The Commercial Charity: How Business Thinking Can Help Non-Profits Grow Impact and Income

Author: Martyn Drake
Publisher: Kogan Page
ISBN: 9781789663280
Published In: April 2020
Format: Paperback
Jurisdiction: U.K. ? Disclaimer:
Countri(es) stated herein are used as reference only

HKD 389.87

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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.

Chapter - 01: A commercial journey

Chapter - 02: Developing earned income

Chapter - 03: Customer-centred models

Chapter - 04: The business of social change

Chapter - 05: Improving business performance

Chapter - 06: A strategy for commerce

Chapter - 07: The sales imperative

Chapter - 08: Leading the charge