A well-planned marketing strategy has a key role in the execution of a successful fundraising campaign. Peter Maple, now a senior lecturer with South Bank University, wears not only his academic hat but also draws heavily on his hands on experience at a senior level with major charities to provide a down-to-earth guide to effective marketing. The book offers a strategic, integrated approach and enables readers to plan and implement social marketing strategies with more impact and better coordination. The new edition is planned to appeal to specialist fundraisers and managers wanting a clearer view of: Current best practice A review of the established literature on the subject Emerging trends and changes in fundraising and marketing in the not-for-profit sector Developments in the sector and the new realities of the economic downturn How marketing works for social enterprises and other organisations seeking to operate with a public benefit. Who is this book for? Marketing Strategy is aimed at fundraisers wanting to understand more clearly the role of social marketing as well as existing and student charity marketeers wanting to integrate fundraising and communications more effectively.