Marketing is a mainstay in the business world. But it's a skill new to many nonprofit organizations that, up to now, typically haven't had to advertise for clients. Accustomed to providing needed services for low-income families and the working poor other health providers didn't want, they've tended to view marketing as an "extra" that takes precious funds away from program goals. Now many nonprofit organizations are caught up in a marketplace where they must compete to survive. Community clinics in particular are vying with for-profit managed care providers who suddenly have an incentive to pursue Medi-Cal patients. It has taken a crash course in organization, management skills and marketing for them to remain in the game. The Foundation is providing flexible dollars to help clinics, communities and other health programs hone marketing skills and get the message out about their services -- to clients and to potential funders as well. Managers learn how to create communication and marketing plans, and project a positive image of their programs through materials such as brochures, newsletters and press releases. They learn to identify target audiences and focus messages for maximum impact, and to promote the effectiveness of their work to attract support from new funding sources. Getting the word out gets results. Proteus, a re-employment program in Fresno, wanted to boost enrollment. Now it can't keep up with the demand for clients since it began an aggressive marketing campaign. It linked with a major drugstore chain, which agreed to print program promotions on prescription bags; persuaded area churches to put notices in weekly bulletins; and networked with the Rotary Club and Chamber of Commerce to get the word out. Planned Parenthood affiliates in San Diego are targeting teens through notices they are likely to see in high school and college newspapers. And in San Francisco, the affiliate took a traditional business route to getting local recognition: It bought a membership in the Chamber of Commerce. Marketing is no cure for a poor program, but today even the best program needs to market itself effectively to survive in the current economic climate.