Download Marketing for Non-Profit Organizations

Marketing for Non-Profit Organizations
What is Marketing?
The study of people and what they buy, how
much they will pay, where they want to purchase
a product, and how they are affected by
promotional tactics and messages.
The marketing orientation, or concept, is a
philosophy concerning the way a company
should be managed. It consists of three
requirements (Cravens and Woodruff, 1983):
1.Examine people’s needs and wants as the
basis of deciding what the business will do.
2.Select the best way to meet the consumer’s
needs that are targeted by the firm.
3.Achieve the organization’s performance
objectives by meeting the consumers’ needs
satisfactorily.
What is a Non-Profit Organization?
• A nonprofit organization or organisation is an
organization that uses its surplus revenues to
further achieve its purpose or mission,rather than
distributing its surplus income to the organization's
shareholders as profit or dividends. This is known
as the distribution constraint. The decision to adopt
a nonprofit legal structure is one that will often
have taxation implications, particularly where the
nonprofit seeks income tax exemption, charitable
status and so on.
What is the difference between
the marketing of for-profit and not-for-profit
organizations?
What is the difference between NGOs (nongovernment organizations) and GONGOs
(government oriented non-government
organizations)?
Types of NGOs
• by orientation
• by level of operation
By Orientation
• Charitable Orientation
• Service Orientation
• Participatory Orientation
• Empowering Orientation
By Level of Operation
• Community-based Organizations (CBOs).
• Citywide Organizations
• National NGOs
• International NGOs