ABSTRACT

Once you have sufficiently understood and analyzed your program or organization’s finances (themes from Chapter 2), and you are able to successfully understand and manage your program or organization’s talent (topics of Chapter 3), it is time to focus on the processes of marketing, sales, and communications. At a high level, these processes involve understanding the market demand for your services, publicizing the current work you are doing at your program or organization, and beginning to develop new business opportunities. One reason for publicizing your current work in a nonprofit human service organization, for instance, might be to increase awareness of your programs in an effort to raise more funds for the organization. Prospective funders typi - cally want to understand what programs an organization is undertaking and what results have been obtained before committing funding to an organization.