Category Archives: Non-Profit Marketing (charities, associations, etc.)

Content Marketing: Key Strategy for Non-profits

One of the areas I have not discussed in my blogs is the growth of content marketing , especially as it relates to non-profits. For those of you who are not knowledgeable about content marketing I will use the definition from a very reliable source. According to the Content Marketing Institute, “content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience—with the objective […]

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Museums need Marketing

A number of years ago I was having dinner with Northwestern Marketing Professor Philip Kotler and he mentioned to me that he was working on a book on Museum Marketing with his brother Neil (Neil G. Kotler is the president of Kotler Museum and Cultural Marketing Consultants, Arlington, Virginia, and a former museum professional at the Smithsonian Institution.) The book which has had two editions is an excellent resource for Museums. See: Museum Marketing and Strategy: Designing Missions, […]

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Why the TOWS Matrix is important to Public Sector Marketers

As someone who teaches marketing I am always surprised that most of the participants at my courses and seminars are very familiar with a SWOT analysis (which stands for Strengths, Weaknesses, Opportunities and Threats.) For those who are not familiar with the SWOT analysis – it helps organizations  identify strengths and weaknesses predominantly based on internal factors. Opportunities and threats usually arise from an external environment.

However, very rarely do I find participants who are familiar with SWOT employ  the SWOT/TOWS […]

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