Nonprofit Marketing

Walter Wymer is an Associate Professor of Marketing in the School of Business at Christopher Newport University.  Walter earned his D.B.A. from Indiana University in 1996, taught one year at Jacksonville University, and joined the faculty of CNU in 1997.  His area of research expertise is nonprofit marketing.  He has published peer reviewed articles and given presentations on volunteer marketing, cause-related marketing, direct marketing, social marketing, and fund raising.  Walter is a former president of the Atlantic Marketing Association.  He is editor of the Journal of Nonprofit & Public Sector Marketing and North American editor of the International Journal of Nonprofit & Voluntary Sector Marketing.Patricia Knowles is Associate Professor in the Department of Marketing (College of Business and Behavioral Science, Clemson University), where she teaches courses in Nonprofit Marketing, Promotional Strategy, Consumer Behavior and Marketing Principles. Dr. Knowles joined the Marketing Faculty in the fall of 1991. Her academic research is concerned with Issues in Nonprofit Marketing, Marketing Strategy Analysis, e.g., product portfolio matrices, Perceptions of Promotional Tools, and B2B Advertising. She has published in the Journal of Nonprofit and Public Sector Marketing, Journal of the Academy of Marketing Science, Marketing Education Review, Journal of Marketing Education, Marketing Management Journal, Journal of Service Research, Journal of Marketing Management, Journal of Personal Selling & Sales Management, Journal of Services Marketing, Journal of Business and Industrial Marketing, Journal of  Education for Business, Journal of Teaching in International Business, Psychological Reports, and Journal of International Consumer Marketing, as well as in specialized journals in the field of Psychology.  In addition, she has numerous national conference proceedings and has made many presentations.  She is also co-author of the textbook Business Marketing published by McGraw Hill/NTC 2001. Dr. Knowles′ degrees include a BA in Psychology, and MA in Experimental Psychology, and a Ph.D. in Experimental/ Physiological Psychology.  In addition, she completed a post doc at the University of Georgia in Marketing.Roger Gomes is Associate Professor in the Department of Marketing (College of Business and Behavioral Science, Clemson University), where he teaches courses in International Marketing, Business to Business Marketing, and MBA Strategic Analysis. Dr. Gomes joined the Marketing Faculty in the fall of 1987. Previously, he had been Technical Manager and later a Division Marketing Manager for first tier suppliers to the automotive, copier, and computer industries. His academic publications span logistics, leadership, and e-commerce as they relate both to business and nonprofit marketing. He has published in the Journal of Nonprofit and Public Sector Marketing, Journal of the Academy of Marketing Science, Marketing Education Review, Journal of Marketing Education, Journal of Marketing Management, Journal of Segmentation in Marketing, Transportation Journal, Journal of Business Logistics, Journal of Current Issues and Research in Advertising, Industrial Marketing Management, and International Journal of Physical Distribution and Materials Management.  In addition, he has numerous national conference proceedings and has made many presentations.  In addition to being on the editorial review boards of leading journals, Dr. Gomes has twice been elected an Officer and National Executive Board member of the Academy of Marketing Science, President of the regional Council of Logistics Management, and Executive Board member of the regional National Association of Purchasing Management. He is also co-author of the textbook Business Marketing published by McGraw Hill/NTC 2001. Dr. Gomes′ degrees include BS Mechanical Engineering, MBA in Management, and Ph.D. in Marketing.

Would definitely consider a revised version. Anything that does not include the pandemic and post-pandemic content is out of date and needs to be revised. Further, given this was published in 2006, there have been significant advancements in digital direct response marketing for nonprofits (paid and search) which would need to be its own chapter.

• Part I -- Marketing ManagementChapter 1 -- Introduction to Nonprofit MarketingDimensions of Nonprofit MarketingImportance of Nonprofit SectorTypes of Nonprofit OrganizationsChallenges Faced by the Nonprofit SectorAdoption of Marketing ApproachCurrent IssuesBook′s Organization - Barry O′Mahoney and Michael PolonskyChapter 2 -- Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, SegmentationMission – Defining a Focus and ScopeStrategic Objectives to Achieve the Organization’s MissionDifferentiationPositioningUnique Value PropositionBrandingSegmentationChapter 3 -- Research in Nonprofit OrganizationsPublics of NonprofitsOrientations of NonprofitsWhy Nonprofits Must Do ResearchWhere Research Fits Into a Nonprofit’s MISThe Research ProcessChapter 4 -- Strategic Market Analysis and Planning for Public and Nonprofit OrganizationsDefining Strategic Marketing, Planning, and ManagementThe Importance of Marketing Analysis and PlanningThe Interrelatedness of Marketing TopicsThe Basic Strategic Market Analysis ProcessPotential Areas of Change That May Affect Strategic PlanningThree Planning SituationsWhy is Strategic Planning Based in Marketing Theory?Organizational Culture, Values and Approach to Management Impacts PlanningWhen Market-Based Strategic Planning Is Most ImportantChapter 5 -- Offers in Nonprofit Organizations: Product and PlaceOffers in Nonprofit OrganizationsThe Nonprofit Marketing MixIdentifying the Offer in Nonprofit OrganizationsThe Five Levels of an OfferOffer ClassificationManaging Nonprofit OffersNonprofit Offer DevelopmentManaging Nonprofit DistributionChapter 6 -- Offers in Nonprofit Organizations: Promotion and PricePromotion –Marketing CommunicationPromotion ObjectivesThe Promotional MixPrices in Nonprofit OrganizationsNonmonetary Prices of Nonprofit OffersPart II -- MARKETING TO DONORS AND VOLUNTEERSChapter 7 -- Direct Marketing TacticsImportance of Direct MarketingTypes of Direct MarketingCharacteristics of Direct MarketingDeveloping a Direct Marketing ProgramEthical IssuesManagerial IssuesOnline FundraisingChapter 8 -- Strategic Approaches to Attracting Major GiftsMajor Gifts from Individual DonorsA Nonprofit’s Largest DonorsSeeing Through the Eyes of the Potential DonorThe “Potential Major-Gift Information File”Traditional Tactics for Major-Gift Fund-RaisingThe Individual Major-Gift Donor ProfileTasks Related to Effective Nonprofit Major-Gift DevelopmentThe “Close” - Asking for the Major GiftAlternative Major-Gift Formats for Prospect ConsiderationChapter 9 -- Special Events in the Nonprofit SectorSpecial Events: Definition, Rationale, Planning and DesignScope of Events in the Nonprofit SectorObjectives of Special EventsStrategic Issues in Producing Special EventsManaging Special EventsMarketing and Promoting Special EventsEvaluating Special EventsChapter 10 -- Marketing to VolunteersImportance of VolunteersClassifying VolunteersUnderstanding Volunteer MotivationsMarketing to Potential VolunteersVirtual VolunteeringPart III -- SPECIAL TOPICSChapter 11 -- Social MarketingIntroductionChanging Public BehaviorSocial Marketing PlanIssues Marketing: Changing Public PolicyInvolvement of the Business SectorChapter 12 -- Cause-Related Marketing and Other Collaborations with the Business SectorImportance of Collaborating with the Business SectorCost and BenefitsDifferent Types of Relationships with BusinessesSetting ObjectivesFinding a Corporate partnerManaging the RelationshipModel of Consumer Responses to CampaignIndex