Mission-Based Marketing, Third Edition: Positioning Your Not-for-Profit in an Increasingly Competitive World -- Contents -- About the Author -- Chapter 1: Introduction -- Overview -- A Competitive and Always-Online World -- Who This Book Is Written For -- The Benefits of Reading This Book -- Preview of the Book -- Recap -- Chapter 2: Marketing: A Key to Better Mission -- Overview -- The Characteristics of a Mission-Based, Market-Driven Organization -- Meeting Customer Wants -- Treating Everyone like a Customer -- What about Your Competition? -- A Team Effort -- Recap -- Discussion Questions -- Chapter 3: Being Mission Based and Market Driven -- Overview -- Which Is Right, the Market or the Mission? -- Moving with the Markets and Maintaining Your Mission -- The Never-Ending Marketing Cycle -- The Results of Becoming Market Driven -- Motivating Board and Staff -- Holding On to Your Core Values -- Recap -- Discussion Questions -- Chapter 4: Being Flexible and Innovating with the Market -- Overview -- The Need for Flexibility -- Retaining the Capacity for Flexibility -- Being a Change Leader -- The Pace of Change in a Competitive Environment -- Recap -- Discussion Questions -- Chapter 5: The Marketing Cycle for a Nonprofit -- Overview -- The Marketing Cycle That Works -- The Marketing Disability of Most Nonprofits -- The Marketing Cycle and Your Competitors -- Recap -- Discussion Questions -- Chapter 6: Who Are Your Markets? -- Overview -- Market Identification and Quantification -- Market Segmenting -- Focusing on Target Markets -- Treating All Your Markets Like Customers -- Recap -- Discussion Questions -- Chapter 7: Who Are Your Competitors? -- Overview -- Identifying Your Competition -- Studying the Competition -- Focusing on Your Core Competencies -- Recap -- Discussion Questions -- Chapter 8: Asking Your Markets What They Want -- Overview.

Surveys -- Focus Groups -- Informal Asking -- Asking (and Listening) Online -- Asking Mistakes -- After Asking -- Recap -- Discussion Questions -- Chapter 9: Better Marketing Materials -- Overview -- The Problems with Most Nonprofits' Marketing Materials -- Solving Customers' Problems -- Things to Include in Your Marketing Materials -- Things to Avoid in Your Marketing Materials -- Developing Different Materials for Different Markets -- Recap -- Discussion Questions -- Chapter 10: Technology and Marketing -- Overview -- Tech Is an Accelerator of Good Marketing -- (Your Web Site Is) Your First Chance to Make a Good Impression -- Asking and Listening -- Beware the Digital Divide -- Social Networking/Social Media -- What's Next? -- Recap -- Discussion Questions -- Chapter 11: Incredible Customer Service -- Overview -- Three Customer Service Rules -- The Customer Is Not Always Right, but the Customer Is Always the Customer, so Fix the Problem -- Customers Never Have Problems -- They Always Have Crises, so Fix the Problem -- Never Settle for Good Customer Service- Seek Total Customer -- The Unhappy Customer -- Regular Customer Contact -- Turning Customers into Referral Sources -- Recap -- Discussion Questions -- Chapter 12: A Marketing Planning Process -- Overview -- Developing Your Marketing Team -- An Asking Schedule -- Targeting Your Marketing Effort -- A Marketing Plan Outline -- Marketing Planning Software -- Recap -- Discussion Questions -- Final Words -- Index.