Mission-Based Marketing

PETER C. BRINCKERHOFF is an internationally renowned trainer, author, and consultant to nonprofit organizations. He brings years of experience in the field to his work, as he is a former board member of local, state, and national not-for-profits, and has worked on the staff and as executive director of two regional not-for-profits. Since foundinghis consulting firm, Corporate Alternatives, in 1982, Mr. Brinckerhoff has helped thousands of organizations become more mission-capable. He is the author of eight books on nonprofit management, including three that have won the Terry McAdam Book Award for Best Nonprofit Book of the Year. Mr. Brinckerhoff's titles include the workbook associated with this book, Mission-Based Marketing Workbook, Second Edition, as well as Mission-Based Management, Third Edition; Mission-Based Management Workbook, Second Edition; Social Entrepreneurship; and Faith-Based Management, all published by Wiley.

• Acknowledgments xiAbout the Author xiiiChapter 1 Introduction 1Overview 1A Competitive and Always-Online World 3Who This Book is Written For 7The Benefits of Reading This Book 8Preview of the Book 9Recap 13Chapter 2 Marketing: A Key to Better Mission 15Overview 15The Characteristics of a Mission-Based, Market-Driven Organization 16Meeting Customer Wants 18Treating Everyone Like a Customer 22What about Your Competition? 23A Team Effort 27Recap 31Discussion Questions 32Chapter 3 Being Mission Based and Market Driven 33Overview 33Which is Right, the Markets or the Mission? 34Moving with the Markets and Maintaining Your Mission 37The Never-Ending Marketing Cycle 41The Results of Becoming Market Driven 42Motivating Board and Staff 44Holding On to Your Core Values 49Recap 53Discussion Questions 54Chapter 4 Being Flexible and Innovating with the Market 57Overview 57The Need for Flexibility 58Retaining the Capacity for Flexibility 62Being a Change Leader 68The Pace of Change in a Competitive Environment 70Recap 74Discussion Questions 75Chapter 5 The Marketing Cycle for a Nonprofit 77Overview 77The Marketing Cycle That Works 78The Marketing Disability of Most Nonprofits 92The Marketing Cycle and Your Competitors 94Recap 97Discussion Questions 98Chapter 6 Who are Your Markets? 99Overview 99Market Identification and Quantification 100Market Segmenting 108Focusing on Target Markets 111Treating All Your Markets Like Customers 112Recap 116Discussion Questions 116Chapter 7 Who are Your Competitors? 119Overview 119Identifying Your Competition 120Studying the Competition 129Focusing on Your Core Competencies 137Recap 139Discussion Questions 139Chapter 8 Asking Your Markets What They Want 141Overview 141Surveys 142Focus Groups 150Informal Asking 153Asking (and Listening) Online 155Asking Mistakes 157After Asking 159Recap 160Discussion Questions 162Chapter 9 Better Marketing Materials 163Overview 163The Problems with Most Nonprofits’ Marketing Materials 164Solving Customers’ Problems 169Things to Include in Your Marketing Materials 171Things to Avoid in Your Marketing Materials 174Developing Different Materials for Different Markets 176Recap 177Discussion Questions 179Chapter 10 Technology and Marketing 181Overview 181Tech is an Accelerator of Good Marketing 182(Your Web Site is) Your First Chance to Make a Good Impression 184Asking and Listening 188Beware the Digital Divide 191Social Networking/Social Media 193What’s Next? 194Recap 194Discussion Questions 195Chapter 11 Incredible Customer Service 197Overview 197Three Customer Service Rules 199The Customer is Not Always Right, but the Customer is Always the Customer, so Fix the Problem 200Customers Never Have Problems; They Always Have Crises, so Fix the Problem Now 200Never Settle for Good Customer Service—Seek Total Customer Satisfaction 205The Unhappy Customer 209Regular Customer Contact 211Turning Customers into Referral Sources 213Recap 215Discussion Questions 215Chapter 12 A Marketing Planning Process 217Overview 217Developing Your Marketing Team 218An Asking Schedule 221Targeting Your Marketing Effort 224A Marketing Plan Outline 226Marketing Planning Software 232Recap 232Discussion Questions 233Final Words 235Index 237