What are challenges that marketers face in the world of nonprofit marketing? How crucial is it to teach your students who the target audience is when starting up a nonprofit organization versus other key concepts for managing the nonprofit sector?
The seventh edition emphasizes the challenges of nonprofit marketing and having to influence multiple audiences for long-term success. Chapter one will introduce the three key publics needed for non-profit organizations to grow and prosper:
‧ Clients – May or may not provide sales revenues, but whose patronage is a key indicator of success;
‧ Funding Agencies – Businesses and individuals who have to see progress and social value in order to keep providing resources;
‧ Volunteers – Major resource outfits who find outfits like Habitat for Humanity International essential for achieving its goals;