Importance of Marketing in Non-Profit Organizations Term Paper

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Marketing in Non-Profit organizations

In the contemporary era of shrinking public resources and increasing public demands the socially liable non-for-profit organizations are becoming more significant than ever before. Irrespective of the fact that the personnel and board members of such organizations are much strengthened in terms of their good will they are some times weakened in terms of technical know-how on the methodology in which to attain the coveted objectives. (Marketing Strategies for Non-Profit Organizations) As in the commercial organizations the non-profit organizations are also required to sell their products. However, rather than concentrating on their market efforts on customers, most non-profit organizations focus on the potential benefactors. (Exercise: How Well Do Nonprofit Organizations Market Themselves?) Irrespective of the kind of non-profit services that is provided and not considering the scale of the organization the marketing approaches and techniques are felt essential so as to optimize the effectiveness of the organization. The correct marketing campaign assists in entailing the word out to those who require the services most, woo donors, and expand the influence in the community. In a correct marketing campaign can assist you to receive the word out to those who require your services most, woo donors, and extend your pressure in the community. (Successful Marketing Strategies for Nonprofit Organizations)

In a busy marketplace of ideas, it is significant for non-profit organizations to institute a well-defined niche. While most non-profits are not promoting the products they are promoting the mission of their organization, their ideas, their programs and their services. Devising and maintaining a visible and convincing identity through marketing will enhance the local support for your organization. Many non-profit organizations take it for granted that have their programs promote them selves on the basis of their potential value. They function with the hypothesis that back up and recognize that automatically come to a good cause. To our misfortune this is considered to be a false assertion. Even the best of programs will vanish into obscurity if the non-profit management deliberately formulates other groups, associations, businesses and individuals aware of their mission and persistently maintains that level of awareness. The non-profits are required to indicate their intended audiences and target their messages to such groups and outline strategic plans that will best utilize the limiter resources to cater to the organizational goals and objectives. (Marketing for Non-profit Organizations)

It is required to know as to the number of people in the community those are watchful to the good work of the organization. The effective communication and a reliable image also increase the capability of the non-profit organizations to mobilize the funds. When the local community members do not have an awareness of the good work that a non-profit does, it is quite improbable that they assist to a fund mobilizations campaign. Contrary to this if the private foundations do not visualize the financial support at the local level they may be less prone to the award grants. Foundations also visualize at grant proposals to visualize the way an organization plans to interact with he results of their program. Marketing is an on-going, cumulative strategy that can generate financial partnerships. (Marketing for Non-profit Organizations)

Branding is an extensively used catch phrase in not-for-profit marketing in the present days. However, several not-for-profit organizations may not think of themselves as 'brands'. Yet, it is not-for-profit organizations those are most balanced to become powerful brands. The reason is that the people those work for the organization are motivated by passion for a concern or objective and in essence they are living and breathing your brand. But the question is how to arrest that brand, build on its strengths and deal with its challenges. The most thriving non-profit organizations like the most successful consumer product companies are hosted by strengthened brand assurance. All funding agencies would rather visualize precision of objective over the ambiguity. A strengthened brand will assist in making a case for agency with organization with foundations, corporate donors and individuals those cares about your mission. (Pre-conference Institute- Mini-Certificate: Mission-Based Marketing)

Target audiences are aware of who the organization is and what it endures for and what to be anticipated from it and are free from anxiety of such qualities at every point of contact. Every strong brand promise is supported by deliberate and comprehensive management and execution that we are aware of the 'living the brand'. Whether the part of a larger communication strategy or as a stand-alone tactic accessing out to targeting audiences with particular messages and building a coalition of supporters that assist in shape of public opinion of and positively influence legislative or regulatory consequences on issues significant to your organization. It is quite essential to investigate the non-profit best diversify, broaden and deepen its engagement with crucial audience segments in the community. Initiation with the good market research is very significant. The market research is a crucial component to forward the reply to the most significant questions: which one was the target audience and on what they concentrate. The products offered to them are exclusive.

By applying the techniques like demographic analysis, interviews, concentration groups, surveys and town hall meetings it is desirable to collect valuable information that assist in devising marketing strategies to access the target members of the community. While the non-profit marketing comes of age, it is alluring to discard some of the traditional, tried and true methods. However, word-of-mouth marketing persistently continues to be one of the powerful and cost effective methods of spreading the non-profit message and mobilize supporters. Volunteers are regarded as the confidential tools of nonprofit organization for expansion of its access in the community. Mobilization of resources presently has become a complex affair. The supporters have enhanced expectations and the competition for dollars is serious. (Pre-conference Institute- Mini-Certificate: Mission-Based Marketing)

The Internet is capable of significant factor in marketing. However, the non-profit organizations confront many challenges while moving onto the Web. Functioning with the confined budgets, many non-profits have to make sure that they entail their Web campaign right from the initiation. Some non-profits may discover that they are striving for the same commercial conditions as the for-profit companies. Such for-profit companies have enhanced marketing budgets to infuse at the search engines. However, there exist several modes of non-profit organizations that make their non-profit status function to their advantage. The Google Grant Program entails the 501(c) (3) non-profit organizations the scope to maintain PSAs- public service ads on their AdSense Network. Several directories such as Yahoo Directory extend free directory submissions to non-profit organizations. Just be certain to ensure the special necessities of the directory prior to submission. While the non-profit organizations do not have anyone on staff that is acquainted with search engine optimization -- SEO, it is required to consider engagement of a professional SEO consultant. (Marketing a Non-profit Organization)

The following are some phases that should be adhered to in devising the marketing ideas that is required to mark a significant difference in the base of the organization:

1. It is required to indicate the target, research similar organizations and associations. 2. Indicate the desired consequences of the marketing efforts. 3. Applying the information so collected in Step 1 and 2 devise brochures and marketing materials that would narrate the advantages, services, donation opportunities and values of the organization. 4. Devise the public relations approach. Ensure to apply the media other associations that are accessing out to the same target market that you are. 5. Devise and maintain a professional Internet presence by generating a web site. It can conveniently be applied to use a web site as a great resource to demonstrate useful information, news, monthly newsletters and events, generate community, share alternatives to donating money, and showcase the benefits of your organization. 6. Then it is required to apply multiply communication techniques. Nonprofit organizations sometimes target several audiences that may react to different approaches. Several communications campaigns are capable of assisting intuition and maintenance of a more extensive positive image. It is required to interact visually as well as orally. Regular display of the name of the organization and logo on newsletters, reports, signs and brochures is then required. A brilliant, well structured visual image reinforces understanding of the organization. 7. It is required to research and maintain the prospect and customer databases. Never permit such resources to be degenerated. It is wiser to apply them for special mailings, follow-up telephone calls, event invitations, alliance development, and research profiling and market segmentation. 8. Apply the message repetition and variation: An audience is more prone to recall a message when is reiterated in varied kinds of communication. To illustrate, it is required to generate the mission statement in a brochure, write it in a PSA, and depict it to a news reporter. Slogans are one of the modes of successfully capturing the implication of the message in brief and memorable form. 9. Demonstrate and publicize the consequences and goals of that the organization attains. It can easily be discovered that it is…[continue]

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