Strategic Marketing for Non-Profit Organizations

Strategic Marketing for Non-Profit Organizations is the third book in the Alternative Communication series by Alan Andreasen and Philip Kotler. The book covers a variety of topics such as “strategy for nonprofits: What’s it All About? What’s it Going to Cost You?” and “Nonprofit Strategy – Three Easy Steps.” Reflecting today’s relevant context, this third bestseller offers readers an innovative framework for marketing in non-profit organizations.

Part one of this four-book series focuses on strategic marketing for non-profit organizations with a unique perspective on branding impacts marketing strategies. Building upon the first two books, this third text takes a fresh look at the branding debate with an innovative approach that considers both the benefits and drawbacks of branding for non-profit organizations. The book concludes with a case study highlighting a prominent South Florida faith community that has re-branded its image to increase donations and membership while also significantly decreasing spending effectively. The authors conclude their text with a case study of a church in Vermont that re-branded itself to become a food bank, developing creative strategies to reach out to families in need and redefining marketing for the food bank.

Part two of this four-book series traces strategic marketing development through the ages, looking at the changing theories that underpin marketing strategies across various industries. The book traces strategic marketing’s evolution through art and literature to corporate strategy to marketing for political campaigns. The final chapter considers how social media has affected strategic marketing through its ability to build communities and produce new markets for service providers. The authors conclude their text by presenting case studies of how strategic marketing strategies adapt to a new age. Consumers have stronger rights and are demanding new terms and service conditions.

Using case studies from several key projects and involving case study surveys, the book discusses the many benefits of strategic marketing for non-profit organizations. For example, using multiple marketing approaches can increase the overall effectiveness of a marketing campaign. Using creative marketing, including TV commercials, direct mail campaigns, and brochures/ flyers, a non-profit can achieve increased visibility and response rates. Using this strategy, the message that the organization wishes to get across can be made more personal. On the other hand, when using only one approach, such as TV commercials or direct mail campaigns, the response rate may not reach the desired levels.

One of this book review’s main strengths highlights three case studies related to strategic marketing for non-profit organizations. These case studies provide practical tips that can be implemented immediately to increase response rates. Additionally, these case studies also show how each specific approach’s results vary depending on the organization and its situation. This allows the reader to examine which approach would be best for them and why allowing them to make a more informed decision on what marketing strategies are best.

The author’s expertise in marketing and her examples of other successful organizations allow this text to draw specific conclusions based on these cases. Also, she provides an extensive glossary of marketing terms and jargon and a definition of some popular marketing terms, providing potential readers with a better understanding of what they are referring to. 

Finally, the main strength is that the text is comprehensive. Even if one is not a marketing or business-minded individual, the text provides relevant strategic marketing examples through case studies and application lessons. Moreover, the text employs several pages of addressee tables and appendices, which further aids the reader in expanding their understanding of strategic marketing. With all these strengths, one is left with the strong opinion that Strategic Marketing for Non-Profit Organizations should be highly considered by those wishing to implement such marketing strategies. With this book review in mind, anyone considering strategic marketing for non-profit organizations should consider this text.