Why not purchase with the new ICSA Charities Handbook and ICSA's Trustee's Guide, 2nd edition for £100!

An understanding of marketing is vital if charities and other non-profits are to create and fulfil their missions successfully. Drawing on the author's extensive practical experience, Charity Marketing explains how a marketing approach, which puts customers - beneficiaries, supporters, stakeholders and regulators - at the core of their organisation's activities, can help non-profit organisations to become more effective at identifying and meeting need.

'Ian Bruce's work has been very important in introducing marketing into the British not-for-profit scene.' Professor Philip Kotler, Northwestern University

Fully updated and revised, the book is in three sections:

• Part 1 looks at how commercial marketing concepts and theory can be adapted to suit voluntary organisations
• Part 2 uses real life examples to show how a marketing approach can be applied to non-profit organisation activities
• Part 3 is new for this edition, and covers relationship, partnership and cause related marketing.

Charity Marketing is an essential source of ideas and practical advice for staff and trustees in voluntary organisations, large and small.

Paperback •  ISBN: 9781860722967 •   352 pages • Published July 2005 • £29.95

About the author
Ian Bruce: Professor Ian Bruce CBE, is Head of the Centre for Charity Effectiveness at London City University’s Cass Business School. He trained as a marketing manager with Unilever and has adapted this knowledge to the not-for-profit sector. Marketing has been the foundation of his successful leadership approach as Chief Executive of RNIB and Volunteering England, as Assistant Chief Executive of a London Borough and Age Concern England, and as founder or co-founder of six voluntary and community organisations.