This document provides an overview of marketing concepts for nonprofits. It discusses the American Heart Association's successful "Go Red for Women" campaign. It also outlines the three marketing orientations of product, sales, and customer orientation. The marketing mix of the four P's is described as applied to nonprofits, along with their multiple objectives and constituencies. The document proposes ways the 501st Legion nonprofit could increase popularity through strategic marketing, such as expanding social media outreach. It concludes by discussing the marketing audit, portfolio analysis, and references cited.

1. Chapter Eight-
Marketing
Kelsi Osterman
PA 3500-001: Nonprofit Orgs. & Mgt.
Pages 168-180
“Marketing is an organizational function and a set of
processes for creating, communicating, and delivering value
to customers and for managing customer relationships in
ways that benefit the organization and its stakeholder,”
(Tschirhart & Bielefeld, American Marketing Association, pg.
170).

2. American Heart Association
Go Red for Women:
Designed to empower women to take charge of their
health
Media relations, events, promotions, corporate
relations strategies, billboards, radio PSAs, and
celebrity spokespeople
Introduces us to an example of a successful
marketing campaign
-Made use of extensive promotion and publicity to spread the message

3. General Philosophies of
Marketing & Nonprofits
Three Marketing Orientations:
Product or Service Orientation
-Focus on the more efficient manufacture and distribution of the goods/
services demanded
Sales Orientation
-Focus on persuading customers to buy a certain product or service over
competitors
Marketing or Customer Orientation
-Shift focus to needs and desires of customers

4. Distinctive Aspects of Marketing
in Nonprofits
Marketing Mix:
Composed of the four P’s
-Product
-Promotion
-Price
-Place
Multiple Objectives:
-Deciding on goals involves compromise and consensus building
Ex) Keipos and prioritization
Multiple constituencies
-Those who subsidize the organization (donors)
-Those who use/benefit from the organization’s services

5. Distinctive Aspects of Marketing in
Nonprofits
Tension between mission and customer satisfaction
Ex) Meals on Wheels
Most nonprofits provide services over tangible
products
-Some nonprofits seek change in social behavior
Ex) Go Red for Women
Nonprofits under public scrutiny
-Public subsidies and donations
-Nonprofits must be careful of potentially negative public opinion

6. Developing a Marketing Orientation
Marketing Cycle (Peter Brinkerhoff)
Define the market
Answer the question: what does that market want?
Shape or reshape the products/ services
Set prices for, promote, and distribute the offerings
Evaluate the results of the marketing program
Start over

7. Developing a Marketing Orientation
The Strategic Marketing Plan
1. Evaluate the nonprofit’s environment and current
marketing program
2. Set future marketing goals
3. Develop strategies and tactics for reaching these goals
501st Legion Activity

8. Strategic Marketing Plan- 501st
Legion
501(c)(7)
Marketing background: well
developed webpage, Facebook,
and Intstagram with frequent and
consistent posts
Also know as “Vader’s Fist”, this
nonprofit helps to improve the lives
of those less fortunate
Mission: To promote interest in Star
Wars, to facilate the use of
costumes, and to contribute
How could this
organization
increase popularity
through strategic
marketing?

9. Figure 8.1- The Marketing Planning
Process

10. Developing a Marketing Orientation Developing a Marketing OrientationDeveloping a Marketing Orientation
Developing a Marketing Orientation
Marketing Information & Research
Marketing information to provide information to key decision makers
-
An internal reports subsystem collects date information without the
nonprofit
-
A marketing intelligence subsystem collects information from public
sources
-
A marketing research subsystem collects and analyzes data about a
specific marketing issue faced by the nonprofit
-
An analytical marketing system organizes general data, performs need
analysis and provides reports

11. Developing a Marketing Orientation
Problem Identification & Research Objectives
Research Plan Formulation
Data Collection & Analysis
Interpretation & Reporting of Findings

12. The Marketing Audit
Where are we now?
External analysis:
-PEST (political, economic, environmental, sociocultural,
technological) analysis
-Analyze competitors, collaborators, and stakeholders

13. The Marketing Audit
Internal Analysis:
-Trends: what are significant trends in the nonprofit’s
programs, services, participation, and support?
-Share of market: How much of the market does the
nonprofit have in relation to competing organizations?
-Stability: Has the nonprofit demonstrated “staying power”?
-Efficiency: Has the nonprofit been cost effective in its use
of facilities, personnel and other resources?
-Flexibility: Has the nonprofit been able to adapt to market
and environmental changes?

14. Figure 8.2- Product Life Cycle
Products and goods pass through predictable usage stages

15. The Marketing Audit
Portfolio Analysis
-Considers the main products, services, or programs
of a nonprofit
-Evaluates them against criteria judged to be
important to the organization
-Three dimensions:
Program attractiveness
Competitive position
Alternative coverage

16. Works Cited
The 501st Legion. (n.d.). Retrieved from
http://www.501st.com/
Tschirhart, M., & Bielefeld, W. (2012). Managing
nonprofit organizations. Hoboken, NJ: Jossey-Bass.