Marketing for the Voluntary Sector: A Practical Guide for Charities and Non-Government Organisations by Paula Keaveney
The charity world is huge and continues to grow. The Charity Commission registers up to 50 new organizations each month. As a result, the environment in which charities operate is becoming ever more competitive, and the need for organizations to make themselves distinct and to stand out from the crowd has become increasingly pressing. "Marketing for the Voluntary Sector" argues that, if an organization is to succeed in its goals, a marketing approach should permeate right the way through from top to bottom. By knowing the markets they work in, charities can match their activities to external needs and therefore achieve as much as possible for their beneficiaries. With contributions from a wide range of charities, agencies and fields, this book offers practical and readable advice for anyone who is serious about marketing in the voluntary sector. The book is divided into three parts: branding, identity and structures; markets - focusing on funders and opinion formers; marketing tools and techniques.