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  1. 1. Not-for-Profit Marketing 21
  2. 2. Nonprofit Organization (NPO) <ul><li>Organization whose primary objective is something other than returning a profit to its owners. </li></ul>Not-for-Profit Marketing 20-2
  3. 3. Characteristics of a Nonprofit Organization (NPO) <ul><li>Product offered is often intangible </li></ul><ul><li>Multiple publics </li></ul><ul><li>Customer has less influence </li></ul><ul><li>The resource contributor interferes with the marketing program </li></ul><ul><li>Lack of bottom line </li></ul><ul><li>Lack of single clear organizational structure </li></ul><ul><li>Sometimes inefficient </li></ul>21 20-3
  4. 4. Types of Nonprofit Marketing (1 of 2) <ul><li>Person Marketing </li></ul><ul><ul><li>Efforts designed to cultivate the attention, interest, and preference of a target market toward a person. </li></ul></ul><ul><li>Social Marketing </li></ul><ul><ul><li>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 . </li></ul></ul>21 20-5a
  5. 5. Types of Nonprofit Marketing (2 of 2) <ul><li>Organization Marketing </li></ul><ul><ul><li>Attempts to influence others to accept the goals of, receive the services of, or contribute in some way to an organization. </li></ul></ul>21 Not-for-Profit Marketing 20-5b
  6. 6. Developing a Marketing Strategy <ul><li>Marketing Research </li></ul><ul><li>Product Strategy </li></ul><ul><li>Pricing Strategy </li></ul><ul><li>Distribution Strategy </li></ul><ul><li>Market Communications Strategy </li></ul>21 20-6
  7. 7. Thank you