Key points

• Marketing is not just selling - it is about listening to users, taking action on their views, and providing the services that they need.
• Bear in mind that charities often have to meet several needs at the same time - the funder as well as the user group.
• You need to be dynamic and flexible to survive - keep an eye on your market and be aware of wider changes that could affect you.
• A strong brand is an asset. Once it is developed, you need to work hard to maintain the brand value.
• Evaluate and measure the success of your marketing campaigns to see what works best.