There are many different types of marketing efforts used by a variety of different sectors, such as:
■ Retail marketing
■ Fund raising
■ Brand marketing
■ Membership
■ Issue awareness
■ Event marketing
■ Calls to action
Each of these forms of marketing uses a series of principles and practices to meet their goals. The principles discussed in the following topics reference database marketing practices for the not-for-profit sector. These are general, high-level concepts, but each organization performs marketing in a unique manner.