And although the marketing function masquerades under many names within nonprofit organizations— Communications, Advancement, External Affairs, Public Relations, or Brand Management — the primary objectives are pretty much the same: to define and then defend an organization’s position, and move it closer to success in its mission. Marketing answers the questions: How is our program distinctive? What do we want to be known for? Why is our work relevant? With the competition for philanthropic resources and public attention fierce, these are absolutely critical considerations for every nonprofit. While the benefits of investing in marketing may not be obvious to nonprofit leaders, the costs of failing to do so are becoming increasingly clear. With nonprofits coming under increasing.
