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MARKETING

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Not-for-Profit Marketing

Copyright 2003 by Nelson, a division of Thomson Canada Limited.

Not-for-Profit Marketing

Chapter

21

Objectives
1. Outline the primary characteristics of nonprofit organizations that distinguish them from profitseeking organizations. 2. Show that marketing applies to nonprofit organizations in the same way it does to businesses. 3. Identify the main categories of marketing in nonprofit settings. 4. Apply the marketing mix to nonprofit settings.
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Copyright 2003 by Nelson, a division of Thomson Canada Limited.

Not-for-Profit Marketing

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Nonprofit Organization (NPO)

Organization whose primary objective is something other than returning a profit to its owners.

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Copyright 2003 by Nelson, a division of Thomson Canada Limited.

Not-for-Profit Marketing

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Characteristics of a Nonprofit Organization (NPO)

Product offered is often intangible Multiple publics Customer has less influence The resource contributor interferes with the marketing program Lack of bottom line Lack of single clear organizational structure Sometimes inefficient
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Not-for-Profit Marketing

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Bottom Line
The overall profitability measure of performance.

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Copyright 2003 by Nelson, a division of Thomson Canada Limited.

Not-for-Profit Marketing

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Types of Nonprofit Marketing (1 of 2)

Person Marketing
Efforts designed to cultivate the attention, interest, and preference of a target market toward a person.

Social Marketing
The analysis, planning, execution, and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of society.

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Copyright 2003 by Nelson, a division of Thomson Canada Limited.

Not-for-Profit Marketing

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Types of Nonprofit Marketing (2 of 2)

Organization Marketing
Attempts to influence others to accept the goals of, receive the services of, or contribute in some way to an organization.

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Copyright 2003 by Nelson, a division of Thomson Canada Limited.

Not-for-Profit Marketing

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Developing a Marketing Strategy

Marketing Research Product Strategy Pricing Strategy Distribution Strategy Market Communications Strategy

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of

MARKETING

Chapter

Thank you

Copyright 2003 by Nelson, a division of Thomson Canada Limited.