Marketing for Non-Profit Organizations
Marketing for Non-Profit Organizations
What is Marketing?
T
he study of people and what they buy, how
much they will pay, where they want to purchase
a product, and how they are affected by
promotional tactics and messages.
The marketing
orientation,
or
concept,
is a
philosophy concerning the way a company
should be managed. It consists of three
requirements (Cravens and Woodruff, 1983):
1.Examine people’s needs and wants as the
basis of deciding what the business will do.
2.Select the best way to meet the consumer’s
needs that are targeted by the firm.
3
.
Achieve the organization’s performance
objectives by meeting the consumers’ needs
satisfactorily.
What is a Non-Profit Organization?
•
A nonprofit organization or organisation
is an
organization
that uses its surplus revenues
to
further achieve its purpose or mission
,
rather than
distributing its surplus income to the
organization's
shareholders
as profit or dividends. This is known
as the distribution constraint.
The decision to adopt
a nonprofit legal structure is one that will often
have taxation implications,
particularly where the
nonprofit seeks income tax exemption, charitable
status and so on.
What is the difference between
the marketing of for-profit and not-for-profit
organizations?
What is the difference between NGOs (non-
government organizations) and GONGOs
(government oriented non-government
organizations)?
Types of NGOs
•
by orientation
•
by level of operation
By Orientation
•
Charitable Orientation
•
Service Orientation
•
Participatory Orientation
•
Empowering Orientation
By Level of Operation
•
Community-based Organizations (CBOs).
•
Citywide Organizations
•
National NGOs
•
International NGOs
The study of people's buying behavior, consumer needs, and effective promotional strategies within non-profit organizations. Understanding the differences between marketing approaches of for-profit and non-profit entities, and the various types and orientations of NGOs.
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Presentation Transcript
What is Marketing? The study of people and what they buy, how much they will pay, where they want to purchase a product, and how they are affected by promotional tactics and messages.
The marketing orientation, or concept, is a philosophy concerning the way a company should be managed. It consists of three requirements (Cravens and Woodruff, 1983): 1.Examine people s needs and wants as the basis of deciding what the business will do. 2.Select the best way to meet the consumer s needs that are targeted by the firm. 3.Achieve the organization s performance objectives by meeting the consumers needs satisfactorily.
What is a Non-Profit Organization? A nonprofit organization or organisation is an organization that uses its surplus revenues to further achieve its purpose or mission,rather than distributing its surplus income to the organization's shareholders as profit or dividends. This is known as the distribution constraint. The decision to adopt a nonprofit legal structure is one that will often have taxation implications, particularly where the nonprofit seeks income tax exemption, charitable status and so on.
What is the difference between the marketing of for-profit and not-for-profit organizations?
What is the difference between NGOs (non- government organizations) and GONGOs (government oriented non-government organizations)?
Types of NGOs by orientation by level of operation
By Orientation Charitable Orientation Service Orientation Participatory Orientation Empowering Orientation
By Level of Operation Community-based Organizations (CBOs). Citywide Organizations National NGOs International NGOs
