Reviews for Nonprofit Marketing Guide : High-Impact, Low-Cost Ways to Build Support for Your Good Cause
Choice Reviews 2011 January
Leroux Miller, a communications consultant, has produced an easy-to-read resource for small nonprofit organizations. Focusing on communication strategies, her work provides insightful guidance on how to develop a marketing communications strategy but lacks depth on building out a full marketing plan in the truest sense. Promotion is the entire focus of the book, with little to no mention of definition of product, pricing detail, or distribution information. The book makes an important distinction between "marketing" and fund-raising, and discusses the relationship of the two. The role of online communications is stressed and explored throughout. Leroux Miller also discusses the significance of building relationships with supporters, the community, and the media--all extremely important for nonprofits to be successful. The final chapter briefly discusses the role of evaluation in a marketing communications strategy. The 16 chapters are followed with brief notes and chapter references, largely from the author's Web site. A password is provided to gain access to the book's companion site. This work also contains a glossary of online marketing terms. Summing Up: Recommended. Lower-division students; practitioners. Copyright 2011 American Library Association.