Marketing Research for Non-profit, Community and Creative Organizations | 
| Author: Bonita Kolb
Publisher: Butterworth-Heinemann
Category: Book
List Price: $44.95
Buy New: $36.92
You Save: $8.03 (18%)
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Avg. Customer Rating:  1 reviews
Sales Rank: 1897473
Media: Paperback
Edition: 1
Number Of Items: 1
Pages: 290
Shipping Weight (lbs): 1.5
Dimensions (in): 9.6 x 7.4 x 0.6
ISBN: 0750687606
Dewey Decimal Number: 380
EAN: 9780750687607
Publication Date: July 14, 2008
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Shipping: International shipping available
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| Editorial Reviews:
Product Description
This book will have two purposes. First, the book will educate readers on how research can be used to help their organization more effectively reach its goals. Second, it will educate the reader on how to conduct different methods of research and use the findings to improve their product, find customers and develop effective promotion.
Textbooks on nonprofit marketing do teach students marketing theory and practice. However these books often only have a chapter or less on marketing research. As a result of this approach, even if the students gain an understanding of product development, segmentation approaches and promotion methods, they do not know how to conduct the research which would provide the information necessary for making any marketing decision.
This book will be useful for managers of small nonprofit, creative, and community organizations as many do not have business experience. While there are books to help them learn marketing, there are no books available that focus on research.
* A unique book focusing on research methods for the nonprofit community
* Shows how to conduct a range of methods to improve performance
* Takes the reader through a step by step process
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| Customer Reviews:
A great book for nonprofit CEOs and development directors to read along with The Fundraising FeasibilityStudy(ISBN:9780470120743 November 4, 2008
I liked this book. I'm not sure it has much value as a stand-alone book. But I liked it. It is well written and well outlined. It wasn't too long. Nor was it too short.
When I think of marketing research for nonprofits what comes to mind front-and-center are feasibility and planning studies. And there are not many good books that I have seen regarding that subject. Whether you call your efforts marketing research or a feasibility study, the bottom line is that you are doing an investigation into the effectiveness of your philanthropic program while at the same time cultivating, engaging, and motivating donors and volunteers.
The instant book being reviewed does a nice job providing an overview of the marketing research process. And after giving us an overview it gets pretty specific as to the inner workings of how a marketing research project is administered. Interestingly enough, it's exactly how a feasibility and planning study is administered. I just wish the author had mentioned this in her book. She didn't.
A book I consider to be a companion book to the one being reviewed is: "The Fundraising Feasibility Study" (ISBN: 9780470120743). That book provides the coverage of marketing research and goes heavy on that topic from a feasibility and planning study perspective. Exactly what Ms. Kolb's book is weak on.
Both books have a Search Inside feature on Amazon that provides their detailed Table of Contents. I highly recommend you examine these TOCs. If you are thinking of starting a nonprofit, or are about to consider a major fundraising campaign for your existing nonprofit, then I think you would be smart to get both of these books in order to plan your fundraising effort. Another book I think is well worth the read related to this subject is "Developing Your Case for Support" (ISBN: 9780787952457). After reading this last book you may find holes in your nonprofit's philanthropic program. Asking the right questions during your marketing research can fill these holes. 4 stars!
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