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The Commercial Charity

How business thinking can help non-profits grow impact and income

Apply marketing and business development strategies within the charity and non-profit sector, to drive growth of earned income and increase commercial and social impact.
Available to pre-order from 3rd January 2020
EAN: 9781789663280
Edition: 1
Published:
Format: 234x156
224 pages

About the book

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.

About the authors

Martyn Drake

Martyn Drake is the founder of Binley Drake Consulting, the boutique management consultancy he set up in 2009 to help ambitious business leaders dramatically improve the performance of their organisations. Since then, he has advised commercial organisations ranging from small family businesses right up to some of the world's most iconic brands.

More about Martyn Drake