Academic journal article Child Welfare

Book Review -- Marketing Strategies for Nonprofit Organizations by Siri Espy

Academic journal article Child Welfare

Book Review -- Marketing Strategies for Nonprofit Organizations by Siri Espy

Article excerpt

Today's nonprofit organization is operating in a fierce environment. While most agencies recognize that it is no longer possible to rely on good works alone, many struggle with whether and/or how to incorporate marketing into their operation. In Marketing Strategies for Nonprofit Organizations, Siri Espy provides a concise, easy-to-read overview of the concept of marketing and its application and importance to nonprofit organizations.

What distinguishes this book from others on marketing in nonprofit agencies is Espy's candid acknowledgment of the resistance many agencies have toward the concept of marketing. Recognizing that this resistance often reflects a misunderstanding of the functions and benefits of marketing, Espy illustrates in concrete ways the relevance of marketing to mission-driven organizations. He begins with a simple, understandable definition and then broadens the reader's understanding, emphasizing that effective marketing is not an isolated activity, but rather a way of thinking, an approach to the organization's work.

By dispelling the notion that marketing is simply promotion, Espy paves the way for a thoughtful discussion of marketing as a planning and management tool, identifying it as a means to help an organization achieve a predefined, desired position in the marketplace. …

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