Overview

Based on ten years of teaching Marketing for Nonprofits at the University of North Carolina at Greensboro and working with organizations in the civil society sector, professor and organizational strategist Ginny Bowen Olson arms you with the best practices to help your organization increase awareness of your mission and accomplish your goals. Let's get started: When was the last time you made a purchase? What did you buy? How much money did you spend? How much time did you take to decide to make that purchase? Did you seek the advice of friends or family beforehand? As you can see, a LOT goes into how you make a purchase. With this in mind, shift your focus to your nonprofit, and think about how people decide to purchase your products, programming, and services - or to volunteer, donate, and serve on the board of directors. In this book, you'll discover how your stakeholders make these decisions. You'll learn the ins and outs of marketing strategy and current trends impacting the nonprofit sector. And you'll uncover the tactics you can employ right now to achieve your mission and create thriving community. RECOMMENDATIONS All nonprofits would benefit from smarter strategic marketing if their leaders and teams actually had time to learn it. Ginny Olson has been in their shoes - and she comes to the rescue with this highly compact, yet incredibly comprehensive and practical, guide to what really matters. Whether you're a nonprofit board member, executive or staff member, just a few hours with this book will give you the tools to help take your organization's brand and impact to the next level. - Stephen Martin, Chief of Staff and Former Director, Brand & Communications, Center for Creative Leadership This concise book organizes a logical approach to marketing for today's nonprofit. Created for staff, board, or volunteers, this comprehensive guidebook provides helpful definitions and specific approaches for strategies and communication, including a focus on social media. Handy for team-building and strategic planning, this book will help in developing a smart plan for strengthening an effective nonprofit. - Benjamin Briggs, President and CEO, Preservation North Carolina In such a crowded space with a never ending supply of content, Ginny has a way of making strategic marketing feel digestible and achievable. She takes a no-nonsense, practical approach, breaking it down into manageable steps and thoughtful considerations allowing nonprofits to participate successfully in a marketing strategy. Most importantly, Ginny covers all the basics and walks the reader through the process all the way to execution. I highly recommend for any nonprofit looking to just get started or to level up their strategic marketing. - Kelli Frazier, COO of Blue Ring AI I've worked in nonprofit fundraising, marketing and communications for more than 15 years. How organizations work to build and engage community - whether among program participants, donors and financial supporters, or community champions - is critical. I ended up reading Olson's entire book in one sitting. She provides a solid framework of how the business principles around these concepts apply to the nonprofit sector with an insightful approach and guiding questions that inspire practitioners to think differently about their work. I came away with fresh ideas to implement in strategy and planning for upcoming fundraising events and capital campaign planning. -Ellica Church, CFRE

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