THIS WORK EXPLAINING HOW THE NON PROFIT ORGANIZATION CAN BE MARKETED ON THE MARKET.

1. TOPIC
Not for profit marketing
NAME: REG. NO.
1. DANIEL D. MUNA 12412105/T.17
2. DIANA KYEJU 12412115/T.17
3. TUMAINI J. FUSSI 12412091/T.17
4. MATHEW J. CHAMBILE 12412106/T.17
5. MIRIAM MICHAEL 12412093/T.17
6. GABRIEL Z. MDOE 12412108/T.17
7. TWAIBA JAMAL JANJA 12412089/T.17

2. KEY AREA IN THE NOT FOR PROFIT MARKETING
• Definition of marketing and Not for profit marketing
• Describe the key characteristics of not-for-profit organizations
• Types of not- profit organizations
• Not-for profit Organization Marketing Characteristics Shared with Service
Organizations
• Not-for profit Organization Marketing Activities
• The unique aspects of not-for profit organization marketing
• Why nonprofit organizations market themselves

3. What is marketing
• While selling is offering something in exchange
for money, marketing is a process that entails
satisfying certain needs of clients or consumers
through an exchange process.
• Examine how your organization’s mission statement
addresses needs such as the need for learning new
skills, the need for improved functioning, the need for
increased opportunities, etc

4. I Hate Selling!
•People who care
passionately about their
nonprofit programs can
also have a strong
distaste for the term
“marketing” because
they imagine it to mean
having to try to get
people to give up their
money

5. •Unfortunately, this narrow
view of “marketing” can
actually serve to block the
flow of many kinds of non-
monetary, as well as
monetary, resources a
nonprofit program needs
in order to thrive

6. • Therefore, we need to shift our
perspective on marketing from
one that emphasizes what we
want to get from another party,
to establishing a win-win
relationship whereby, when we
meet the needs of various
audiences, they reciprocate by
providing us resources

7. What is Nonprofit Marketing?
“Nonprofit marketing is a way to harmonize the
needs and wants of the "outside” world with the
purpose, resources and objectives of the
institution.”
Peter Drucker

8. Key Characteristics of Not-for-Profit Organizations
1. The presence of multiple
stakeholders,
2. Transparency in the organization’s
mission and finances,
3. The presence of multiple objectives in
business and social term,
4. A different orientation compared with
commercial organizations and,
5. Lastly different customer perceptions
Multiple
stakeholders
Transparency
Multiple
objectives
Orientation
Customer
perceptions

9. 1. The presence of multiple stakeholders
Stakeholders are those groups with whom the organization has a
relationship , and which impact on the operations of the organization,
including shareholders (or trustees),regulatory bodies, other charity or
not-for-profit partners, supply chain partners, employees, and
customers.
Although profit or private sector organizations need to interact with a
range of stakeholders to achieve their business goals, their focus is on
target market customers and shareholders. What is different about not-
for-profit organizations, as the above mission statements indicate, is that
they are concerned with a wider group of interested parties, which we
term stakeholders.

10. Cont’d
• Because they serve a range of stakeholders, not-for-profit organizations do
not always value their beneficiary customers (i.e. those who receive their
charitable services) perhaps as much as they should, and they sometimes do
not explain sufficiently to donors (i.e. supporter customers) how those
donations are being used. The difficulties that arise in trying to satisfy
multiple stakeholder groups, which considers beneficiary and supporter
customers and explains why charities do not always satisfy, and sometimes
undervalue, these groups of customers

11. 2. Transparency in the organization’s mission and
finances.
The use of public money and donations in not-for-profit organizations
requires that their source and allocation be easily understood, audited,
and tracked. Such public scrutiny or transparency of funding is a feature
that distinguishes these organizations from their private sector
counterparts. In order for donations to continue to flow, not-for-profit
organizations must be able to demonstrate trust, integrity, and honesty.

12. 3. The presence of multiple objectives in business and
social term
In the manufacturing, and other sectors, profit is a central overriding goal.
Investment decisions are often based on the likely rate of return and
resources are allocated according to the contribution (to profit) they will
make. Profit provides a relatively easy measure of success. As the name
would suggest, in the not-for-profit sector, profit is not the central overriding
goal. Not-for-profit organizations have a range of goals, a multiple set of
tasks that they seek to achieve.

13. Cont’d
These include generating awareness, motivating people to be volunteers,
distributing information, contacting customers, raising funds, allocating
grants, and lobbying members of parliament for a change in regulations
or legislation. Other goals include increasing their geographical spread
to reach new people who might benefit from the organization’s activities
and campaigning to get media attention about a particular issue. In the
non-profit sector performance measurement is more challenging, simply
because there is the use of a wider set of objectives.

14. 4. A different orientation compared with commercial
organizations
Rather than manufacturing, distributing, and selling a physical product,
as a general rule, organizations in the not-for-profit sector are oriented
to delivering a service. Developing a market orientation is important for
a not-for-profit, because the stronger the market orientation, the stronger
the organization’s market performance, particularly for smaller charities
. How the not-for-profit raises its funding has an impact on the
organization’s market orientation

15. cont’d
Not-for-profit organizations need to create positive awareness about the
organization’s cause or activities. The principal focus of the
organization is therefore to motivate and encourage people to become
involved and identify with the aims of the organization, which may then
lead to either financial contributions and/or volunteering support (e.g.
by working in a charity’s shop, or by contributing financial, marketing,
or other professional services expertise).

16. 5. The different customer perceptions
Customers of private sector organizations realize that in exchange for products (and
services) they are contributing to the profits of the organization they are dealing
with. Customers have a choice and organizations compete to get their attention and
money. In the not-for-profit sector, customers do not always have a choice. Donors
are free to give to one charity rather than another or not to give anything at all. In
the public sector, choice is often limited, although governments do try to provide
some choice (e.g. in school provision). In reality, however, there is little practical
opportunity for the public to choose among different public services in the same
way that there is the private sector.

17. Types of Not-for profit Organizations
Government
Private Museums
Theaters
Schools
Churches
Other Non-government
Not-for profit
Organizations

18. Not-for profit Organization Marketing Shared Characteristics
with Service Organizations
Market intangible products
Production requires
customer’s presence
Services vary greatly
Services can not be stored
Shared
Characteristics
with
Service
Organizations

19. Not-for profit Organization Marketing Activities
Identify Desired Customers
Specify Objectives
Develop, manage, eliminate
programs/services
Set prices
Schedule events
Communicate through advertising/PR

20. The unique aspects of not-for profit organization
marketing
Market
Objectives
Target
Markets
Marketing
Mixes
Unique Aspects of Marketing of
Nonprofit
Organizations

21. Market Objectives
Provide Services
to:
 Users
 Payers
 Donors
 Politicians
 Appointed
officials
 Media
 General Public

22. Target Markets
Apathetic or strongly
opposed
targets
Pressure to adopt
undifferentiated
segmentation
Complementary positioning
Unique Issues
of Nonprofit
Organizations

23. Product Decisions
Benefit
Complexity
Weak
Benefit Strength
Low Involvement
Distinctions between
Business and Not –for profit
Organizations

24. Promotion Decisions
Nonprofit
Organization
Promotion
Decisions
Sales Promotion
Activities
Public Service
Advertising
Licensing
Professional
Volunteers

25. Pricing Decisions
Below-Cost Pricing
Separation Between
Payers and Users
Indirect Payment
Nonfinancial Prices
Pricing Objectives
Characteristics
Distinguishing
Pricing Decisions
of Nonprofit
Organizations

26. Why not- for profit organizations market themselves
Growth
Funding
Prosperity

27. What Resources Do Not- for profit Organizations Need in
order to accomplish the marketing processes?
 Tangible
 Funding
 Clients
 Staff
 Board members
 Volunteers
 Infrastructure
 Intangible
 Political support
 Social support
 Sense of making a
difference
 Hope of sustainability