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MARKETING
Chapter
21
Not-for-Profit
Marketing
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Not-for-Profit Marketing
Chapter
21
Objectives
1. Outline the primary characteristics of nonprofit
organizations that distinguish them from profitseeking organizations.
2. Show that marketing applies to nonprofit
organizations in the same way it does to
businesses.
3. Identify the main categories of marketing in nonprofit
settings.
4. Apply the marketing mix to nonprofit settings.
20-1
Copyright © 2003 by Nelson, a division of Thomson Canada Limited.
Not-for-Profit Marketing
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21
Nonprofit Organization (NPO)
• Organization whose primary objective
is something other than returning a
profit to its owners.
20-2
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Not-for-Profit Marketing
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Characteristics of a Nonprofit
Organization (NPO)
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Product offered is often intangible
Multiple publics
Customer has less influence
The resource contributor interferes with the
marketing program
• Lack of bottom line
• Lack of single clear organizational structure
• Sometimes inefficient
20-3
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Not-for-Profit Marketing
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Bottom Line
• The overall profitability measure of
performance.
20-4
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Not-for-Profit Marketing
Chapter
21
Types of Nonprofit Marketing (1 of 2)
• Person Marketing
– Efforts designed to cultivate the attention,
interest, and preference of a target market
toward a person.
• Social Marketing
20-5a
– The analysis, planning, execution, and
evaluation of programs designed to influence
the voluntary behaviour of target audiences
in order to improve their personal welfare and
that of society.
Copyright © 2003 by Nelson, a division of Thomson Canada Limited.
Not-for-Profit Marketing
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Types of Nonprofit Marketing (2 of 2)
• Organization Marketing
– Attempts to influence others to accept the
goals of, receive the services of, or
contribute in some way to an organization.
20-5b
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Not-for-Profit Marketing
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Developing a Marketing Strategy
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20-6
Marketing Research
Product Strategy
Pricing Strategy
Distribution Strategy
Market Communications Strategy
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MARKETING
Chapter
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Copyright © 2003 by Nelson, a division of Thomson Canada Limited.