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PRESENTED BY :-
ADITYA MOHAN PRABHU
MAY
2023
ADD A FOOTER 2
There seems to be a general view that massive changes have taken
place in the importance of marketing and communications in
nowadays economy. At the same time studies have shown that
nonprofit sector is becoming larger and that it has grown faster than
the private sector. Technological advances, globalization, fiercer
competition and many more have influenced the process of
“marketization” of the nonprofit organizations. All this is a very valid
reason to devote time and resources studying the nonprofit sector.
ADD A FOOTER 3
A non-profit organization is a group
organized for purposes other than generating
profit and in which no part of the
organization's income is distributed to its
members, directors, or officers.
ADD A FOOTER 4
A non-profit does not operate in an effort to build
wealth or revenue for the benefit of the owner,
directors or shareholders. The main goal of a non-
profit is to generate funds and volunteer assistance
to help further its chosen cause. A non-profit
organization can also act as a publicity vehicle to
bring more attention to an issue in the community.
ADD A FOOTER 5
One of the main benefits of running a non-profit organization is that you
have an opportunity to assist the community via funds and volunteer
work. Because the organization is tax-exempt, it does not have to pay
taxes on the money it raises. Additionally, registered non-profits have
limited liability under the law when it comes to debts; the owners and
organizers are not personally responsible for business debts with a few
exceptions. Non-profits also have access to government-sponsored
and private grants and loans that for-profit companies do not. Another
benefit of running a non-profit is that, like a standard for-profit business,
it helps create paid jobs.
ADD A FOOTER 6
Branding→ Like any business, philanthropies have no choice but to
compete for supporters' money. The best way to do so is by creating a
strong brand. According to ARCH, a national resource for respite and
crisis care centers, in order to best market the business your company
must identify its constituents, design programs to suit their needs,
measure the constituents' satisfaction with their programs, and use the
results to fine tune their program. Once your program is clear, you are
able to present your service--your brand--to potential supporters. One
way to strengthen your brand is to develop a slogan.
ADD A FOOTER 7
Publish Your Message→ When selling a message or
viewpoint, and not simply a product, communication is a
necessity. Every non-profit should have a newsletter or
electronic newsletter (e-mail) according to Community Driven
Institute. By "writing for the general public or for membership
associations or others interested in your work," in conjunction
with your community distributions, "your written wisdom will not
just go to those who already know you, but to those who do not
know you yet.
ADD A FOOTER 8
Public Speaking→ One great attribute for your non-profit is a
spokesperson. According to Reis, "Ideally, the founder is the best
person to take on this role. He or she has a powerful connection
to the brand and can sell the story to the media, donors,
volunteers and supporters." Many supporters question how
contributions are used. When you provide them with a person
who actively engages with them, answers questions, shares
stories and relates successes, they become immediately involved
in who you are and what you do.
ADD A FOOTER 9
Community Outreach→In the world of community outreach,
"consistency is the key to success,". Determine the best programs to suit
your mission and work on those until they are stable and you do them
every year. People appreciate being able to see how their time and money
are used; and it feels good to see the results of your donation continue
year after year.
ADD A FOOTER 10
An Online Presence→ Online accessibility is an important marketing
tactic. Create a web page for your non- profit and build a social media
presence. Put your cause out there, writes Network for Good, "optimize your
search engine marketing." Get as many good links to your company's web
page as possible and "make sure all your online outreach and presences
enable two-way conversation with your supporters, fans and non-fans
ADD A FOOTER 11
Identify Your Audience→ Not all non-profit organizations are
likely customers, so figure out what types of groups are most likely
to need your items. For instance, Independent Sectors says there
are ten major categories of non-profits, including museums,
private educational institutions, environmental groups, health
services, international organizations and religious groups. Also
take a look at the type of budget they need to afford your products
and who the decision-makers are.
ADD A FOOTER 12
Get Involved→If you want to sell to local non-profit
organizations, volunteer to help the group or relevant
organizations to become familiar with their operations. In addition
to the good that comes from helping a worthy cause, volunteering
also gives you a way to network with people who can refer you to
decision makers at the organizations. Immerse yourself in the
non-profit world by reading its publications so you understand
their challenges and mission.
ADD A FOOTER 13
Focus on Benefits→ Once you're ready to introduce your
products to a non-profit organization, use lots of benefit-oriented
statements in your promotional materials. Make sure your
brochure, flyers and sales letters explain how your items help
make their lives easier or help solve a problem their group is
experiencing. Since buyers at non-profits must explain how they
spend every penny of their money, make it easy for them to make
the case to their board of directors or donors to get approval to
buy.
ADD A FOOTER 14
Stand Out→Find ways to make your items stand out from the
competitions. If your bottom line allows it, offer a discount to non-
profit groups or provide extra customer support to help the group
implement and use your product. Make it clear how your intimate
knowledge of specific organizations, thanks to your volunteer
efforts or deep research, makes you the best company from which
to buy the products.
ADD A FOOTER 15
Close the Sale→ Make sure your sales tactics make it
easy for the decision-makers to choose your product,
such as using promotional messages that show you
understand and sympathize with their organization's
goals. Use drip marketing to introduce them to your
products, and then consistently market to them by
sending email marketing messages, postcards and
flyers that remind them that you have a product they
need that will help their organization meet its goals.
ADD A FOOTER 16

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MARKETING FOR NON PROFIT ORGANIZATION.pdf

  • 1. PRESENTED BY :- ADITYA MOHAN PRABHU MAY 2023
  • 2. ADD A FOOTER 2 There seems to be a general view that massive changes have taken place in the importance of marketing and communications in nowadays economy. At the same time studies have shown that nonprofit sector is becoming larger and that it has grown faster than the private sector. Technological advances, globalization, fiercer competition and many more have influenced the process of “marketization” of the nonprofit organizations. All this is a very valid reason to devote time and resources studying the nonprofit sector.
  • 3. ADD A FOOTER 3 A non-profit organization is a group organized for purposes other than generating profit and in which no part of the organization's income is distributed to its members, directors, or officers.
  • 4. ADD A FOOTER 4 A non-profit does not operate in an effort to build wealth or revenue for the benefit of the owner, directors or shareholders. The main goal of a non- profit is to generate funds and volunteer assistance to help further its chosen cause. A non-profit organization can also act as a publicity vehicle to bring more attention to an issue in the community.
  • 5. ADD A FOOTER 5 One of the main benefits of running a non-profit organization is that you have an opportunity to assist the community via funds and volunteer work. Because the organization is tax-exempt, it does not have to pay taxes on the money it raises. Additionally, registered non-profits have limited liability under the law when it comes to debts; the owners and organizers are not personally responsible for business debts with a few exceptions. Non-profits also have access to government-sponsored and private grants and loans that for-profit companies do not. Another benefit of running a non-profit is that, like a standard for-profit business, it helps create paid jobs.
  • 6. ADD A FOOTER 6 Branding→ Like any business, philanthropies have no choice but to compete for supporters' money. The best way to do so is by creating a strong brand. According to ARCH, a national resource for respite and crisis care centers, in order to best market the business your company must identify its constituents, design programs to suit their needs, measure the constituents' satisfaction with their programs, and use the results to fine tune their program. Once your program is clear, you are able to present your service--your brand--to potential supporters. One way to strengthen your brand is to develop a slogan.
  • 7. ADD A FOOTER 7 Publish Your Message→ When selling a message or viewpoint, and not simply a product, communication is a necessity. Every non-profit should have a newsletter or electronic newsletter (e-mail) according to Community Driven Institute. By "writing for the general public or for membership associations or others interested in your work," in conjunction with your community distributions, "your written wisdom will not just go to those who already know you, but to those who do not know you yet.
  • 8. ADD A FOOTER 8 Public Speaking→ One great attribute for your non-profit is a spokesperson. According to Reis, "Ideally, the founder is the best person to take on this role. He or she has a powerful connection to the brand and can sell the story to the media, donors, volunteers and supporters." Many supporters question how contributions are used. When you provide them with a person who actively engages with them, answers questions, shares stories and relates successes, they become immediately involved in who you are and what you do.
  • 9. ADD A FOOTER 9 Community Outreach→In the world of community outreach, "consistency is the key to success,". Determine the best programs to suit your mission and work on those until they are stable and you do them every year. People appreciate being able to see how their time and money are used; and it feels good to see the results of your donation continue year after year.
  • 10. ADD A FOOTER 10 An Online Presence→ Online accessibility is an important marketing tactic. Create a web page for your non- profit and build a social media presence. Put your cause out there, writes Network for Good, "optimize your search engine marketing." Get as many good links to your company's web page as possible and "make sure all your online outreach and presences enable two-way conversation with your supporters, fans and non-fans
  • 11. ADD A FOOTER 11 Identify Your Audience→ Not all non-profit organizations are likely customers, so figure out what types of groups are most likely to need your items. For instance, Independent Sectors says there are ten major categories of non-profits, including museums, private educational institutions, environmental groups, health services, international organizations and religious groups. Also take a look at the type of budget they need to afford your products and who the decision-makers are.
  • 12. ADD A FOOTER 12 Get Involved→If you want to sell to local non-profit organizations, volunteer to help the group or relevant organizations to become familiar with their operations. In addition to the good that comes from helping a worthy cause, volunteering also gives you a way to network with people who can refer you to decision makers at the organizations. Immerse yourself in the non-profit world by reading its publications so you understand their challenges and mission.
  • 13. ADD A FOOTER 13 Focus on Benefits→ Once you're ready to introduce your products to a non-profit organization, use lots of benefit-oriented statements in your promotional materials. Make sure your brochure, flyers and sales letters explain how your items help make their lives easier or help solve a problem their group is experiencing. Since buyers at non-profits must explain how they spend every penny of their money, make it easy for them to make the case to their board of directors or donors to get approval to buy.
  • 14. ADD A FOOTER 14 Stand Out→Find ways to make your items stand out from the competitions. If your bottom line allows it, offer a discount to non- profit groups or provide extra customer support to help the group implement and use your product. Make it clear how your intimate knowledge of specific organizations, thanks to your volunteer efforts or deep research, makes you the best company from which to buy the products.
  • 15. ADD A FOOTER 15 Close the Sale→ Make sure your sales tactics make it easy for the decision-makers to choose your product, such as using promotional messages that show you understand and sympathize with their organization's goals. Use drip marketing to introduce them to your products, and then consistently market to them by sending email marketing messages, postcards and flyers that remind them that you have a product they need that will help their organization meet its goals.