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Nonprofit Marketing

Nonprofit Marketing
Marketing Management for Charitable and Nongovernmental Organizations

April 2006 | 384 pages | SAGE Publications, Inc
Perhaps now more than ever, effective marketing is crucial in successfully managing a nongovernmental organization. A nonprofit organization that is effectively using marketing strategies is better positioned to present a consistent and memorable image of its cause to policy makers, funding organizations, individual contributors, and society at large. A successfully marketed charity is able to distinguish itself from other organizations in the continually growing nonprofit sector. It is able to share its cause and importance to the public, demonstrating its value, while communicating its unique purpose and mission.

Nonprofit Marketing explains marketing management concepts and applications in nonprofit, charitable and nongovernmental organizations in an easy-to-follow style. Marketing concepts are clearly presented, then supported with real-world examples.It offers examples from around the world and is applicable to all international nongovernmental and nonprofit organizations.

Part I -- Marketing Management
Chapter 1 -- Introduction to Nonprofit Marketing
Dimensions of Nonprofit Marketing

Importance of Nonprofit Sector

Types of Nonprofit Organizations

Challenges Faced by the Nonprofit Sector

Adoption of Marketing Approach

Current Issues

Book's Organization - Barry O'Mahoney and Michael Polonsky

Chapter 2 -- Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Segmentation
Mission – Defining a Focus and Scope

Strategic Objectives to Achieve the Organization’s Mission



Unique Value Proposition



Chapter 3 -- Research in Nonprofit Organizations
Publics of Nonprofits

Orientations of Nonprofits

Why Nonprofits Must Do Research

Where Research Fits Into a Nonprofit’s MIS

The Research Process

Chapter 4 -- Strategic Market Analysis and Planning for Public and Nonprofit Organizations
Defining Strategic Marketing, Planning, and Management

The Importance of Marketing Analysis and Planning

The Interrelatedness of Marketing Topics

The Basic Strategic Market Analysis Process

Potential Areas of Change That May Affect Strategic Planning

Three Planning Situations

Why is Strategic Planning Based in Marketing Theory?

Organizational Culture, Values and Approach to Management Impacts Planning

When Market-Based Strategic Planning Is Most Important

Chapter 5 -- Offers in Nonprofit Organizations: Product and Place
Offers in Nonprofit Organizations

The Nonprofit Marketing Mix

Identifying the Offer in Nonprofit Organizations

The Five Levels of an Offer

Offer Classification

Managing Nonprofit Offers

Nonprofit Offer Development

Managing Nonprofit Distribution

Chapter 6 -- Offers in Nonprofit Organizations: Promotion and Price
Promotion –Marketing Communication

Promotion Objectives

The Promotional Mix

Prices in Nonprofit Organizations

Nonmonetary Prices of Nonprofit Offers

Chapter 7 -- Direct Marketing Tactics

Importance of Direct Marketing

Types of Direct Marketing

Characteristics of Direct Marketing

Developing a Direct Marketing Program

Ethical Issues

Managerial Issues

Online Fundraising

Chapter 8 -- Strategic Approaches to Attracting Major Gifts
Major Gifts from Individual Donors

A Nonprofit’s Largest Donors

Seeing Through the Eyes of the Potential Donor

The “Potential Major-Gift Information File”

Traditional Tactics for Major-Gift Fund-Raising

The Individual Major-Gift Donor Profile

Tasks Related to Effective Nonprofit Major-Gift Development

The “Close” - Asking for the Major Gift

Alternative Major-Gift Formats for Prospect Consideration

Chapter 9 -- Special Events in the Nonprofit Sector
Special Events: Definition, Rationale, Planning and Design

Scope of Events in the Nonprofit Sector

Objectives of Special Events

Strategic Issues in Producing Special Events

Managing Special Events

Marketing and Promoting Special Events

Evaluating Special Events

Chapter 10 -- Marketing to Volunteers
Importance of Volunteers

Classifying Volunteers

Understanding Volunteer Motivations

Marketing to Potential Volunteers

Virtual Volunteering

Chapter 11 -- Social Marketing

Changing Public Behavior

Social Marketing Plan

Issues Marketing: Changing Public Policy

Involvement of the Business Sector

Chapter 12 -- Cause-Related Marketing and Other Collaborations with the Business Sector
Importance of Collaborating with the Business Sector

Cost and Benefits

Different Types of Relationships with Businesses

Setting Objectives

Finding a Corporate partner

Managing the Relationship

Model of Consumer Responses to Campaign


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.

Dr Dale Donald Bannon
Business/Management Stds Dept, University of Maryland Global Campus
February 27, 2024

The text is outdated. I like the content but it was published in 2006. If it were a 2022 or newer, I would consider it.

Dr Jeff Hilla
Management, Faith Baptist Bible Clg Sem
November 16, 2023

It fits the coverage I need for the course while not being so detailed as to seem enclyclopedic to students.

Dr Ralph W. Jackson
Management Marketing Dept, University of Tulsa
July 8, 2011

I have been using Andreasen Strategic Marketing for Nonprofit Orgs. My colleague at Northeastern uses the Wymer text. I am not impressed. I find Andreasen laid out in a more accessible format. Tables and exhibits seem more useful, readily adoptable, in real nonprofit situations. Both textbooks are in need of an update or new accompanying DVD addressing social media. The Gomes/Knowles CV/M Matrix is a promising tool for assessing program efficacy. With more application examples, can become a free-standing chapter.

Mr Steven Smith
College of Professional Studies, Northeastern University
June 25, 2011

Sample Materials & Chapters

Table of Contents

Chapter 1

Chapter 3

Chapter 5

For instructors

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ISBN: 9781412909235

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