Non-Profit articles by the best and brightest in the field

• Holiday Email Tactics for Nonprofitsby Winston Bowden
  Retailers have been aggressively planning their holiday marketing strategies for months. In these stressful economic times, it is more important than ever to build messages that resonate with your audience. Like retailers, nonprofits should be thinking about how they can tell their story and leverage the holiday season. In this article, we'll discuss some techniques that nonprofits can use to bolster revenue and solicit support from members through email and online tactics. [Read the full story] Marketing Articles: Non-Profit
• MarketingProfs Book Club: Q&A with 'Robin Hood Marketing' Authorby Christina Kerley
  The MarketingProfs Book Club is back! "Robin Hood Marketing" shows how to sell your cause as successfully as the great marketers of corporate America sell their brands and products. Here's how nonprofits can "steal" tactics from the big brands. [Read the full story] Marketing Articles: Non-Profit
• Basics of Strategic and Tactical Pricingby Joy V. Joseph
  As one of the 4 Ps of marketing, pricing is the most direct way of communicating value to customers. It has the most direct impact on bottom-line performance. At the same time, price as a marketing instrument is tricky. Here's the basics of pricing from both a strategic and tactical angle. [Read the full story] Marketing Articles: Non-Profit
• Q&A: PETA's 'Gorilla' Marketing Tacticsby Ann Handley
  No matter how you feel about PETA, as an entity or a cause, you probably know its marketing. Even those don't admire it, in other words, are likely aware of it. Pointed, outrageous, admired and criticized, PETA's messaging is the type that makes the audience sit up and take notice. [Read the full story] Marketing Articles: Non-Profit
• Corporate Philanthropy That Fits All: How Any Business Can Do Good - and Benefitby Elaine Fogel
  The precedent-setting commitment of Warren Buffet and Bill Gates to charitable work is bringing corporate philanthropy to the forefront. After many years of corporate scandals and Sarbanes-Oxley news, the tipping point has arrived. Corporate philanthropy is good—both for business and the nonprofits that benefit from it. And the better news is... you don't have to be in big business to do it. [Read the full story] Marketing Articles: Non-Profit
• Strategic Social Marketing for Nonprofitsby Nedra Kline Weinreich
  If you run a nonprofit, you know that marketing is essential to your mission. To many nonprofit managers, marketing equals fundraising and nothing more. But your organization exists for more than just bringing in donations. By using social marketing methods, you can boost the effectiveness of programs and activities that are the reason your organization exists in the first place—to make a difference. [Read the full story] Marketing Articles: Non-Profit
• Cause Marketing: Good Deeds as Good Businessby Sherlyn Manson
  Consumers want to align themselves with brands, employers and even investments that stand for something we believe in and that we can feel good about. Here's how smart companies are responding (and how your organization can, too). [Read the full story] Marketing Articles: Non-Profit
• The Nonprofit Business and Marketing Plan—Part 2: A Guide for Marketingby Elaine Fogel
  Taking the time to create a written Marketing Plan is the icing on your Business Plan cake. Without it, it's difficult to achieve your business goals. Having a solid Business and Marketing Plan in tow enables you to evaluate any new opportunities to see whether they fit into your plan and live your mission. What's more, a Marketing Plan will also give your nonprofit a business-oriented approach to its operations. Generating revenue is growing increasingly competitive and challenging. When your organization adopts a business focus to blend with its charitable or nonprofit mission, you increase your chances for success and longevity. [Read the full story] Marketing Articles: Non-Profit
• The Nonprofit Business and Marketing Plan--Part 1: Your Road Mapby Elaine Fogel
  In the nonprofit sector, many organizations operate without a strategy or written annual plan. Even some small-to-midsize businesses have avoided the task of developing written plans, focusing instead on generating revenue and simply staying alive in their markets. But going through this exercise is an important step in developing a business paradigm to operating nonprofit organizations. With increased opportunities to expand corporate philanthropy, and the need to show greater accountability to stakeholders, the outcome will help identify the organization's strengths, weaknesses, opportunities and risks. Being proactive in this approach is not only strategic, it is imperative in today's growing nonprofit sector. [Read the full story] Marketing Articles: Non-Profit
• Cause-Related Marketing: Does Corporate America Genuinely Care?by Elaine Fogel
  When corporate America participates in cause-related marketing programs, it enhances its image, customers show greater loyalty, the public recognizes companies as good corporate citizens, and the companies gain a competitive advantage in staff recruitment and retention. But does corporate America really care? [Read the full story] Marketing Articles: Non-Profit
• Brands, Millennials and Universitiesby Joseph Benson
  How well do you understand the "customers" of your university, and what do you know of their lifestyles and buying behaviors? [Read the full story] Marketing Articles: Non-Profit
• Cause Marketing: Taking a Cue From the Private Sectorby Kathy Klotz-Guest
  Are you working for a nonprofit or promoting a social cause? Many of the for-profit rules about marketing strategy apply there, too. [Read the full story] Marketing Articles: Non-Profit
• Dear Tig: Sales Cannibals, Selling Not-for-Profits, and Who “Owns” Advertising?by Tig Tillinghast
  Tig's back with another installment of his Dear Abby for Marketers. This week, do offline sales cannibalize online sales? Also -- who "owns” advertising? The agency, or the client who inspired the work? [Read the full story] Marketing Articles: Non-Profit
• Branding the Non-Profit by Kristine Kirby Webster
  Here's what non-profits need to know (and what for-profits can learn) about branding. [Read the full story] Marketing Articles: Non-Profit
• Passion Marketingby Jonathan Schreiber
  Want to put passion into your marketing plan? Learn how the best non-profits do it. [Read the full story] Marketing Articles: Non-Profit

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Non-Profit case studies, deconstructing real life examples and illustrating lessons learned

• How a Nonprofit Used New Banner-Ad Technology and Market Insight to Create an Effective Viral CampaignThe Blue Cross
• How a University Embraced Social Media and Scored Millions in YouTube ViewsCarnegie Mellon University
• How Goodwill Attracted Hip Customers via Social Networking, a Virtual Fashion ShowGoodwill of Greater Washington
• How a State Agency's Anti-Smoking Campaign Effectively Reached Teens via the Web, TV and Live EventsColorado State Tobacco Education & Prevention Partnership (STEPP), a division of the Colorado Department of Public Health & Environment
• How a Software Company Became a Marketing Partner By Adding Mobile DataSalesTrac, Inc.
• How a Nonprofit Developed Marketing Materials That Spoke to Its Culturally Diverse Audience, Bringing in New MembersSan Francisco Health Plan
• How a Nonprofit Moved Toward a For-Profit Marketing Model to Advance Its Nonprofit MissionMuseum of Science, Boston
• A Nonprofit Crafts a Compelling DM Strategy and Exceeds Its Conference Goals by 25 PercentThe Points of Light Foundation

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Non-Profit online seminar broadcasts from the best minds in marketing

• Creating Profitable Marketing Partnerships with NonprofitsAttendee rating:  - Aug 23, 2007

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Non-Profit mini articles distilling bite-sized advice (from our Get to the Point newsletters)

• Try Some Nonprofit Holiday 'Retail'Email Marketing
  "In these stressful economic times, it is more important than ever to build messages that resonate with your audience," says Winston Bowden in an article at MarketingProfs. "Like retailers, nonprofits...
• An Apple a DayMarketing Inspiration
  "At some point just about every marketer is bound to look at something that Apple is doing and wish they could have done it for their own brands," says Rohit...
• You Tried Hard. I Like You. Customer Behavior
  The Avis tagline "We Try Harder" might be more than just a clever advertising slogan. Research at the University of Southern California has proven that customers reward companies that are...
• Who Are You, and Why Should I Care What You Say?Customer Behavior
  Companies are becoming increasingly involved with sponsoring social causes, such as encouraging consumers not to drink and drive. These do-good practices are laudable. They also support socially redeeming causes, which...
• For-Profit Tips for Non-Profit Email Email Marketing
  According to Winston Bowden, some non-profits may not be using the Internet as effectively as their corporate cousins. What's missing? A good email marketing campaign. "Whether you're launching a membership...
• Wake Up Your Sleepy SubscribersEmail Marketing
  If you do online marketing, you no doubt have a list of contacts who exist in a sort of limbo: they don't seem to open their email, but neither have...

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