Nonprofits would be better served, says Doug Herron, if managers reenvisioned their work as a series of marketing efforts - for example, determining market share and auditing the organization's market practices - yet few nonprofit managers are trained to think in these terms.

In Marketing Nonprofit Programs and Services, he brings together in one volume the best concepts and methods for attracting and satisfying customers, communicating the organization's message distinctively and effectively, and solving membership and program enrollment and retention problems.

This book is particularly helpful to organizations that rely on a mixed base of fees and contributions for support - such as Ys, museums, zoos, theaters, youth groups, and churches. Filled with accessible, proven marketing concepts explained and applied in terms of nonprofits. Marketing Nonprofit Programs and Services is written to be immediately useful to managers of any nonprofit organization, regardless of size.