Charity Marketing: Meeting Need Through Customer Focus - Softcover

In recent years, most not-for profit organisations have developed sophisticated and professional marketing capability for campaigning and fundraising. However, there has been less progress in introducing marketing techniques to the core activities of service provision and delivery. "Charity Marketing" shows how a marketing approach, which puts customers - beneficiaries, supporters, trustees, regulators - at the core of the organisation's activities, is a vital strategic and operational tool in managing and applying resources. Drawing on the author's extensive experience, the book explains how commercial marketing concepts and practices can help the voluntary sector to become more effective at identifying and meeting need. This new edition is updated and revised to take account of developments in marketing practice and the voluntary sector environment. The book is in three sections: part 1 describes the philosophy, framework and tools of marketing looking at classical marketing theory and how it can be adapted to suit voluntary organisations; part 2 uses real life examples to show how a marketing approach can be applied to a range of non-profit organisation activities, as well as including an extensively updated chapter on income generation and fundraising; part 3 is completely new, with coverage of relationship marketing and partnership marketing, including cause-related marketing, and their importance for the not-for-profit sector both now and in the future. "Charity Marketing" is an invaluable source of ideas and practical advice for staff and trustees in voluntary organisations, large and small.

Professor Ian Bruce CBE, is Head of the Centre for Charity Effectiveness at London City University's Cass Business School and Vice President of RNIB. Since training as a marketing manager with Unilever, he has consistently used a marketing approach in his jobs as Chief Executive of RNIB and Volunteering England and Assistant Chief Executive of a London Borough and Age Concern England. He was the first charity chief executive to be made a Companion of the Chartered Institute of Management (1991)