Download Marketing for Nonprofit Organizations

Marketing for Nonprofit
Organizations
A presentation by Susan E. Hanford
Three Alternative Views
From a study of 300 college administrators whose enrollments were
declining
• 60 % - Sales, advertising, and public relations
• 28 % - Sales, advertising, or public relations
• <10% - Needs assessment, marketing research,
product development, promotion and advertising,
public relations, pricing, and distribution
Definition of Marketing
Using the Du Page Symphony Orchestra audience as an example
• Identifying the needs and wants of target markets
(constituency groups)
• Developing products and services for target markets
• Developing pricing (transactions) for purchasing products and
services
• Developing communications about the products and services
• Establishing marketing channels for products and services
Three Alternative Orientations
• A Product Orientation holds that the major task of the
organization is to provide a product, which it thinks, would
be good for the public.
• A Sales Orientation holds that the main task of the
organization is to stimulate interest in the public toward the
organization's existing products and services.
• A Marketing Orientation holds that the main task of the
organization is to determine the needs, wants, and interests
of target markets and to satisfy them through the design,
communication, pricing, and delivery of appropriate and
viable products and services.
Nonprofit vs. For Profit Differences
Provides products/services for a profit
• Directed by corporate managers
• Board of Directors has passive role
• Fewer constituency groups
Nonprofit vs. For Profit Marketing
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Provides products/services for a profit
Board of Directors has active role
Fewer managers and employees
Ideal application of Constituency Marketing
Constituency Marketing
Definition: Developing a marketing plan for each
of the major constituency groups of the
nonprofit organization.
Nonprofit Constituency Groups
Using the Quad City Wind Ensemble as an example
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Audience, subscribers
Public and private foundations
Corporate and individual donors
Advertisers
Managers and employees
Volunteers
Media
Government
Other supporting organizations
Relationship Marketing
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Emphasizes the long term value of customer relationships rather than immediate
sales
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Develops a two-way communication between the organization and its customers :
– understand and respond to customer needs
– increase customer satisfaction with products and services
– builds customer loyalty and retention.
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Enhanced with the increased use of the Internet technology
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internet search strategies to find potential customers
use online social/business media for communication
develop websites and online media for public relations
develop online tools to manage sales, marketing, and customer service activities.
Coordinates all activities which directly interact with current and potential
customers
Integrated Marketing
• Integrates advertising, sales promotion, public
relations, and direct marketing activities
• Establishes brand identity
• Ensures a consistent marketing message
• Provides most effective and efficient marketing impact