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Marketing

  • A Guide to Working With the Media. This useful guide was developed by the Corporation for National and Community Service for use in AmeriCorps and other programs.  It contains very  good information on a variety of media strategies: www.nationalservice.org/resources/cross/media_guide.pdf

  • All About Marketing
    Carter McNamara, MBA, PhD
    http://www.mapnp.org/library/mrktng/mrktng.htm

  • Beyond Fund Raising: New Strategies for Nonprofit Innovation and Investment. Kay Sprinkel Grace (AFP/Wiley Fund Development Series). (ISBN: 0471162329)

  • Building an Effective Website: A Guide for Non-Profit Organizations. http://oxygenate.com/web101/index.htm

  • CPR for Nonprofits: Creating Strategies for Successful Fundraising, Marketing, Communications and Management. Alvin H. Reiss. (ISBN: 0787952419)

  • Creating an Online Press Room.  A brief, yet informative look at one of the least understood areas of effective web-based public relations: www.ddj.com/documents/s=2781/nam1012432234/index.html

  • Financial Management for Public, Health, and Not-for Profit Organizations. Steven A. Finkler. (ISBN: 0130176141)

  • Gaining Momentum: Spreading Your Message.  http://www.americaspromise.org/products/stratserieslib/COP_October2002.pdf

  • Getting Your Message on the Air:  A Guidebook for Community Nonprofit Organizations.  A brief, yet very informative guide to getting PSAs on the air, getting local media coverage, and other strategies for media outreach. Published by the National Association of Broadcasters. https://www.nab.org/publicservice/Get_Msg_On_Air.asp

  • Going to Market - Marketing Concepts for Mentoring Programs (2000).
    Barbara E. Webster, M.N.A., The EMT Group, Inc.
    www.emt.org/userfiles/GoingMarket.pdf

  • Grassroots Marketing: Getting Noticed in a Noisy World. Shel Horowitz. (ISBN: 1890132683)

  • How to Write a Press Release http://www.servenet.org/cont/control_cont_item_view.cfm?contentTypeId=12

  • Ideas for Media Pitches. State Franchise Tax Board for the Schools Partnership Program.
    (file: IdeasForMediaPitches)

  • The Jossey-Bass Guide to Strategic Communications for Nonprofits : A Step-by-Step Guide to Working with the Media to Generate Publicity, Enhance Fundraising, Build Membership, Change Public Policy, Handle Crises, and More! Kathy Bonk, Henry Griggs, Emily Tynes (ISBN: 0787943738)

  • Making Health Communication Programs Work:  A Planner's Guide.  This publication developed by the National Cancer Institute, offers a very thorough guide to planning and implementing a media public awareness campaign.  While obviously originally designed for things like anti-smoking campaigns, many of the ideas and strategies in the book are relevant to the process of showing the public the need for mentoring in their community and the value of your program:  www.nci.nih.gov/pinkbook 

  • Marketing Nonprofit Programs and Services: Proven and Practical Strategies to Get More Customers, Members, and Donors. Douglas B. Herron.  (ISBN: 0787903264)

  • Marketing Workbook for Nonprofit Organizations. Gary Stern (Amherst H. Wilder Foundation), 1990. (ISBN: 0940069253)

  • Marketing Your Services:  For People Who Hate To Sell. Rick Crandall, Ph.D. (Contemporary Books), 1996. (ISBN: 0071398716)

  • Media Outreach Made Easy:  An Advocate's Guide to Working With the Press. Originally developed for domestic violence advocacy work, this guide can easily be adapted for use with other issues.  It contains very good tips and suggestions on a wide variety of media relations topics.  Published by the National Resource Center on Domestic Violence: www.vawnet.org/NRCDVPublications/TAPE/Papers/NRC_media.pdf

  • Mission-Based Marketing: An Organizational Development Workbook. Peter C. Brinckerhoff. (ISBN: 0471237175)

  • Senior Tech Center's Marketing Learning Path.  This useful learning path, one of many produced by the Corporation's Senior Tech Center, focuses on program marketing and public relations.  Especially valuable are the many planning tools, worksheets, and templates included on the site: www.seniortechcenter.org/learning_paths/marketing

  • Successful Marketing Strategies For Nonprofit Organizations. Barry J. McLeish. (ISBN: 0471105678)

  • Strategic Communications for Nonprofit Organizations: Seven Steps to Creating a Successful Plan. Janel M. Radtke (Author). (ISBN: 0471174645)

  • Strategic Marketing for Nonprofit Organizations (6th Edition). Alan Andreasen and Philip Kotler. (ISBN: 013041977X)

  • Using Public Relations Strategies to Promote Your Nonprofit Organization. Ruth Ellen Kinzey. (ISBN: 0789002582)

  • Youth in Action..."Working With the Media" Issue.  The March 2000 issue of the National Network for Youth Newsletter offered a nice primer on media relations and strategies.  www.ncjrs.org/pdffiles1/ojjdp/178998.pdf

 

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This Web site is provided and maintained by the Center for Applied Research Solutions, Inc. (CARS), formerly EMT Group, Inc. through the Mentoring Technical Assistance Contract that is funded through the California Department of Alcohol and Drug Programs.