Understanding and Engaging with Your Stakeholders
Chapter 4 covers the idea of target audiences for nonprofit organizations. This is one area where marketing for nonprofit organizations differs from that of other organizations, namely because the recipient of services don’t necessarily pay for these services. Instead the money for nonprofits typically comes from donors or other sources of funding. That said, it is important to understand each stakeholder and how to craft effective messages to reach them. Additionally, there are other stakeholders to consider. This chapter also discussed the core tenets of STP—segmentation, targeting, and positioning of audiences for nonprofit organizations. It includes several tools that are helpful for the STP process.
1978 ◽
Vol 36
(2)
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pp. 522-523
1990 ◽
Vol 48
(3)
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pp. 600-601