Joe McKenna
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The Context for Social Marketing in the
Voluntary sector
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Practical examples and opportunities
for social marketing interventions
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Implications for future development
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Look at our work with a clear focus on
behaviour- based on behavioural
analysis and clear behavioural goals.
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Ambivalence about the application of
traditional marketing practices.
Marketing
Social
Marketing
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Product – what does the customer get?
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Price – how much will it cost them?
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Place – where are the opportunities to
reach the customers?
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Promotion – what package of
incentives can we put in place?
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Proposition – how is it envisaged that
the customer will move to the desired
behaviour?
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Partnerships – what common goals can
we establish with the customer and
others?
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Perceptions
Positioning
Skills
Adherence to single methods
“Selling benefits” attitude
Not addressing the real benefits to
problem behaviour

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Are we uniquely positioned
What is the value add?
Commercial concept of value proposition
“the sum total of benefits which a supplier promises
that a customer will receive in return for the
customer's associated payment (or other valuetransfer).
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What are the implications for a more customer-centred
approach?
What are the implications if the customer isn’t aware
of the benefits they want from the product?
What value transfer takes place?
COMMERCIAL
VOLUNTARY
Strategy
Relevant Programmes
Sales and Marketing
Policies and Processes
Innovation
Assets and Resources
Production & Operations
Management
Finance
Stability
Skilled Leaders
Grantmakers for Effective Organisations
Enterprise Ireland
WHERE DOES BEHAVIOUR CHANGE FIT?
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Force for innovation
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Starts with people

Distinct strengths and positioning
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Is meaningful
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Opens new partnership opportunities
Fundraising
Campaigning
Transform
Moving away
from
from
a give to need information
to
a need to give.
Services
Risk averse to risk taking
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Deep insight
Focus on behaviour
Wider analysis
Segmentation
Active engagement
Coalitions for change
Budget
Sustained effort
Learning & reflective culture
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Commitments – Number of people signed up
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Prompts – stickers on packs
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Social Norms – report what’s typical or desired
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Feedback – inform users on how it is working

Incentives – plastic bag levy

Barriers removal - group insurance
Talk about it
Look at each area of activity
Critical appraisal of previous reporting
and benchmark criteria
 Look at the development cycle
 Discuss your organisation’s unique
position to take this type of action
 Look at skills
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TEST AREAS
ADVANTAGES
DISADVANTAGES
MAKE IT EASIER
MORE DIFFICULT
APPROVES
DISAPPROVES
DOER
NON DOER
Amnesty
International
Galway
November 2007
Croí MyAction
16-week lifestyle
changing
programme
Trócaire
Lenten
Campaign 2009
Macra na Feirme
‘Know Your
Neighbour Weekend’
Lyons Tea
Charity
Promotion
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Social marketing is a new lens that’s peoplecentred, innovative and appropriate to the
voluntary sector.
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Social Marketing places the focus on
behaviour change rather than other
dimensions (such as organisational capacity,
service delivery, etc,)
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Social Marketing could just provide the
renewal in the voluntary sector that is
distinct, bold and value for money in these
times.
Tools and models supplied by National Social Marketing Centre
Big pocket guide social marketing - Second Edition 2007.