Michael J. Worth- Chapter 10 Marketing and Communications

1. Chapter 10:
Marketing and
Communications

2. • Approaches to marketing
• Commercial marketing: Seeks additional
customers
• Social marketing: Seeks to change human
behavior and improve society
• Cause marketing: Fundraising partnerships
between a nonprofit and a corporation
Defining and Understanding Marketing
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 2

3. • Marketing Mindsets
• Product
• Quality of the product
• Sales
• Convincing consumers
• Target audience
• Focuses on the needs and wants of consumers
Defining and Understanding
Marketing (cont’d)
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 3

4. • Nonprofit organizations operate in a
competitive environment
• Funding
• Advocating a particular cause or social goal
• Attention
• Other nonprofits, for-profit companies, and
public organizations
• Individuals’ time and money
Marketing Serves the Mission
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 4

5. • Communication
• Transmission or exchange of information
• Marketing
• Communicating with the purpose of influencing
the behavior
• Value proposition
Marketing Means Action
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 5

6. • Public Relations
• Communication process that builds
relationships between organizations and their
publics
• Internal publics
• External publics
Marketing Means Action (cont’d.)
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 6

7. The Marketing Process
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 7

8. • Product
• The good or service being offered
• Place
• Location where the good or service is
available
• Promotion
• Efforts taken to gain notice for the
organization’s products
• Price
• Cost of the good or service
The Marketing Mix
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 8

9. • Market Segmentation and Target Markets
• Demographic variables, geography, and
behavioral measures
• Psychographics
• Marketing to the individual
The Marketing Mix (cont’d.)
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 9

10. • Benefit exchange
• People exchange something of value
• Immediate
• Personal
• Reflective of values
• Better than competing rewards
• Credible
Defining the Exchange
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 10

11. • Brand
• A name, term, sign, symbol, design, or a
combination of these that is intended to
identify the goods and services of one seller or
group of sellers and differentiate them from
those of competitors.
-Burnett (2007)
Building the Brand
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 11

12. • Brand Attributes
• Evoke feelings, memories, and attitudes
• Brand Promise
• Meet customer expectations
• Brand Equity
• Monetary value brand brings to the
organization
Building the Brand (cont’d.)
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 12

13. Figure 10.2: Brandraising Model
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 13

14. • Messages and values that an organization
communicates permeate every aspect of
the organization’s work
• Living the brand
• Rooted in reality
• Credible
Integrated Marketing Communication
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 14

15. Figure 10.3: Integrated
Marketing Communication
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 15

16. • Effective messages are those that CRAM
• Establish a connection
• Promise a reward
• Inspire action
• Stick in one’s memory
-(Andresen, 2006)
Creating an Effective Message
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 16

17. • Crisis
• A significant threat to the organization
• Crisis communications plan
• Risk management plan
Crisis Communication
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 17

18. • Websites: Static or Interactive
• Social Network Presence
• Facebook
• LinkedIn
• Social Media Presence
• Twitter
• YouTube
• Flicker
Online Media
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 18

19. • Evaluating benefits of marketing and
communication efforts
• Financial costs versus benefits
• Increase in customer goodwill
• Increase in clients
• Improved organizational image
Evaluating Marketing and Communication
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 19

20. • “Marketing must serve the mission and not
become the primary driver of the nonprofit
organization.”
-Michael Worth (2015)
Marketing Serves the Mission
Worth, Nonprofit Management Principles and Practice 4th Edition. SAGE Publications, 2017. 20