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Not-for-Profit Organizations Benefit from Corporate Marketing Strategies

Building a brand image that helps attract clients and donors, recruit employees, and convey clear, persuasive messages can be every bit as effective for not-for-profit groups as it is for the corporate sector.

New York, NY, October 08, 2007 --( In an article published in the October 4 issue of The Chronicle of Philanthropy, Peter Rogovin, Founder of Next Level Strategic Marketing Group, and Robert C. Wilburn, President of the Gettysburg National Battlefield Museum Foundation, discuss the misconceptions that often undermine not-for-profit marketing efforts.

The article offers suggestions on how to overcome them:

- Everyone within the organization must understand the need for brand-building,
- Avoid the consensus trap and realize that creating a strong brand is not a democracy.
- View the brand effort is an investment that does not hurt the services provided by the charity,
- Define what makes the not-for-profit competitive by the constituent’s perceptions rather than by its cause.
- Structural differences between corporations and non-profits make it imperative for the chief executive to play a critical role.

The full text of the article can be read by visiting The Chronicle of Philanthropy Special Report.


Peter Rogovin is the Founder and Managing Director of Next Level Strategic Marketing Group (, Pleasantville, NY, a firm that builds brand and business strategies in industries that include not-for-profit organizations, beverages, supermarkets, home appliances, financial services, medical products, health care, and electric utilities.

Robert C. Wilburn has served as head of four nonprofit organizations— including the Carnegie Institute and Colonial Williamsburg. He is currently president of the Gettysburg National Battlefield Museum Foundation, an organization that seeks to preserve the grounds and educate Americans about the Civil War site.
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