Marketing Strategy

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by Peter Maple

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Reprint under consideration – for more details e-mail publications:@dsc.org.uk

A well thought out marketing strategy plays a key role in successful fundraising, from the largest to the smallest voluntary organisation.

Drawing upon the author’s own practical experiences with, among others, Leonard Cheshire and the Brooke Hospital for Animals, and illustrating those of other relevant experts, this book offers a down-to-earth guide to effective marketing including:

- drawing on and building upon appropriate commercial marketing practices
- identifying the vital elements of marketing strategy
- using the concept of ‘brand value’ to strengthen and focus communications
- realising the enormous marketing potential of an
organisation’s volunteers
- keeping abreast of twenty-first century media developments
- understanding the implications of future developments in marketing opportunities.

Employing straightforward language, this book is essential reading for anyone interested in enhancing the reputation, and increasing the capabilities, of their voluntary or social enterprise organisation.