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


ISBN13: 9781789663280
Published: April 2020
Publisher: Kogan Page Ltd
Country of Publication: UK
Format: Paperback
Price: £19.99



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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.

Subjects:
Charities
Contents:
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