Chapter 1 introduces the concept of marketing and discusses the differences between marketing and nonprofit marketing, namely the issues around target audiences and the differences between the users of nonprofit services and the funding mechanisms that help them stay in business. This chapter discusses the reasons that nonprofit organization leaders have resisted marketing in the past and why it is important to embrace marketing today. It includes an overview of “philanthropy by the numbers” and examines some of the trends that are affecting nonprofit organizations. Finally, the first chapter provides a roadmap for the rest of the book.
