Marketing is about making an
exchange
• Do nonprofits expect people to just come to
them?
• Why do we need to do marketing?
• Does the marketing of what nonprofits have
to offer differ from the marketing of for
profit “products?”
•
Pp249-250 and read “What is marketing”?
Marketing and Exchange Partners
• How does marketing
link us to our
exchange partners?
–
–
–
–
–
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Donors
Governments
Media
Service collaborators
Allies in advocacy
Clients
pp.250-251
Discuss the Powerful
Implications Marketing has For
Nonprofits
• 1. Crucial management function since
success in accomplishing exchanges
determines whether nonprofit thrives or
dies.
• 2. Marketing not optional: it will occur
whether effective or not.
• Involves much more than promotion.
pp. 251
The Marketing Mix
• How do we facilitate
mutually beneficial
exchanges?
• What steps do we take to
tailor products and
services?
• What should we consider
when we adjust prices?
– Nonmonetary & Monetary
• How can we shape
delivery system to serve
end user?
pp. 251
The Blend
• How do we blend the 4 P’s into “marketing
mix”?
–
–
–
–
Product
Price
Promotion
Place
Issues related to this mix pp. 252-276
Priorities and Marketing?
Organizations main programs should be
marketed on the basis of:
• Need it fulfills?
• Financial benefits?
• Consistency with Mission?
• Other considerations?
pp. 252-254
A Strategic Planning Grid
• Develop examples of high and low program
attractiveness.
• Develop examples of high and low competitive
position.
• Develop examples of high and low alternative
coverage.
How are these related to marketing goals, strategies,
and level of risk?
pp. 253-254
Marketing Research
• How can we determine who might use our
product or service?
– Segmentation and choosing a target market.
– Choosing some segments means not choosing
others.
– No organization can do it all.
– How do we choose segments (clientele) that
best fit mission, capabilities, and aspirations.
pp. 255-258 and read Marketing Research
Total Population
Families
Families with
children
TARGET! Families with
children in need of child care
How would you use the
following segmenting variables
for marketing?
• Psychographs: lifestyles, values, attitudes,
opinions,and personalities.
• Class, race, ethnicity.
• Marital status.
• Age distribution.
• Cultural considerations.
pp. 256-257
Shaping products and services?
• The spin: how does this help?
• Are we talking bells and whistles?
• Compelling incentives?
pp. 258-262
Pricing Policies
• How do we reduce nonfinancial coasts?
• Pricing objectives?
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–
–
–
–
Do we want to get rich?
Do we want a price to entice other action?
Do we want price to reflect demand?
Do we want price to reflect competition?
Do we want price to reflect cost to us?
pp. 2262-266
Managing Advertising Programs
• Advertising
– Flow from marketing strategy
– What target audience and what is their
“readiness to buy”
– Essential message to be conveyed
– Style and tone
– Evaluating the results
pp. 270-272
Marketing marketing to nonprofits
Role of marketing in responding effectively to
clients’ wants and needs assists by:
• Monitoring organizations environment.
• Contributing to SWOT analysis.
• Participating in portfolio analysis.
• Undertaking marketing research.
• Suggesting target markets.
• Appraising client satisfaction.
Pp272-275