• Summary
  • Contents

KEY FEATURES Engaging original case studies profile a wide variety of issues and obstacles facing all types and sizes of nonprofit organizations today. Theories, cultural competencies, and ethical and legal considerations are integrated throughout the text. A chapter on risk management explores challenges such as theft, vulnerable populations, and workplace accidents. A chapter on international nonprofits adds a dimension that is not always covered in texts. Case questions teach students to think strategically, solve problems, handle conflict, and unpack organizational issues.

Public Relations and Marketing
8 Public relations and marketing
INTRODUCTION

A local theater posts a flyer on the community board at the corner coffee shop to announce the opening night performance of their newest play. Mothers Against Drunk Driving (MADD) sponsors a billboard near a large university campus warning against the dangers of driving drunk on graduation night. You receive a Facebook message from a friend encouraging you to join millions of others in taking the Ice Bucket Challenge to support the ALS Association.

While distinct from one another, each of these scenarios provides an example of a variety of marketing activities undertaken by nonprofits. In 2013, the American Marketing Association (2015) approved the following definition of marketing: “Marketing is the activity, set of institutions, and processes ...

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