Marketing is about making an exchange • Do nonprofits expect people to just come to them? • Why do we need to do marketing? • Does the marketing of what nonprofits have to offer differ from the marketing of for profit “products? ” • Pp 249 -250 and read “What is marketing”?
Marketing and Exchange Partners • How does marketing link us to our exchange partners? – – – Donors Governments Media Service collaborators Allies in advocacy Clients pp. 250 -251
Discuss the Powerful Implications Marketing has For Nonprofits • 1. Crucial management function since success in accomplishing exchanges determines whether nonprofit thrives or dies. • 2. Marketing not optional: it will occur whether effective or not. • Involves much more than promotion. pp. 251
The Marketing Mix • How do we facilitate mutually beneficial exchanges? • What steps do we take to tailor products and services? • What should we consider when we adjust prices? – Nonmonetary & Monetary • How can we shape delivery system to serve end user? pp. 251
The Blend • How do we blend the 4 P’s into “marketing mix”? – Product – Price – Promotion – Place Issues related to this mix pp. 252 -276
Priorities and Marketing? Organizations main programs should be marketed on the basis of: • Need it fulfills? • Financial benefits? • Consistency with Mission? • Other considerations? pp. 252 -254
A Strategic Planning Grid • Develop examples of high and low program attractiveness. • Develop examples of high and low competitive position. • Develop examples of high and low alternative coverage. How are these related to marketing goals, strategies, and level of risk? pp. 253 -254
Marketing Research • How can we determine who might use our product or service? – Segmentation and choosing a target market. – Choosing some segments means not choosing others. – No organization can do it all. – How do we choose segments (clientele) that best fit mission, capabilities, and aspirations. pp. 255 -258 and read Marketing Research
Total Population Families with children TARGET! Families with children in need of child care
How would you use the following segmenting variables for marketing? • Psychographs: lifestyles, values, attitudes, opinions, and personalities. • Class, race, ethnicity. • Marital status. • Age distribution. • Cultural considerations. pp. 256 -257
Shaping products and services? • The spin: how does this help? • Are we talking bells and whistles? • Compelling incentives? pp. 258 -262
Pricing Policies • How do we reduce nonfinancial coasts? • Pricing objectives? – Do we want to get rich? – Do we want a price to entice other action? – Do we want price to reflect demand? – Do we want price to reflect competition? – Do we want price to reflect cost to us? pp. 2262 -266
Managing Advertising Programs • Advertising – Flow from marketing strategy – What target audience and what is their “readiness to buy” – Essential message to be conveyed – Style and tone – Evaluating the results pp. 270 -272
Marketing marketing to nonprofits Role of marketing in responding effectively to clients’ wants and needs assists by: • Monitoring organizations environment. • Contributing to SWOT analysis. • Participating in portfolio analysis. • Undertaking marketing research. • Suggesting target markets. • Appraising client satisfaction. Pp 272 -275
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