Other titles by Brinckerhoff: Mission-Based Management: Leading Your Not-for-Profit In the 21st Century, Faith-Based M
Table of Contents
Acknowledgments xi
About the Author xiii
Chapter 1 Introduction 1
Overview 1
A Competitive and Always-Online World 3
Who This Book is Written For 7
The Benefits of Reading This Book 8
Preview of the Book 9
Recap 13
Chapter 2 Marketing: A Key to Better Mission 15
Overview 15
The Characteristics of a Mission-Based, Market-Driven Organization 16
Meeting Customer Wants 18
Treating Everyone Like a Customer 22
What about Your Competition? 23
A Team Effort 27
Recap 31
Discussion Questions 32
Chapter 3 Being Mission Based and Market Driven 33
Overview 33
Which is Right, the Markets or the Mission? 34
Moving with the Markets and Maintaining Your Mission 37
The Never-Ending Marketing Cycle 41
The Results of Becoming Market Driven 42
Motivating Board and Staff 44
Holding On to Your Core Values 49
Recap 53
Discussion Questions 54
Chapter 4 Being Flexible and Innovating with the Market 57
Overview 57
The Need for Flexibility 58
Retaining the Capacity for Flexibility 62
Being a Change Leader 68
The Pace of Change in a Competitive Environment 70
Recap 74
Discussion Questions 75
Chapter 5 The Marketing Cycle for a Nonprofit 77
Overview 77
The Marketing Cycle That Works 78
The Marketing Disability of Most Nonprofits 92
The Marketing Cycle and Your Competitors 94
Recap 97
Discussion Questions 98
Chapter 6 Who are Your Markets? 99
Overview 99
Market Identification and Quantification 100
Market Segmenting 108
Focusing on Target Markets 111
Treating All Your Markets Like Customers 112
Recap 116
Discussion Questions 116
Chapter 7 Who are Your Competitors? 119
Overview 119
Identifying Your Competition 120
Studying the Competition 129
Focusing on Your Core Competencies 137
Recap 139
Discussion Questions 139
Chapter 8 Asking Your Markets What They Want 141
Overview 141
Surveys 142
Focus Groups 150
Informal Asking 153
Asking (and Listening) Online 155
Asking Mistakes 157
After Asking 159
Recap 160
Discussion Questions 162
Chapter 9 Better Marketing Materials 163
Overview 163
The Problems with Most Nonprofits’ Marketing Materials 164
Solving Customers’ Problems 169
Things to Include in Your Marketing Materials 171
Things to Avoid in Your Marketing Materials 174
Developing Different Materials for Different Markets 176
Recap 177
Discussion Questions 179
Chapter 10 Technology and Marketing 181
Overview 181
Tech is an Accelerator of Good Marketing 182
(Your Web Site is) Your First Chance to Make a Good Impression 184
Asking and Listening 188
Beware the Digital Divide 191
Social Networking/Social Media 193
What’s Next? 194
Recap 194
Discussion Questions 195
Chapter 11 Incredible Customer Service 197
Overview 197
Three Customer Service Rules 199
The Customer is Not Always Right, but the Customer is Always the Customer, so Fix the Problem 200
Customers Never Have Problems; They Always Have Crises, so Fix the Problem Now 200
Never Settle for Good Customer Service—Seek Total Customer Satisfaction 205
The Unhappy Customer 209
Regular Customer Contact 211
Turning Customers into Referral Sources 213
Recap 215
Discussion Questions 215
Chapter 12 A Marketing Planning Process 217
Overview 217
Developing Your Marketing Team 218
An Asking Schedule 221
Targeting Your Marketing Effort 224
A Marketing Plan Outline 226
Marketing Planning Software 232
Recap 232
Discussion Questions 233
Final Words 235
Index 237
