Grassroots Marketing of Environmental Non-Profit Organizations

Los Angeles' small, grassroots environmental non-profit organizations are not optimizing their public relations or their social marketing practices to the public in ways that maximize recruitment of members, volunteers and supporters. This is a challenge for most small environmental non-profits. This thesis is meant to be a guide to marketing staff and volunteers of local environmental non-profits, in order to help them to better convey their missions and messages to the people of their communities, by: Describing the marketing practices of a few small, grassroots environmental non-profit organizations, Analyzing case studies of those organizations, Presenting suggestions for marketing and public relations, Offering tools for social marketers of grassroots environmental non-profit organizations. As prerequisites to discussing the topic, it also covers: o The marketing continuum of the environmental movement, o The history of the environmental movement in the United States, o American public conceptions surrounding environmentalism and ecology, o And,different marketing theories and techniques that can relate to grassroots environmental non-profit organizations.

Autorentext
Havah Jaffe is a freelance editor and educator in Southern California. She has worked with TreePeople, FoLAR, and the Wetlands Recovery Project in Los Angeles. Recently returned to the USA from Israel, she has three children and lives with her husband, a rabbi and electronics technician.