Mission-Based Marketing, Third Edition: Positioning Your Not-For-Profit In An Increasingly Competitive World

Return on investment. Social enterprise. Social marketing. Social networks. Market-based pricing. These terms are now nearly everywhere in the literature of the nonprofit world. But what do they mean to your mission, your staff, your board, and the people that your nonprofit serves? Mission-Based Marketing. Third Edition shows you how your organization can optimally react, respond, innovate, and yes, prosper, in an increasingly competitive and rapid-response environment.

This significantly updated edition of this classic expands on the invaluable hows and whys of not-for-profit empowerment covered in the second edition to offer highly effective new ideas and new criteria for marketing success.

The people your organization serves depend on you to be there to provide services to them. You need them to guide you with their wants, help you locate the opportunities to serve, and work with you to move your organization, your mission, and your community to new heights of effectiveness, well-being, and success. Revealing how top-quality not-for-profits do marketing, Mission-Based Marketing, Third Edition gives your organization the tools to ensure it's doing it right, this year and throughout the twenty-first century.

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 founding his 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.