Marketing Strategy for Effective Fundraising published
Howard Lake | 22 May 2003 | News
The Directory of Social Change has published “Marketing Strategy for Effective Fundraising” by Peter Maple.
This new addition to the fundraising series published by the Directory of Social Change challenges marketeers, and particularly those working in the voluntary sector to learn to be passionate about the causes they espouse and the fundraising activities they pursue.
Author Peter Maple has been a successful marketing practitioner for more than
20 years. He draws on his commercial and non-profit experiences to show how vital an integrated approach to marketing is, and argues that few charities are currently rising to the challenge. Maple’s voluntary sector experience includings working for Leonard Cheshire, Arthritis Care, YMCA and the Brooke Hospital for Animals.
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On the other hand, Maple demonstrates that for-profits have a great deal to learn from the voluntary sector about tactical marketing and in particular about being passionate as opposed to simply using sex to help product sales or brand aspirations.
Indeed it is Maple’s contention that to be successful marketeers of the next decade, they will have to be passionate and that
those companies working towards mutually profitable relationships with charities will be amongst the most successful.
The author goes on, within the book, to show why a well thought-out marketing strategy plays a pivotal role in successful fundraising, for the largest to the smallest voluntary organisation.
The book uses straightforward language and should be of value to anyone interested in enhancing the reputation, and increasing the capabilities, of their voluntary or social enterprise organisation.
The book is published at £19.95.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.