better job of providing mission, and successfully competes for funding, clients, referral sources, staff, and board members.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIncludes new material on nonprofit websites, social networking and new methods of communication, advances in technology, customer service in today's world, and the effects of marketing on fundraising\u003c\/li\u003e \u003cli\u003eGoes beyond the hows and whys to include lots of hands-on advice and real-world examples\u003c\/li\u003e \u003cli\u003eOther titles by Brinckerhoff: \u003ci\u003eMission-Based Management: Leading Your Not-for-Profit In the 21st Century\u003c\/i\u003e, \u003ci\u003eFaith-Based Management: Leading Organizations That Are Based on More than Just Mission\u003c\/i\u003e, and \u003ci\u003eSocial Entrepreneurship: The Art of Mission-Based Venture Development\u003c\/i\u003e\n\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFilled with new material, this book appraises the trends that have dramatically affected the not-for-profit sector in the past several years, and explains how an organization can shape this shifting landscape to its ultimate benefit.\u003c\/p\u003e \u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003eAbout the Author xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 \u003c\/b\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 1\u003c\/p\u003e \u003cp\u003eA Competitive and Always-Online World 3\u003c\/p\u003e \u003cp\u003eWho This Book is Written For 7\u003c\/p\u003e \u003cp\u003eThe Benefits of Reading This Book 8\u003c\/p\u003e \u003cp\u003ePreview of the Book 9\u003c\/p\u003e \u003cp\u003eRecap 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 \u003c\/b\u003e\u003cb\u003eMarketing: A Key to Better Mission 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 15\u003c\/p\u003e \u003cp\u003eThe Characteristics of a Mission-Based, Market-Driven Organization 16\u003c\/p\u003e \u003cp\u003eMeeting Customer Wants 18\u003c\/p\u003e \u003cp\u003eTreating Everyone Like a Customer 22\u003c\/p\u003e \u003cp\u003eWhat about Your Competition? 23\u003c\/p\u003e \u003cp\u003eA Team Effort 27\u003c\/p\u003e \u003cp\u003eRecap 31\u003c\/p\u003e \u003cp\u003eDiscussion Questions 32\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 \u003c\/b\u003e\u003cb\u003eBeing Mission Based and Market Driven 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 33\u003c\/p\u003e \u003cp\u003eWhich is Right, the Markets or the Mission? 34\u003c\/p\u003e \u003cp\u003eMoving with the Markets and Maintaining Your Mission 37\u003c\/p\u003e \u003cp\u003eThe Never-Ending Marketing Cycle 41\u003c\/p\u003e \u003cp\u003eThe Results of Becoming Market Driven 42\u003c\/p\u003e \u003cp\u003eMotivating Board and Staff 44\u003c\/p\u003e \u003cp\u003eHolding On to Your Core Values 49\u003c\/p\u003e \u003cp\u003eRecap 53\u003c\/p\u003e \u003cp\u003eDiscussion Questions 54\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 \u003c\/b\u003e\u003cb\u003eBeing Flexible and Innovating with the Market 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 57\u003c\/p\u003e \u003cp\u003eThe Need for Flexibility 58\u003c\/p\u003e \u003cp\u003eRetaining the Capacity for Flexibility 62\u003c\/p\u003e \u003cp\u003eBeing a Change Leader 68\u003c\/p\u003e \u003cp\u003eThe Pace of Change in a Competitive Environment 70\u003c\/p\u003e \u003cp\u003eRecap 74\u003c\/p\u003e \u003cp\u003eDiscussion Questions 75\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 \u003c\/b\u003e\u003cb\u003eThe Marketing Cycle for a Nonprofit 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 77\u003c\/p\u003e \u003cp\u003eThe Marketing Cycle That Works 78\u003c\/p\u003e \u003cp\u003eThe Marketing Disability of Most Nonprofits 92\u003c\/p\u003e \u003cp\u003eThe Marketing Cycle and Your Competitors 94\u003c\/p\u003e \u003cp\u003eRecap 97\u003c\/p\u003e \u003cp\u003eDiscussion Questions 98\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 \u003c\/b\u003e\u003cb\u003eWho are Your Markets? 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 99\u003c\/p\u003e \u003cp\u003eMarket Identification and Quantification 100\u003c\/p\u003e \u003cp\u003eMarket Segmenting 108\u003c\/p\u003e \u003cp\u003eFocusing on Target Markets 111\u003c\/p\u003e \u003cp\u003eTreating All Your Markets Like Customers 112\u003c\/p\u003e \u003cp\u003eRecap 116\u003c\/p\u003e \u003cp\u003eDiscussion Questions 116\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 \u003c\/b\u003e\u003cb\u003eWho are Your Competitors? 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 119\u003c\/p\u003e \u003cp\u003eIdentifying Your Competition 120\u003c\/p\u003e \u003cp\u003eStudying the Competition 129\u003c\/p\u003e \u003cp\u003eFocusing on Your Core Competencies 137\u003c\/p\u003e \u003cp\u003eRecap 139\u003c\/p\u003e \u003cp\u003eDiscussion Questions 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 \u003c\/b\u003e\u003cb\u003eAsking Your Markets What They Want 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 141\u003c\/p\u003e \u003cp\u003eSurveys 142\u003c\/p\u003e \u003cp\u003eFocus Groups 150\u003c\/p\u003e \u003cp\u003eInformal Asking 153\u003c\/p\u003e \u003cp\u003eAsking (and Listening) Online 155\u003c\/p\u003e \u003cp\u003eAsking Mistakes 157\u003c\/p\u003e \u003cp\u003eAfter Asking 159\u003c\/p\u003e \u003cp\u003eRecap 160\u003c\/p\u003e \u003cp\u003eDiscussion Questions 162\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 \u003c\/b\u003e\u003cb\u003eBetter Marketing Materials 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 163\u003c\/p\u003e \u003cp\u003eThe Problems with Most Nonprofits’ Marketing Materials 164\u003c\/p\u003e \u003cp\u003eSolving Customers’ Problems 169\u003c\/p\u003e \u003cp\u003eThings to Include in Your Marketing Materials 171\u003c\/p\u003e \u003cp\u003eThings to Avoid in Your Marketing Materials 174\u003c\/p\u003e \u003cp\u003eDeveloping Different Materials for Different Markets 176\u003c\/p\u003e \u003cp\u003eRecap 177\u003c\/p\u003e \u003cp\u003eDiscussion Questions 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 \u003c\/b\u003e\u003cb\u003eTechnology and Marketing 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 181\u003c\/p\u003e \u003cp\u003eTech is an Accelerator of Good Marketing 182\u003c\/p\u003e \u003cp\u003e(Your Web Site is) Your First Chance to Make a Good Impression 184\u003c\/p\u003e \u003cp\u003eAsking and Listening 188\u003c\/p\u003e \u003cp\u003eBeware the Digital Divide 191\u003c\/p\u003e \u003cp\u003eSocial Networking\/Social Media 193\u003c\/p\u003e \u003cp\u003eWhat’s Next? 194\u003c\/p\u003e \u003cp\u003eRecap 194\u003c\/p\u003e \u003cp\u003eDiscussion Questions 195\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 \u003c\/b\u003e\u003cb\u003eIncredible Customer Service 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 197\u003c\/p\u003e \u003cp\u003eThree Customer Service Rules 199\u003c\/p\u003e \u003cp\u003eThe Customer is Not Always Right, but the Customer is Always the Customer, so Fix the Problem 200\u003c\/p\u003e \u003cp\u003eCustomers Never Have Problems; They Always Have Crises, so Fix the Problem \u003ci\u003eNow \u003c\/i\u003e200\u003c\/p\u003e \u003cp\u003eNever Settle for Good Customer Service—Seek Total Customer \u003ci\u003eSatisfaction \u003c\/i\u003e205\u003c\/p\u003e \u003cp\u003eThe Unhappy Customer 209\u003c\/p\u003e \u003cp\u003eRegular Customer Contact 211\u003c\/p\u003e \u003cp\u003eTurning Customers into Referral Sources 213\u003c\/p\u003e \u003cp\u003eRecap 215\u003c\/p\u003e \u003cp\u003eDiscussion Questions 215\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 \u003c\/b\u003e\u003cb\u003eA Marketing Planning Process 217\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 217\u003c\/p\u003e \u003cp\u003eDeveloping Your Marketing Team 218\u003c\/p\u003e \u003cp\u003eAn Asking Schedule 221\u003c\/p\u003e \u003cp\u003eTargeting Your Marketing Effort 224\u003c\/p\u003e \u003cp\u003eA Marketing Plan Outline 226\u003c\/p\u003e \u003cp\u003eMarketing Planning Software 232\u003c\/p\u003e \u003cp\u003eRecap 232\u003c\/p\u003e \u003cp\u003eDiscussion Questions 233\u003c\/p\u003e \u003cp\u003eFinal Words 235\u003c\/p\u003e \u003cp\u003eIndex 237\u003c\/p\u003e  \u003cp\u003e\u003cb\u003ePETER C. BRINCKERHOFF\u003c\/b\u003e is an internationally renowned trainer, author, and consultant to nonprofit organizations. He brings years of experience in the field to his work, as he is a former board member of local, state, and national not-for-profits, and has worked on the staff and as executive director of two regional not-for-profits. Since foundinghis consulting firm, Corporate Alternatives, in 1982, Mr. Brinckerhoff has helped thousands of organizations become more mission-capable. He is the author of eight books on nonprofit management, including three that have won the Terry McAdam Book Award for Best Nonprofit Book of the Year. Mr. Brinckerhoff's titles include the workbook associated with this book, \u003ci\u003eMission-Based Marketing Workbook, Second Edition\u003c\/i\u003e, as well as \u003ci\u003eMission-Based Management, Third Edition\u003c\/i\u003e; \u003ci\u003eMission-Based Management Workbook, Second Edition\u003c\/i\u003e; \u003ci\u003eSocial Entrepreneurship\u003c\/i\u003e; and \u003ci\u003eFaith-Based Management\u003c\/i\u003e, all published by Wiley.    \u003c\/p\u003e\u003cp\u003e\u003cb\u003eMISSION-BASED MARKETING\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003ePositioning Your Not-for-Profit in an Increasingly Competitive World \u003c\/p\u003e\u003cp\u003e\u003cb\u003eTHIRD EDITION\u003c\/b\u003e   \u003c\/p\u003e\u003cp\u003eReturn on investment. Social enterprise. Social marketing. Social networks. Market-based pricing. These terms are now nearly everywhere in the literature of the nonprofit world. But what do they mean to your mission, your staff, your board, and the people that your nonprofit serves? \u003ci\u003e Mission-Based Marketing, Third Edition \u003c\/i\u003e shows you how your organization can optimally react, respond, innovate, and, yes, prosper, in an increasingly competitive and rapid-response environment. \u003c\/p\u003e\u003cp\u003eThis significantly updated edition of this classic expands on the invaluable hows and whys of not-for-profit empowerment covered in the second edition to offer highly effective new ideas and new criteria for marketing success. \u003c\/p\u003e\u003cp\u003eThis \u003ci\u003eThird Edition\u003c\/i\u003e of \u003ci\u003eMission-Based Marketing\u003c\/i\u003e provides comprehensive, hands-on guidance, addressing: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eGetting on board with nonprofit web sites, social networking, and new methods of communication\u003c\/li\u003e \u003cli\u003eAdvances in technology, customer service in today's world, and the effects of marketing on fundraising\u003c\/li\u003e \u003cli\u003eHow your nonprofit can be both mission-based and market-driven\u003c\/li\u003e \u003cli\u003eBetter ways to use technology in an always-online world\u003c\/li\u003e \u003cli\u003eThe need for flexibility in your nonprofit\u003c\/li\u003e \u003cli\u003eThe marketing cycle for a nonprofit\u003c\/li\u003e \u003cli\u003eKnowing your competition\u003c\/li\u003e \u003cli\u003eActive asking–what it is and how you do it\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe people your organization serves depend on you to be there to provide services to them. You need them to guide you with their wants, help you locate the opportunities to serve, and work with you to move your organization, your mission, and your community to new heights of effectiveness, well- being, and success. Revealing how top-quality not-for-profits do marketing, \u003ci\u003e Mission-Based Marketing, Third Edition \u003c\/i\u003e gives your organization the tools to ensure it's doing it right, this year and throughout the twenty-first century.    \u003c\/p\u003e\u003cp\u003e\u003cb\u003eMISSION-BASED MARKETING\u003c\/b\u003e Positioning Your Not-for-Profit in an Increasingly Competitive World THIRD EDITION \u003c\/p\u003e\u003cp\u003eReturn on investment. Social enterprise. Social marketing. Social networks. Market-based pricing. These terms are now nearly everywhere in the literature of the nonprofit world. But what do they mean to your mission, your staff, your board, and the people that your nonprofit serves? \u003ci\u003eMission-Based Marketing, Third Edition\u003c\/i\u003e shows you how your organization can optimally react, respond, innovate, and, yes, prosper, in an increasingly competitive and rapid-response environment. \u003c\/p\u003e\u003cp\u003eThis significantly updated edition of this classic expands on the invaluable hows and whys of not-for-profit empowerment covered in the second edition to offer highly effective new ideas and new criteria for marketing success. \u003c\/p\u003e\u003cp\u003eThis \u003ci\u003eThird Edition\u003c\/i\u003e of \u003ci\u003eMission-Based Marketing\u003c\/i\u003e provides comprehensive, hands-on guidance, addressing: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eGetting on board with nonprofit web sites, social networking, and new methods of communication\u003c\/li\u003e \u003cli\u003eAdvances in technology, customer service in today's world, and the effects of marketing on fundraising\u003c\/li\u003e \u003cli\u003eHow your nonprofit can be both mission-based and market-driven\u003c\/li\u003e \u003cli\u003eBetter ways to use technology in an always-online world\u003c\/li\u003e \u003cli\u003eThe need for flexibility in your nonprofit\u003c\/li\u003e \u003cli\u003eThe marketing cycle for a nonprofit\u003c\/li\u003e \u003cli\u003eKnowing your competition\u003c\/li\u003e \u003cli\u003eActive asking–what it is and how you do it\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe people your organization serves depend on you to be there to provide services to them. You need them to guide you with their wants, help you locate the opportunities to serve, and work with you to move your organization, your mission, and your community to new heights of effectiveness, well-being, and success. Revealing how top-quality not-for-profits do marketing, \u003ci\u003eMission-Based Marketing, Third Edition\u003c\/i\u003e gives your organization the tools to ensure it's doing it right, this year and throughout the twenty-first century.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989631549669,"sku":"NP9780470602188","price":54.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470602188.jpg?v=1761784884","url":"https:\/\/k12savings.com\/products\/mission-based-marketing-isbn-9780470602188","provider":"K12savings","version":"1.0","type":"link"}