Winning in the Age of the Elusive Donor
McLeish’s newest book promises enough background information for nonprofit employees who do more than just marketing work – and is still detailed enough to satisfy the experienced nonprofit marketing professional.
McLeish opens with, “The Need for a New Marketing Orientation,” making the case for the rest of his text.
Part I also includes a chapter on, “The Development of a Marketing Strategy,” including, “The Operating Environment’s Effects on Marketing Strategy” and “Breaking with Tradition to Remain Flexible.”
Part II, “The External Analysis,” lays out seven chapters on the analysis and research necessary to implement a nonprofit marketing strategy. Chapters titles include:
- External Analysis: Client, Donor, Volunteer, and Competitor Research
- Researching Your Nonprofit Organization’s Environment
- Competition and Internal Marketing Analysis
- Value Propositions and Marketing Objectives
- Creating Competitive Advantage
- Winning through Competitive Strategy Options
- Creating a Competitive Image and Brand
Visit the book’s page at John Wiley & Sons (publishing house) to download three excerpts.
Click on the book image to go to the Allen County Public Library catalog to place a hold.