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Five direct marketing strategies for nonprofit organisations

โœ Scribed by Joe Saxton

Publisher
John Wiley and Sons
Year
1996
Tongue
English
Weight
604 KB
Volume
1
Category
Article
ISSN
1465-4520

No coin nor oath required. For personal study only.

โœฆ Synopsis

Abstract

This paper outlines five direct marketing strategies which nonprofit organisations are following; Donationโ€led, Intimacy, Audienceโ€led, Productโ€led and Multiโ€product. The purpose in identifying these strategies is to show that nonprofit organisations have a greater range of strategic choices than is often assumed. The second part of the paper looks at the building blocks for a successful direct marketing strategy and shows how they differ between the five strategies.

Direct marketing is used as a generic term throughout this paper. Relationship marketing is used to indicate relationship building, as opposed to simply communicating directly.

๐Ÿ“œ SIMILAR VOLUMES

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Strategies for competitive advantage in nonprofit organisations
โœ Joe Saxton ๐Ÿ“‚ Article ๐Ÿ“… 1996 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 864 KB

Brann Ltd, one of Britain's leading marketing agencies. Until recently he was director of its specialist fundraising unit which has a range of leading charities as its clients. He has an MBA and regularly publishes and talks on marketing and fundraising issues.