July 26, 2007
Marketing Techniques Alone Won't Advance a Charity's Cause, Experts Say
When it comes to marketing, nonprofit groups should not simply try to raise awareness or reach small segments of their intended audience, but rather focus on spurring collective action, a brand and marketing expert said at an American Marketing Association meeting here this month. To do that, charity marketers need to work closely with people running the charitable programs of their organizations, he said.
Bill Toliver, a Seattle consultant, said nonprofit officials should use
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