Center for Civic Partnerships

Marketing and Public Relations

Online Resources

Senior Tech Center
www.seniortechcenter.org
The Senior Tech Center site has a number of articles and tools related to marketing. Search the site using the term “marketing.”

Dot Org Essentials
www.dotorgessentials.net
This website includes a number of articles on how nonprofits can utilize the Internet for marketing and other purposes.

Palo Alto Software
www.paloalto.com/ps/mp/
Marketing Plan Pro is a computer program that can help you create your marketing plan.

Web Marketing Information Center
www.wilsonweb.com/webmarket/
The Web Marketing Information Center offers an online newsletter featuring marketing tips and advice, plus links to thousands of articles on Web marketing and online resources.

Suggested Resources

Articles

Marketing Ideas by Peter C. Brinckerhoff. This article is a collection of marketing ideas for nonprofit organizations, such as customer satisfaction, website improvements, marketing materials and marketing team members.
www.missionbased.com/marketing_ideas.htm

Marketing the Initiative to Secure Financial Support by Jenette Nagy, Kate Nagy and Jerry Shultz. This article from the Community Toolbox website focuses on marketing efforts related to obtaining resources for an organization. It lists 12 steps for an organization to undertake when marketing for resource development.
www.ctb.ku.edu/tools/en/sub_section_main_1333.htm

Marketing and Communications Resources for Non Profits. These materials are from a workshop on "Media and Your Message," for the Forum for Early Childhood Organization and Leadership Development. These materials may be useful for a broad range of non-profits and community groups.
www.fullcirc.com/rlc/rlcindex.htm

Marketing for Charitable Nonprofit Organizations. This article includes some marketing basics and how marketing applies to operations.
www.archrespite.org/archfs7.htm

Publications

Andreasen, Alan, R. Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need, 2nd Edition. Alan Andreasen offers an accessible, easy-to-use guide for those who want to use marketing research to make their organizations more effective but think they can't afford it. Marketing Research That Won't Break the Bank provides sound, practical advice on how to make the most of a small budget— such as the kind small businesses and nonprofits so often face— and make marketing research a viable option. It offers managers the hands-on, simple tools to conduct quality marketing research and get the information they need without spending a lot of money.

Bonk, Kathy; Griggs, Henry; Tynes, Emily. The Jossey-Bass Guide to Strategic Communications for Nonprofits. This book is a step-by-step guide to working with the media to generate publicity, enhance fundraising, and build membership, change public policy, handle crises, and more! This nuts-and-bolts workbook is a tool kit for organizations that want to create successful communications strategies. No matter their size or planning experience, nonprofits can use this guide to enhance their profiles in the media, increase name recognition, boost fundraising, recruit membership, and advance changes in public policy. With a clear mission and the right communications skills, even small volunteer organizations can succeed in designing, planning, and implementing strategic public interest campaigns.
http://www.josseybass.com/WileyCDA/WileyTitle/productCd-0787943738.html

Bray, Robert. SPIN Works! A Media Guidebook for Communicating Values and Shaping Opinion. The guidebook gives readers the nuts and bolts of effective public relations and media activism. It includes case studies, models for success and tips to help groups advocate for their issues through the press.
www.spinproject.org/resources/spinworks.php3

Herron, Douglas. Marketing Nonprofit Programs and Services: Proven and Practical Strategies to Get More Customers, Members, and Donors. If nonprofit managers reenvisioned their work as a series of marketing efforts—for example, determining market share and auditing the organization's market practices—nonprofits would be better serves, says Doug Herron, yet few nonprofit managers are trained to think in these terms. Drawing on thirty years of managing nonprofits and teaching workshops in the United States and Canada, Herron concludes that what nonprofit managers really want are smart, tried-and-true strategies.

Radtke, Janel, M. Strategic Communications for Nonprofit Organizations: Seven Steps to Creating a Successful Plan. Janel Radtke introduces all-important communications concepts and issues in plain English. Taking a wholly practical, in-the-trenches approach, she combines expert insights, real-life case studies, and clear, step-by-step instructions to demonstrate nonprofit communications strategies that work. She provides: an easy-to-follow, seven-step program for developing a comprehensive, multifaceted communications plan; a disk containing all the worksheets, forms, surveys, and self-assessment tools needed to create a total communications plan; techniques for matching the message with the medium and for adapting both to specific purposes, such as fund-raising, advocacy, public education, public relations, and more.

Stern, Gary, J. Marketing Workbook for Nonprofit Organizations, Volume II: Mobilize People for Marketing Success. Use this guide to put together a successful promotional campaign based on the most persuasive tool of all: personal contact! Whether the goal is raising funds, recruiting volunteers, or selling tickets, the old saying, “people buy from people,” is as true as ever. Mobilize People for Marketing Success shows how to mobilize an entire organization, its staff, volunteers, and supporters in a focused, one-to-one marketing campaign. This guide provides instructions, real-life examples, and detailed worksheets to create an effective campaign.
www.wilder.org/pubs/index.html