Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 24

Good nonprofit marketing has many possible outcomes, and raising dollars is one of them. But nonprofits also use marketing to find and galvanize volunteers; to persuade decision makers; to change public policy; to raise awareness; to encourage behavior changes; to converse with clients, supporters, and partners; to foment social change – and more.

Although you can have successful long-term marketing campaigns that don't involve fundraising, you cannot have successful long-term fundraising campaigns without marketing. Marketing and communications are how you talk to your donors in between those times when you ask for money. They're what pull new people into your pool of potential new donors and what keep current donors happy with your organization so they will give again.

This is not a fundraising guide, but you'll find fundraising-related tips and examples throughout the book, because that is one result of successful nonprofit marketing.