Ben Delaney's Nonprofit Marketing Handbook

The Hands-on Guide to Communications and Marketing in Nonprofit Organizations

Non-Fiction - Business/Finance
148 Pages
Reviewed on 05/25/2014
Buy on Amazon

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Author Biography

When I was hired to be the first ever marketing and communications director for a San Francisco nonprofit, I searched Amazon and my local bookstores for a guidebook. With more than 30 years of marketing experience, I was comfortable that I knew my craft – but I wanted some counsel on what marketing and communications (MarCom) was like in the nonprofit world. I was terribly disappointed – the few books available that addressed the issue were dry as dust, academic tomes that seemed to be a hundred years old. Still I bought the most-praised. And was I ever frustrated. The author, knowledgeable and didactic, struck a note of ivory-tower purity that had little in common with the down and dirty, hectic, pressure-filled, and deadline dependant world of marketing in which I had worked for so many years. And indeed, when I started my new job, I found that marketing in a nonprofit was a lot like the work I had done for dozens of high-tech companies and startups. It was not dry and dead. It was full of life, replete with exacting requirements, personality issues, cultural sensitivities, and impossible deadlines.
After I left that job, I decided that I could help the next me, the nonprofit MarCom initiate, by providing a book that summarizes what that person needs to do, and how to do it successfully, in the nonprofit environment.

    Book Review

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.

Faridah Nassozi

Nonprofit organizations need to reach out to the public for different reasons - find clients, solicit funding, inform the public about your services or even look for volunteers. These institutions need to communicate in a way that speaks to their target audience and brings the desired results, and this book shows you how to achieve this. In this dynamic era, there is no better way to reach out to millions of people than by taking advantage of the opportunities created by the internet, and other modern communication tools. Ben Delaney shows you exactly how to use these helpful and cost-effective communication tools. This book gives a complete A-Z guide on how to achieve effective marketing and communication in nonprofit organizations.

Ben Delaney’s Nonprofit Marketing Handbook is a simple and effective guide that will turn any regular individual into a marketing and communications expert for nonprofit organizations. Ben Delaney does not just share ideas on the effective tools for marketing and communication in small and medium size nonprofit organizations. He goes further to give you clear guidance on how to apply these tools to get your desired results. The tried and tested marketing and communication techniques advised are simple, practical, effective and affordable. This book is very informative and would be a worthy read for anyone planning to start a nonprofit organization or already running one and wishing to discover the most effective way to reach out to their intended audience.

Jane Allen Petrick

"Doing good and doing well." This adage, often applied to the Quaker approach to life, also aptly describes the underlying premise of Ben Delaney’s gem of a book, Nonprofit Marketing Handbook: The Hands-on Guide to Communications and Marketing in Nonprofit Organizations. On his website, Delaney states, "Running a business well can be like sailing in unfamiliar waters. You need a good chart, a good crew, and a competent navigator." And that's the key to the power of Nonprofit Marketing Handbook. It approaches your non-profit organization with a design for doing well as a business.

Delaney provides the "good chart" as well as tools to create "a competent navigator" that will sail your nonprofit to the shores of financial sufficiency, sufficiency that is essential if you are to achieve your mission. Addressing the marketing/communications manager in small to medium-sized nonprofits, he assumes that the reader has little formal knowledge of marketing. Step by step, Nonprofit Marketing Handbook takes the reader through the basic concepts and processes of mar/com as they apply to the nonprofit. For example, in the chapter on branding, Delaney convincingly demonstrates the essential ingredient of this element of marketing for nonprofit success, then goes on to describe concrete steps to achieve it. Branding is but one of the many marketing techniques described in Nonprofit Market Handbook that can have a positive effect on your bottom line. Your nonprofit does have a bottom line and in order to “do good,” it must do well. Nonprofit Marketing Handbook: The Hands-on Guide to Communications and Marketing in Nonprofit Organizations will help your organization do just that.