Overview

The charity world is huge and continues to grow. The Charity Commission registers up to 50 new organizations each month. As a result, the environment in which charities operate is becoming ever more competitive, and the need for organizations to make themselves distinct and to stand out from the crowd has become increasingly pressing. ""Marketing for the Voluntary Sector"" argues that, if an organization is to succeed in its goals, a marketing approach should permeate right the way through from top to bottom. By knowing the markets they work in, charities can match their activities to external needs and therefore achieve as much as possible for their beneficiaries. With contributions from a wide range of charities, agencies and fields, this book offers practical and readable advice for anyone who is serious about marketing in the voluntary sector. The book is divided into three parts: branding, identity and structures; markets - focusing on funders and opinion formers; marketing tools and techniques.

Full Product Details

9780749432508

Table of Contents

Reviews

""""Offers a breadth of simple advice for smaller charities. The ideas are concise, the jargon is limited, and the essential premise that every charity, regardless of size or sector, must grasp and deliver these core principles seems irrefutable."""" -- Third Sector

Offers a breadth of simple advice for smaller charities. The ideas are concise, the jargon is limited, and the essential premise that every charity, regardless of size or sector, must grasp and deliver these core principles seems irrefutable. -- Third Sector

Author Information

Paula Keaveney specializes in marketing and communications for charities. She has been Head of Communications at the Muscular Dystrophy Campaign and Head of Media and PR at NCH Action for Children. A former journalist, Paula has also worked for Save the Children, the Refugee Council and Autism Initiatives. She is a member of the Board of Trustees for the Muscular Dystrophy Campaign.

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