Mission-Based Marketing: An Organizational Development Workbook (Wiley Nonprofit Law, Finance and Management Series 142)

Acquire the tools you need to become a market-driven organization With the increase in competition for government and private funding, volunteers, and ways of getting their message out to the people they serve, not-for-profits must adopt specific marketing strategies to achieve their goals. This practical, easy-to-use workbook provides key tools to help not-for-profits ensure that their organization pursues its mission, meets the changing needs of the community, and successfully competes for funding, clients, referral sources, staff, and board members. Both a companion to Peter Brinckerhoff's Mission-Based Marketing, Second Edition as well as an independent resource, the workbook equips not-for-profit managers and other employees with the means to run their organizations and communicate with a broad range of professionals more efficiently and effectively. The book offers targeted checklists, worksheets, and self-assessment guides, and also includes a customizable CD-ROM that contains all forms and materials within the book. Among other skills, readers will learn: * How to become a market-driven organization * How to develop a high-traffic Web site and take full advantage of online resources * How to attract and retain quality staff * How to turn your customers into your best referral network Communications directors, marketing managers, and not-for-profit executives will find the Workbook to be an indispensable guide.