70-381 – Marketing I
Prof. Kumar
Library Resource Guide for Marketing - Nonprofit edition
Preliminaries
Researching nonprofits - background and financials:
- Guidestar - a free database covering all nonprofits, big and small, with complete financial and data (look at Form 990 - the tax form filed with the IRS) as well as mission statements, short descriptions, executives, etc. Registration is free and required to view some elements.
- Hoover's - search by name, and you will find descriptions, histories, executives, and key financials for major nonprofits, with less information for minor ones.
If you use the "Industries" tab, and search for "Charitable Organizations" - you will get an industry overview, and also find the codes you can use to "build lists" using that feature.
Researching articles on nonprofit organizations and their marketing campaigns:
- Proquest – wide-ranging news database containing many smaller databases within it - thousands of publications, including complete Wall Street Journal and New York Times.
- Business & Company Resource Center – click on "Articles" - thorough and international coverage, large range of industry publications
- Lexis-Nexis Academic – most wide-ranging industry news database available, especially for international coverage
Ideas from research or other marketing campaigns:
Consumer markets :
- Factfinder.census.gov – voluminous demographic data on the U.S. from national to zip code level
- Statistical Abstract of the United States – easy-to-find statistics on everything
- SimplyMap - creates thematic maps, reports, and graphs based on data: demographics, retail sales and sales potential, consumer expenditures and preferences, market segments, etc. - at geographic units from national to block group level. For nonprofit-related data, under Variables, see:
- Consumer expenditure - Financial and misc - Cash contributions; Market segments; MRI Consumer survey data
- You'll need to create a "personal workspace to get started - also, try the tutorials. Open segments within the "Variables" tab to see the range of data available
Consumer spending and attitudes:
New Strategist publications - in the Hunt Library reference room:
Best customers : demographics of consumer demand, HC79 .C6 R87 2008
American attitudes: what Americans think about the issues that shape their lives [ebook]
Generation X : Americans born 1965 to 1976, HC110 .C6 G46 2006
The Millennials : Americans born 1977 to 1994, HQ796 .M4797 2004
Who we are : Blacks, E185.615 .W46X 2007
Who we are. Hispanics, E184 .S75 W46X 2007
Who's buying executive summary of household spending, 2006 [ebook]
Who's buying for pets, SF414.7 .W46 2005
Surveys:
Roper Center for Public Opinion Research
Consumer Surveys from the Univ. of Michigan/Reuters
Consumer Expenditure Survey from the Bureau of Labor Statistics
Pew Research Center
Link to various survey sites
Mendelsohn Affluent Survey
Ranking and Benchmarking
Best Nonprofit Resource in Pittsburgh: the Foundation Center in downtown Pittsburgh - satellite location of the Foundation Center in NYC
- Has specialized nonprofit-oriented databases, directories, and scores of books on nonprofit marketing - all available to the public. if you go, get help from their librarians Jim Lutton and Peggy Domer (tell them I said hi.)
More resources from associations :
- Find an association website for your type of nonprofit: when you've found it, look for links to research, data, publications, statistics, conference proceedings, other resource sites, etc. Here are some ways to find your trade association:
Books on nonprofit marketing: Use the library catalog and search for "nonprofit marketing"
Questions?
Contact the librarians: