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Many are experiencing both internal and external turbulence. Internally they are weighed down by a top-heavy hierarchy of executives; they offer little opportunity for subordinate employee advancement and are beset with numerous other human resource inequities. Externally, these same organizations are dealing with the need to reorganize, cut costs, improve collaborative communications, and involve their constituencies in more profitable ways. The need in most agencies is for their marketing units to drive change and create efficiency and stakeholder engagement within their causal ecosystem.

The Need for a New Marketing Orientation Traditionally, marketing has not been a popular subject in nonprofit circles; competition even less so. Marketing issues tend to lay our organizational souls bare and put them on trial. However, with flourishing competition in the nonprofit world, marketing and its attendant strategies must be taken into account to ensure the success—even the survival—of most nonprofit organizations. Today, nonprofit organizations are operating under more changes and pressures than ever before.

Nonprofit practitioners today face social, governmental, and economic changes of an unprecedented magnitude and variety. Such changes are based on the following facts:  A global donor community has become a reality for many non- profit organizations as advertising platforms have multiplied.  Increased media fragmentation has led donors to demand that nonprofit organizations change their methods of communication or suffer the consequences of their nonparticipation. 3 4 Successful Marketing Strategies for Nonprofit Organizations  Even though the world’s superrich are growing numerically, fund raising has become a battlefield as nonprofit organizations compete for scarce resources.

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