Gary J. Stern is president of Gary J. Stern & Associates, Inc., an international consulting firm specializing
in organizational effectiveness with nonprofit groups. He is also the author of Marketing Workbook for Nonprofit
Organizations Volume II: Mobilize People for Marketing Success and The Drucker Foundation Self-Assessment Tool
Process Guide. He is a former senior consultant with the Amherst H. Wilder Foundation, and is a noted speaker and
trainer. Stern has been a speaker at the Standford University Graduate School of Business, and at the Drucker Foundation
Leadership and Management Conference. His clients include YMCA-USA, the American Lung Association, United Way of
Canada-Centraide Canada, the National Council of Jewish Women, and Fundacion Compromiso of Argentina.
Review
"I highly recommend the Marketing Workbook. It outlines a very logical marketing planning process and provides
a useful set of forms for preparing marketing plans."
--Dr. Philip Kotler, Kellogg Graduate School of Management, Northwestern University
"An excellent resource for defining the process that every nonprofit, regardless of national or local level, MUST
go through in order to be successful in today's competitive environment."
--Sandra Gordon, Senior Vice President, Corporate Communications, National Easter Seal Society
"Gary Stern has done a masterful job of structuring and presenting the fundamentals of marketing for nonprofits
in straightforward, unpretentious language. This workbook should be everyone's first step into the field."
--Mal Warwick, Chairman, Mal Warwick & Associates, Inc., author, How to Write Successful Fundraising Letters
"A priceless tool. Shows that the language of marketing and promotions are universal vehicles, not exclusives of
private business."
--William T. Merritt, President/CEO, National Black United Fund, Inc.
"...very comprehensive and well-written. Congratulations on such a useful (and enjoyable) publication!"
--Sue Martin, Senior Programs Specialist, Family Violence Prevention Fund, San Francisco
"...common sense eloquence that makes marketing doable and real for nonprofits."
--Richard Steckel, AddVentures Network, Inc., Denver; former Director of the Denver Children's Museum
"A lively, well-written and practical guide to marketing nonprofit organizations and programs."
--Lester A. Picker, The Baltimore Sun
Amherst H. Wilder Foundation Web Site, October, 2000
Summary
Marketing Workbook for Nonprofit Organizations Volume I gives you proven techniques to achieve your goals!
If marketing seems too commercial or too complex, or if your current efforts aren't delivering results, this book
is for you.
This valuable guide shows you how to use marketing to make a greater impact. It�s so thorough, many experienced
marketing professionals use it as well. You can follow the 5-step process to:
Ensure you have the right services to meet people's needs
Reach the people you want to help
Convey your message to your target audience
Generate more resources and support to carry out your mission
Make a strong impact in your community and beyond
Unique features make marketing understandable and easy to do
Written by Gary J. Stern, an internationally-recognized consultant to nonprofit organizations, Marketing Workbook
Volume I demystifies marketing and takes you step-by-step through the entire process. In fact, it was adapted as
the official marketing workbook of the United Way of America. Marketing Workbook Volume I shows you how to:
Link marketing with strategic planning
Set goals and evaluate your success
Conduct a marketing audit using the Six Ps of Marketing
Position your organization in a unique niche
Develop a marketing plan and promotional campaign
Plus, you also get:
27 proven promotional techniques
Dozens of tips for writing and design
A sample marketing plan
A case study of how one nonprofit implemented their plan
Easy-to-complete, detachable worksheets to create your own plan and keep on track
And much more!
With this helpful resource, your marketing plan won�t be an endless document filled with jargon, but a simple
and usable plan designed to get results!
Table of Contents
PART I: DEMYSTIFYING MARKETING
There's a Spirit to It
Five reasons you need marketing
A word to skeptics
Marketing Is All About Exchanges
The Marketing Process
Overview of marketing steps: The six P's of marketing
Marketing, strategic planning, and program development
Successful marketing is a sustained effort
How to use this book
YOUR MARKETING EFFORT
Step 1 Set Marketing Goals
Defining success
Action goals: asking the key questions
Image goals: considering your image
Completed sample: Worksheet 1
Step 2 Position Your Organization
Finding your niche
Developing a positioning statement
Tips for establishing your niche
Completed sample: Worksheet 2
Step 3 Conduct a Marketing Audit
Taking stock of your current marketing efforts
Are the Six Ps in line? A look at product, publics, price, place, production, and promotion
Completed sample: Worksheet 3
Completed sample: Worksheet 4
Step 4 Develop a Marketing Plan
A blueprint to achieve your goals
One-page sample plan
Implementation: who, what, when, and within budget
Tips for implementing your plan
Completed sample: Worksheet 5
Step 5 Develop a Promotion Campaign
Inviting people in
Promotion conveys an image
Crafting an effective promotion message: the key questions
Twenty-seven promotional techniques and how to choose the right combination
Implementation
Completed sample: Worksheet 6
Evaluate Your Marketing Effort
Experience is the best teacher
Questions for evaluating your effort
An end�and a beginning
Afterword
The challenge of being ahead
Appendices
Appendix A Idea-generating techniques
Appendix B Market Research
AppendixC Annotated List of Promotional Techniques
AppendixD Tips for Implementing Your Promotion Campaign
AppendixE Resources
AppendixF Detachable Marketing Worksheets
