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Reviewed by Bil Howard for Readers' Favorite
Telling your story and receiving the attention that your non-profit organization deserves is a combination of art and proven scientific methods. Ben DeLaney, in Ben DeLaney’s Non-Profit Marketing Handbook demonstrates how utilizing some of the best practices of for-profit marketing campaigns also works very well in non-profit campaigns. By utilizing system marketing and a concept called MarCom - Market Communication - non-profits can be just as effective as for-profits in reaching clients, donors and potential donors with critical information about their cause and needs. Ben discusses the necessary roles that media, branding and communication play in non-profit marketing by showing how they work in for-profit marketing. He stresses the importance of testing your market, analyzing the results and adapting to the changes that are constantly taking place. He helps you better understand the difference between marketing and sales and how each plays a very different role. You will learn how to make both your online and offline presence one consistent message that will continue to resonate with clients and potential clients, regardless of what media they prefer. In essence, consistency in your MarCom efforts should permeate the entire organization and not only be spoken, but carried out with action to back it up.
It really doesn’t matter whether your organization is for-profit or non-profit because the “common sense” approach that Ben DeLaney takes in Ben DeLaney’s Non-Profit Marketing Handbook will strengthen all of the elements of your marketing approach. Though he does address certain unique challenges that non-profits face, his approach is a very easy to follow set of ideas and approaches to marketing that bring the best results for their efforts. Seeing marketing and communication as an investment, tracking its effectiveness and using it to strengthen both aspects of your organizational message is precisely how the best known for-profit and non-profit organizations that we recognize most have developed. Ben DeLaney’s Non-Profit Marketing Handbook should be an essential element in preparing, planning and executing the MarCom approach of your organization and used as a quick reference and refresher for those who are struggling to develop a stronger message.