SERVICE MARKETING

7Ps of an NGO
BY

TEAM 7

NGO Environment

Introduction
Non-Government Organizations (NGO) are legally constitute corporations created by natural or legal people that operate independently from any form of government. It refers to organizations that are not a part of a government and are not conventional forprofit businesses.

Functions of an NGO
To promote the interest of the poor To protect the environment To provide the basic social services To relieve suffering To undertake community development

Participants
There are Three main participants of NGOs are
1) NGO people (Members, Management, Volunteers, Employees) 2)Donor (Individual, Corporate, Big NGOs, Government, Groups) 3) Beneficiaries (Community, Target people)

Akshaya Trust

Founder

Mr. Narayanan Krishnan

Krishnan founded his outfit Akshaya Trust in 2003, which helps to feed the homeless and mentally-disabled people.

He also provides haircuts and shaves to give extra dignity to those he

serves.

He was selected as one of the Top 10 in "CNN heroes 2010" list.

7 Ps of NGO sector

PRODUCT

Non-profit Organization can sell products made by their beneficiaries to make them self-sufficient and improve their confidence. So here Product is equivalent to the 'benefits' provided to the target group by NGO.

PRICE

NGOs need 'funds' for implementing their programs, projects; the allocation of amount generated through donation is planned for the cost of execution of projects and vice verse.

PLACE NGOs operate through their Offices and Centers. They can set-up their

shops/canopy of the products which are made by their beneficiaries like

handicrafts, arts, greetings, drawings etc.

PROMOTION
Promotion is very important and significant term in Marketing of NGOs. Direct Marketing,

Publicity,
Sponsorship, Public relations etc. play vital role in NGO Marketing.

PHYSICAL EVIDENCE

Donors pay generously. So they expect their money to be used for the

correct purpose and hence 'physical evidence' of the 'use' of this

money helps gain more donations.

PROCESS

There is a process of generating funds from donors and allocating it to projects which imparts benefits to the community. Hence the process through which NGOs generate funds from Donor Agencies is crucial in NGOs sector

PEOPLE

NGOs are completely people-oriented Organizations. Non-paid Volunteers who help on various projects are

the most important people involved in NGOs. Apart

from that , founders and members of NGO and the employees etc. are the people who work of the

community through NGOs.

Thank You!