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The Non Nonprofit

Author : Steve Rothschild
Publisher : John Wiley & Sons
ISBN 13 : 1118180224
Total Pages : 261 pages
Book Rating : 4.1/5 (181 download)

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Book Synopsis The Non Nonprofit by : Steve Rothschild

Download or read book The Non Nonprofit written by Steve Rothschild and published by John Wiley & Sons. This book was released on 2012-01-11 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: A top business leader shares the business principles he used to launch both a top company and a thriving nonprofit Nonprofit leaders know that solving pervasive social problems requires passion and creativity as well as tangible results. The Non Nonprofit shares the same business principles that drive the world's best companies, showing how they can (and should) be applied to the realm of nonprofits. Steve Rothschild personally crossed sectors when he left corporate America to found Twin Cities RISE!, a highly successful poverty reduction program. His honest story, and success and missteps, create an essential roadmap for any social venture looking to prove and boost its impact. Distills essential nonprofit principles such as having a clear and appropriate purpose, creating economic value from social benefit, and establishing mutual accountability Shares successful approaches from innovative organizations such as Grameen Bank, Playworks, Common Ground, Habitat for Humanity, Lumni, Caring Bridge, College Summit and RISE! Draws from the author's success in founding and building Twin Cities RISE!, which trains unemployed Minnesotans for living wage jobs. RISE! serves 1,500 participants each year As insightful as it is inspiring, The Non Nonprofit can help maximize the positive impact of any nonprofit.

Managing the Non-Profit Organization

Author : Peter F. Drucker
Publisher : Harper Collins
ISBN 13 : 0062034758
Total Pages : 256 pages
Book Rating : 4.0/5 (62 download)

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Book Synopsis Managing the Non-Profit Organization by : Peter F. Drucker

Download or read book Managing the Non-Profit Organization written by Peter F. Drucker and published by Harper Collins. This book was released on 2010-09-07 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: The groundbreaking and premier work on nonprofit organizations. The nonprofit sector is growing rapidly, creating a major need for expert advice on how to manage these organizations effectively. Management legend Peter Drucker provides excellent examples and explanations of mission, leadership, resources, marketing, goals, and much more. Interviews with nine experts also address key issues in this booming sector.

Nonprofit Management 101

Author : Darian Rodriguez Heyman
Publisher : John Wiley & Sons
ISBN 13 : 0470285966
Total Pages : 672 pages
Book Rating : 4.4/5 (72 download)

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Book Synopsis Nonprofit Management 101 by : Darian Rodriguez Heyman

Download or read book Nonprofit Management 101 written by Darian Rodriguez Heyman and published by John Wiley & Sons. This book was released on 2011-05-03 with total page 672 pages. Available in PDF, EPUB and Kindle. Book excerpt: A comprehensive handbook for leading a successful nonprofit This handbook can educate and empower a whole generation of nonprofit leaders and professionals by bringing together top experts in the field to share their knowledge and wisdom gained through experience. This book provides nonprofit professionals with the conceptual frameworks, practical knowledge, and concise guidance needed to succeed in the social sector. Designed as a handbook, the book is filled with sage advice and insights from a variety of trusted experts that can help nonprofit professionals prepare to achieve their organizational and personal goals, develop a better understanding of what they need to do to lead, support, and grow an effective organization. Addresses a wealth of topics including fundraising, Managing Technology, Marketing, Finances, Advocacy, Working with Boards Contributors are noted nonprofit experts who define the core capabilities needed to manage a successful nonprofit Author is the former Executive Director of Craigslist Foundation This important resource offers professionals key insights that will have a direct impact on improving their daily work.

The Revolution Will Not Be Funded

Author : INCITE!
Publisher : Duke University Press
ISBN 13 : 0822373009
Total Pages : 280 pages
Book Rating : 4.8/5 (223 download)

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Book Synopsis The Revolution Will Not Be Funded by : INCITE!

Download or read book The Revolution Will Not Be Funded written by INCITE! and published by Duke University Press. This book was released on 2017-01-13 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: A trillion-dollar industry, the US non-profit sector is one of the world's largest economies. From art museums and university hospitals to think tanks and church charities, over 1.5 million organizations of staggering diversity share the tax-exempt 501(c)(3) designation, if little else. Many social justice organizations have joined this world, often blunting political goals to satisfy government and foundation mandates. But even as funding shrinks, many activists often find it difficult to imagine movement-building outside the non-profit model. The Revolution Will Not Be Funded gathers essays by radical activists, educators, and non-profit staff from around the globe who critically rethink the long-term consequences of what they call the "non-profit industrial complex." Drawing on their own experiences, the contributors track the history of non-profits and provide strategies to transform and work outside them. Urgent and visionary, The Revolution Will Not Be Funded presents a biting critique of the quietly devastating role the non-profit industrial complex plays in managing dissent. Contributors. Christine E. Ahn, Robert L. Allen, Alisa Bierria, Nicole Burrowes, Communities Against Rape and Abuse (CARA), William Cordery, Morgan Cousins, Ruth Wilson Gilmore, Stephanie Guilloud, Adjoa Florência Jones de Almeida, Tiffany Lethabo King, Paul Kivel, Soniya Munshi, Ewuare Osayande, Amara H. Pérez, Project South: Institute for the Elimination of Poverty and Genocide, Dylan Rodríguez, Paula X. Rojas, Ana Clarissa Rojas Durazo, Sisters in Action for Power, Andrea Smith, Eric Tang, Madonna Thunder Hawk, Ije Ude, Craig Willse

The Little Book of Nonprofit Leadership

Author : Erik Hanberg
Publisher : Erik Hanberg
ISBN 13 :
Total Pages : 273 pages
Book Rating : 4./5 ( download)

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Book Synopsis The Little Book of Nonprofit Leadership by : Erik Hanberg

Download or read book The Little Book of Nonprofit Leadership written by Erik Hanberg and published by Erik Hanberg. This book was released on 2021-02-16 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: What does an Executive Director actually do? And how can you lead your organization to a stronger place? Nonprofit expert Erik Hanberg wrote The Little Book of Nonprofit Leadership to speak directly to Executive Directors of small (and very small) nonprofits who are asking these questions. EDs, especially at small nonprofits, tend to be dropped into the deep end of the pool with the expectation that they know how to swim. The Little Book of Nonprofit Leadership will be a welcome rescue line. The book is filled with practical tips and big-picture ideas about: the basics of the job; program, people, and money—the three essential areas that a nonprofit ED needs to master; working with your board (including how to ask for a raise!); your first 100 days as a new ED; a guide to being a part-time Executive Director ; and more, including access to bonus chapters and special resources! Erik Hanberg has twenty years of nonprofit experience at organizations of all sizes. He’s channeled that experience into his four “little books” for nonprofits, which together have sold tens of thousands of copies.

Breakthrough Thinking for Nonprofit Organizations

Author : Bernard Ross
Publisher : John Wiley & Sons
ISBN 13 : 0787969087
Total Pages : 290 pages
Book Rating : 4.7/5 (879 download)

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Book Synopsis Breakthrough Thinking for Nonprofit Organizations by : Bernard Ross

Download or read book Breakthrough Thinking for Nonprofit Organizations written by Bernard Ross and published by John Wiley & Sons. This book was released on 2003-01-16 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: This groundbreaking book will help nonprofit managers think in newand creative ways about how they define and meet the challengesthey face--and how to rise above standard practices to lift theirorganizations to greater performance levels. Using examples of bestpractices from innovative organizations in both the corporate andnonprofit worlds, Breakthrough Thinking for NonprofitOrganizations offers a mix of "how-to" advice and case studiesthat will guide readers on a new road to creativity. This book willfundamentally change the way nonprofit professionals think abouthow they do their work--and usher in a new era fornonprofits. 2003 Terry McAdam Book Award Winner http://www.allianceonline.org/publications/mcadam_past_winners_1.page

Measuring the Networked Nonprofit

Author : Beth Kanter
Publisher : John Wiley & Sons
ISBN 13 : 1118238818
Total Pages : 336 pages
Book Rating : 4.1/5 (182 download)

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Book Synopsis Measuring the Networked Nonprofit by : Beth Kanter

Download or read book Measuring the Networked Nonprofit written by Beth Kanter and published by John Wiley & Sons. This book was released on 2012-10-05 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tools nonprofits need to measure the impact of their social media Having a social media measurement plan and approach can no longer be an after-thought. It is a requirement of success. As nonprofits refine their social media practice, their boards are expecting reports showing results. As funders provide dollars to support programs that include social media, they too want to see results. This book offers the tools and strategies needed for nonprofits that need reliable and measurable data from their social media efforts. Using these tools will not only improve a nonprofit?s decision making process but will produce results-driven metrics for staff and stakeholders. A hands-on resource for nonprofit professionals who must be able to accurately measure the results of their social media ventures Written by popular nonprofit blogger Beth Kanter and measurement expert Katie Delahaye Paine Filled with tools, strategies, and illustrative examples that are highly accessible for nonprofit professionals This important resource will give savvy nonprofit professionals the information needed to produce measurable results for their social media.

The Nonprofit Strategy Revolution

Author : David La Piana
Publisher : Turner Publishing Company
ISBN 13 : 1684421810
Total Pages : 237 pages
Book Rating : 4.6/5 (844 download)

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Book Synopsis The Nonprofit Strategy Revolution by : David La Piana

Download or read book The Nonprofit Strategy Revolution written by David La Piana and published by Turner Publishing Company. This book was released on 2018-08-07 with total page 237 pages. Available in PDF, EPUB and Kindle. Book excerpt: Turner Publishing proudly presents a fully-updated edition of The Nonprofit Strategy Revolution FINALIST, Ben Franklin Awards, Independent Book Publishers Association, Business Category The world changes continuously and rapidly. It’s foolhardy to believe that strategies should not do so as well. Nonprofit leaders already know this, but traditional strategic planning has locked them into a process that’s divorced from today’s reality. That’s why plans sit on the shelf and why smart executives are always seeking workarounds in between planning periods. The Nonprofit Strategy Revolution offers a nimble and powerful alternative. In this groundbreaking book, strategy expert David La Piana introduces “Real-Time Strategic Planning,” a fluid, organic process that engages staff and board in a program of systematic readiness and continuous responsiveness. With it, your nonprofit will be able to identify, understand, and act on challenges and opportunities as they arise. At the heart of this practical book is the Real-Time Strategic Planning Cycle. Based on four years of research and testing with a variety of nonprofits, this proven process guides you through the steps to sound strategy. You’ll find tools for clarifying your competitive advantage; generating a strategy screen—criteria for evaluating strategies to be able to respond quickly; handling big questions; developing and testing strategies; and implementing and adapting strategies. This useful guide also includes exhibits and case examples showing how concepts play out in real-life; a total of 27 tools—10 of which are essential for forming strategies; Theory to Action sidebars telling you which tool to use for a given task; and a link to downloadable content with all the tools and interactive worksheets you’ll need, as well as a Facilitator’s Guide to Real-Time Strategic Planning that gives you everything you need: the day’s agenda, instructions for preparing flip charts, prework to be done, handouts, and worksheets. Use The Nonprofit Strategy Revolution and get the clarity and direction you need for maximum mission success.

The Jossey-Bass Handbook of Nonprofit Leadership and Management

Author : David O. Renz
Publisher : John Wiley & Sons
ISBN 13 : 047087547X
Total Pages : 872 pages
Book Rating : 4.4/5 (78 download)

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Book Synopsis The Jossey-Bass Handbook of Nonprofit Leadership and Management by : David O. Renz

Download or read book The Jossey-Bass Handbook of Nonprofit Leadership and Management written by David O. Renz and published by John Wiley & Sons. This book was released on 2010-10-01 with total page 872 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the Third Edition of the bestselling nonprofit management reference and text called the "big green book." Based on updated research, theory, and experience, this comprehensive edition offers practical advice on managing nonprofit organizations and addresses key aspects such as board development, strategic planning, lobbying, marketing, fundraising, volunteer management, financial management, risk management, and compensation and benefits. New chapters cover developments in such areas as social entrepreneurship, financial leadership and capital structure, accountability and transparency, and the changing political-legal climate. It includes an instructor's manual

The Smart Nonprofit

Author : Beth Kanter
Publisher : John Wiley & Sons
ISBN 13 : 1119818133
Total Pages : 240 pages
Book Rating : 4.1/5 (198 download)

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Book Synopsis The Smart Nonprofit by : Beth Kanter

Download or read book The Smart Nonprofit written by Beth Kanter and published by John Wiley & Sons. This book was released on 2022-03-03 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: A pragmatic framework for nonprofit digital transformation that embraces the human-centered nature of your organization The Smart Nonprofit turns the page on an era of frantic busyness and scarcity mindsets to one in which nonprofit organizations have the time to think and plan — and even dream. The Smart Nonprofit offers a roadmap for the once-in-a-generation opportunity to remake work and accelerate positive social change. It comes from understanding how to use smart tech strategically, ethically and well. Smart tech does rote tasks like filling out expense reports and identifying prospective donors. However, it is also beginning to do very human things like screening applicants for jobs and social services, while paying forward historic biases. Beth Kanter and Allison Fine elegantly outline the ways smart nonprofits must stay human-centered and root out embedded bias in order to success at the compassionate and creative work that only humans can and should do.

The Happy, Healthy Nonprofit

Author : Beth Kanter
Publisher : John Wiley & Sons
ISBN 13 : 1119251117
Total Pages : 246 pages
Book Rating : 4.1/5 (192 download)

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Book Synopsis The Happy, Healthy Nonprofit by : Beth Kanter

Download or read book The Happy, Healthy Nonprofit written by Beth Kanter and published by John Wiley & Sons. This book was released on 2016-09-26 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Steer your organization away from burnout while boosting all-around performance The Happy, Healthy Nonprofit presents realistic strategies for leaders looking to optimize organizational achievement while avoiding the common nonprofit burnout. With a uniquely holistic approach to nonprofit leadership strategy, this book functions as a handbook to help leaders examine their existing organization, identify trouble spots, and resolve issues with attention to all aspects of operations and culture. The expert author team walks you through the process of building a happier, healthier organization from the ground up, with a balanced approach that considers more than just quantitative results. Employee wellbeing takes a front seat next to organizational performance, with clear guidance on establishing optimal systems and processes that bring about better results while allowing a healthier work-life balance. By improving attitudes and personal habits at all levels, you'll implement a positive cultural change with sustainable impact. Nonprofits are driven to do more, more, more, often with fewer and fewer resources; there comes a breaking point where passion dwindles under the weight of pressure, and the mission suffers as a result. This book shows you how to revamp your organization to do more and do it better, by putting cultural considerations at the heart of strategy. Find and relieve cultural and behavioral pain points Achieve better results with attention to well-being Redefine your organizational culture to avoid burnout Establish systems and processes that enable sustainable change At its core, a nonprofit is driven by passion. What begins as a personal investment in the organization's mission can quickly become the driver of stress and overwork that leads to overall lackluster performance. Executing a cultural about-face can be the lifeline your organization needs to thrive. The Happy, Healthy Nonprofit provides a blueprint for sustainable change, with a holistic approach to improving organizational outlook.

Joan Garry's Guide to Nonprofit Leadership

Author : Joan Garry
Publisher : John Wiley & Sons
ISBN 13 : 1119293065
Total Pages : 256 pages
Book Rating : 4.1/5 (192 download)

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Book Synopsis Joan Garry's Guide to Nonprofit Leadership by : Joan Garry

Download or read book Joan Garry's Guide to Nonprofit Leadership written by Joan Garry and published by John Wiley & Sons. This book was released on 2017-03-06 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nonprofit leadership is messy Nonprofits leaders are optimistic by nature. They believe with time, energy, smarts, strategy and sheer will, they can change the world. But as staff or board leader, you know nonprofits present unique challenges. Too many cooks, not enough money, an abundance of passion. It’s enough to make you feel overwhelmed and alone. The people you help need you to be successful. But there are so many obstacles: a micromanaging board that doesn’t understand its true role; insufficient fundraising and donors who make unreasonable demands; unclear and inconsistent messaging and marketing; a leader who’s a star in her sector but a difficult boss… And yet, many nonprofits do thrive. Joan Garry’s Guide to Nonprofit Leadership will show you how to do just that. Funny, honest, intensely actionable, and based on her decades of experience, this is the book Joan Garry wishes she had when she led GLAAD out of a financial crisis in 1997. Joan will teach you how to: Build a powerhouse board Create an impressive and sustainable fundraising program Become seen as a ‘workplace of choice’ Be a compelling public face of your nonprofit This book will renew your passion for your mission and organization, and help you make a bigger difference in the world.

Effective Non-Profit Management

Author : Shamima Ahmed
Publisher : CRC Press
ISBN 13 : 1466575743
Total Pages : 341 pages
Book Rating : 4.4/5 (665 download)

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Book Synopsis Effective Non-Profit Management by : Shamima Ahmed

Download or read book Effective Non-Profit Management written by Shamima Ahmed and published by CRC Press. This book was released on 2012-08-28 with total page 341 pages. Available in PDF, EPUB and Kindle. Book excerpt: In an environment of increased interdependency and collaborations among non-profits, for-profits, and governmental organizations, researchers and practitioners have begun to identify the need for a distinctive set of values, skills, and competencies for effective non-profit management. Underlining the relationship between these two sectors, Effective Non-Profit Management: Context, Concepts, and Competencies clarifies the emerging links between the public and non-profit sectors at the local, national, and global levels. Each chapter concludes with a discussion of a recent issue and a case study. They include discussion questions, a listing of Web resources, and a review of terms at the end of each chapter. The introductory chapter discusses non-profit organizations, their phenomenal growth, the different categories of non-profits, and the scope and significance of this sector. The second chapter focuses on explaining the linkages among non-profits, for-profits, and government organizations. The next couple of chapters provide a detailed discussion of essential non-profit law, non-profit governance, human resource management, resource acquisition and management, marketing, technology, nongovernmental organizations (NGOs), and effectiveness. Discussing four major developments in the non-profit environment that have implications for the future of this sector, the book: Covers all major topics in non-profit management including recent issues that affect such management Provides up-to-date information on emerging issues in non-profit management, including transparency, technology, legal, and other socio-political issues Includes input from an advisory group of leading non-profit executives Details best practices, practical tips and examples, and lists of Internet resources Going beyond the usual coverage of government contracting with non-profits, the book provides a focused discussion on the linkages between public administration and the non-profit sector. In an approach that balances theory and application, the book is a guide to the practical art of forming, managing, and leading non-profit organizations.

Forces for Good

Author : Leslie R. Crutchfield
Publisher : John Wiley & Sons
ISBN 13 : 1118118804
Total Pages : 469 pages
Book Rating : 4.1/5 (181 download)

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Book Synopsis Forces for Good by : Leslie R. Crutchfield

Download or read book Forces for Good written by Leslie R. Crutchfield and published by John Wiley & Sons. This book was released on 2012-05-01 with total page 469 pages. Available in PDF, EPUB and Kindle. Book excerpt: An updated edition of a groundbreaking book on best practices for nonprofits What makes great nonprofits great? In the original book, authors Crutchfield and McLeod Grant employed a rigorous research methodology derived from for-profit books like Built to Last. They studied 12 nonprofits that have achieved extraordinary levels of impact—from Habitat for Humanity to the Heritage Foundation—and distilled six counterintuitive practices that these organizations use to change the world. Features a new introduction that explores the new context in which nonprofits operate and the consequences for these organizations Includes a new chapter on applying the Six Practices to small, local nonprofits, including some examples of these organizations Contains an update on the 12 organizations featured in the original book—how they have fared, what they've learned, and where they are now in their growth trajectory This book has lessons for all readers interested in creating significant social change, including nonprofit managers, donors, and volunteers.

Nonprofit Neighborhoods

Author : Claire Dunning
Publisher : University of Chicago Press
ISBN 13 : 0226819892
Total Pages : 352 pages
Book Rating : 4.2/5 (268 download)

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Book Synopsis Nonprofit Neighborhoods by : Claire Dunning

Download or read book Nonprofit Neighborhoods written by Claire Dunning and published by University of Chicago Press. This book was released on 2022-06-23 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: An exploration of how and why American city governments delegated the responsibility for solving urban inequality to the nonprofit sector. American cities are rife with nonprofit organizations that provide services ranging from arts to parks, and health to housing. These organizations have become so ubiquitous, it can be difficult to envision a time when they were fewer, smaller, and more limited in their roles. Turning back the clock, however, uncovers both an eye-opening story of how the nonprofit sector became such a dominant force in American society, as well as a troubling one of why this growth occurred alongside persistent poverty and widening inequality. Claire Dunning's book connects these two stories in histories of race, democracy, and capitalism, revealing an underexplored transformation in urban governance: how the federal government funded and deputized nonprofits to help individuals in need, and in so doing avoided addressing the structural inequities that necessitated such action in the first place. Nonprofit Neighborhoods begins in the decades after World War II, when a mix of suburbanization, segregation, and deindustrialization spelled disaster for urban areas and inaugurated a new era of policymaking that aimed to solve public problems with private solutions. From deep archival research, Dunning introduces readers to the activists, corporate executives, and politicians who advocated addressing poverty and racial exclusion through local organizations, while also raising provocative questions about the politics and possibilities of social change. The lessons of Nonprofit Neighborhoods exceed the municipal bounds of Boston, where much of the story unfolds, providing a timely history of the shift from urban crisis to urban renaissance for anyone concerned about American inequality--past, present, or future.

The Nonprofit Economy

Author : Burton Weisbrod
Publisher : Harvard University Press
ISBN 13 : 0674045068
Total Pages : 266 pages
Book Rating : 4.6/5 (74 download)

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Book Synopsis The Nonprofit Economy by : Burton Weisbrod

Download or read book The Nonprofit Economy written by Burton Weisbrod and published by Harvard University Press. This book was released on 2009-07-01 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nonprofit organizations are all around us. Many people send their children to nonprofit day-care centers, schools, and colleges, and their elderly parents to nonprofit nursing homes; when they are ill, they may well go to a nonprofit hospital; they may visit a nonprofit museum, read the magazine of the nonprofit National Geographic Society, donate money to a nonprofit arts organization, watch the nonprofit public television station, exercise at the nonprofit YMCA. Nonprofits surround us, but we rarely think about their role in the economy, or the possibility of their competing unfairly with private enterprise. Burton Weisbrod asks the important questions: What is the rationale for public subsidy of nonprofit organizations? In which sectors of the economy are they of real importance? Why do people contribute money and time to them and why should donations be tax deductible? What motivates managers of nonprofits? Why are these organizations exempt from taxes on income, property, and sales? When the search for revenue brings nonprofits into competition with proprietary firms—as when colleges sell computers or museum gift shops sell books and jewelry—is that desirable? Weisbrod examines the raison d’être for nonprofits. The evidence he assembles shows that nonprofits are particularly useful in situations where consumers have little information on what they are purchasing and must therefore rely on the probity of the seller. Written in a clear, direct style without technicalities, The Nonprofit Economy is addressed to a broad audience, dealing comprehensively with what nonprofits do, how well they do it, how they are financed, and how they interact with private enterprises and government. At the same time, the book presents important new evidence on the size and composition of the nonprofit part of the economy, the relationship between financial sources and outputs, and the different roles of nonprofits and for-profit organizations in the same industries. The Nonprofit Economy will become a basic source for anyone with a serious interest in nonprofit organizations.

Marketing Research for Non-profit, Community and Creative Organizations

Author : Bonita M. Kolb
Publisher : Routledge
ISBN 13 : 0750687606
Total Pages : 288 pages
Book Rating : 4.7/5 (56 download)

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Book Synopsis Marketing Research for Non-profit, Community and Creative Organizations by : Bonita M. Kolb

Download or read book Marketing Research for Non-profit, Community and Creative Organizations written by Bonita M. Kolb and published by Routledge. This book was released on 2008 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book will have two purposes. First, the book will educate readers on how research can be used to help their organization more effectively reach its goals. Second, it will educate the reader on how to conduct different methods of research and use the findings to improve their product, find customers and develop effective promotion.