- Shows charities and non-profits how to use commerce and business strategy to create sustainable social outcomes, and identify new ways to develop earned income streams
- Contains a wealth of interviews from CEOs and commercial directors of successful charities, including the National Autistic Society, NSPCC, Nacro, NCVO, World Jewish Relief, British Asian Trust, Scouts, and Skills for Care
- Reveals the marketing strategies and business techniques currently being used by the biggest and most successfully charities, and shows how these can be adapted and scaled to suit non-profits of any size
- Is the only book available that goes beyond fundraising and focuses on business development and marketing strategies to procure earned income and commercial growth within the charity sector
- Written by one of the UK's leading expert on strategy and commerce within the charity sector
The Commercial Charity
How Business Thinking Can Help Non-Profits Grow Impact and Income
Apply marketing and business development strategies within the charity and non-profit sector, to drive growth of earned income and increase commercial and social impact.
Key features at a glance
EAN: 9781789663280
Edition: 1
Published:
Format: 235x160
216 pages
About the book
Contrary to popular perception, charities and non-profits now generate over half their total income by selling goods and professional services.
Charities of all shapes and sizes are increasingly targeting commercial growth to help fulfil their aims, and commercial income within the sector has doubled since the year 2000. Big opportunities exist, and The Commercial Charity will help any professional in the sector to take advantage of them and increase the social and financial impact of their organization.
Using a wealth of examples, The Commercial Charity demonstrates the wider societal benefits of taking a professional approach to commercial income and harnessing business to bring about change. It provides a process for creating a clear, integrated strategy, outlining a methodology for developing ideas and scaling innovations, while providing an ethical model for marketing and selling them. With interviews from leaders of many of the most successful charities including the National Autistic Society, NSPCC and British Asian Trust, this book will show readers how to evolve their organization into a professional, commercially-adept non-profit. Ultimately, readers will learn how to successfully use business principles and techniques not just to raise money, but to create long lasting and self-sustaining social impact.
About the authors
Martyn Drake is recognized as one of the leading experts on strategy and commerce within the non-profit sector. He founded Binley Drake Consulting, with clients including WeightWatchers, Walgreens Boots Alliance, Joules, First Choice, and many more. Since 2013, he has worked in the non-profit sector for clients including the National Autistic Society, the National Health Service, Royal Mencap Society, Parkinson's UK, Sense and Anthony Nolan.
An indispensable guide. Any third sector senior leader will find something new and inspiring in this book.
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