Moving Forward to the Organizational essay

Download this essay in word format (.doc)

Note: Sample below may appear distorted but all corresponding word document files contain proper formatting

Excerpt from essay:

This sort of thing one cannot find in profitable organizations (Gainer, and Padanyi, 2002).

No one will tell you that they have cross the sales target of ten million this year. The customers have nothing to do with it. It can also create negative impact that the certain organization is earning so much and providing such little value to their customers. Yet, social marketing case, now organizations are engaging them for social causes as well and telling the world about their accomplishment for the social cause, but this is very rare and most of such activities are very much targeted for their own customers or organization. It has nothing to do with well being of society.

Top management leading the marketing from the front:

The top managers are the biggest part of the marketing campaigns of the non-profit organizations. They have to come forward and show them what they are doing for the cause by themselves so that the customers will be influenced. The credibility of the leader makes a drastic impact on the marketing campaign of the non-profit organization. They need to show themselves working hard for the cause and they need to have potential to influence the people to direct them to work for the cause. Simply means directing them to become their customers. But in profitable organizations, mostly top management remains at the back, just providing the guiding principles and developing broad strategies. They have nothing to do with specific tasks. Even it is very rare that they show them on any of their own promotional campaigns. They have nothing to do with their customers. Their only duty is to design and implement the organizational strategy, monitor the working and control if change is required.


It consists of eight steps that are:

Develop the Goals:

The first step to the marketing plan is to develop the goals. These goals should be in quantity form and should realistic as well. The goals must revolve around the basic cause of the non-profit organization.

Situation Analysis:

This step is of considerable importance but it is mostly overlooked by the marketers. This step includes the evaluation of internal, market and external conditions. The internal conditions include values, skills, staff, systems, and structures, the market conditions include e funding climate, a comparative analysis of other organizations, and the organizational niche or distinctive competence while the external conditions include social, cultural, technological, ecological, economic, and political factor. The conditions analysis can be done through primary and secondary research. The primary research can be done through focus groups and interviews while the secondary research can be obtained through the literature review of the current trends.

Market Analysis and Segmentation:

For non-profit organizations, mostly the market is segmented through demographic factors. It is due to the reason the spiritual and holy motivation mostly drives people towards such sector. The largest potential market ideal for your cause is your target market.

Developing Criteria and Selecting Target Market:

After segmenting the market properly, then the organization should develop the criteria based on their cause or story. The target market should be selected through the largest possible population that is supporting the criteria.

Develop Market Strategies for Target Market:

Now it is the time to plan how to communicate the cause of the organization with their target market. This communication should not only include that particular cause but also mention what organization wants, what they expect from their customers and what they want to achieve for the cause in the near future.

Programs and Services:

After developing marketing strategy, the activities should be designed to make your communication audible to your target market. These programs must highlight the cause and story the organization is working for and what benefits the mass will get if the targets are achieved.

Promotion and Outreach:

The promotions should not only limit to one way communication, it should be meant for feedback as well. These promotions should be done in the manner to get as much response as possible, not in terms of sales but in terms of people involvement in the cause.

Implementation and Leadership:

The implementation of the marketing of non-profit organizations is a difficult task. The proper leadership is needed from the front. The leaders should use themselves as an inspiration for others. And the implementation also relate to the cause.

Conclusion and Recommendation

From this report it is clear that now even non-profit organizations are also working for marketing same as for profitable organizations to earn as much revenue as possible. But there are certain differences like their focus on idea and lack of concern over long-term planning. But as we are moving forward, we have examined that the non-profit organizations are striving hard to market their idea and earn as much as possible. Their strategies differ slightly from profitable organizations. They are also using the modern means for promotion and marketing. Their marketing involves more complexities as they do not have any value to provide in return. Apart from that, they cannot shift from their idea as per the changing demands of their customers.

The non-profit organizations should use the modern era techniques for marketing, which not only lower their costs of marketing but also help them to make their idea audible to a very large or global population. Such techniques include marketing through social networking. It is a very common practice to market through these sites. And non-profit marketing is getting much better response through social network marketing.


Andreasen, a, & Kotler P. 2003, 'Strategic Marketing for Nonprofit Organizations', Upper Saddle River, NJ: Pearson Prentice Hall

Bruce, I 1995, 'Do not-for-profits value their customers and their needs? ', International Marketing Review, Vol. 12 No. 4, pp.12-13

Day, G. 1994, 'The Capabilities of Market-Driven Organizations', Journal of Marketing, Vol. 58 No. 4, pp. 37 -- 52

Flynn, P, and Hodgkinson V 2001, 'Measuring the Impact of the Nonprofit Sector', Kluwer Academic/Plenum Publishers, New York

Gallagher, K, and Weinberg C. 1991, 'Coping with Success: New Challenges for Non-profit Marketing', Sloane Management Review, Vol. 33 No. 1, pp. 14-15

Gainer, B, and Padanyi P. 2002, 'Applying the marketing concept to cultural organisations: an empirical study of the relationship between market orientation and performance', International Journal of Nonprofit and Voluntary Sector Marketing, vol. 7, pp. 182 -- 193.

Goerke, J 2003, 'Taking the quantum leap: Nonprofits are now in business. An Australian perspective', Journal of Nonprofit and Voluntary Sector Marketing, Vol. 8 No. 4, pp. 317 -- 327

Gonzalez, L, Vijande, M, and Casielles, R 2002, 'The market orientation concept in the private nonprofit organisation domain', International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 7 No. 1, pp. 55 -- 67

Rothschild, M…[continue]

Cite This Essay:

"Moving Forward To The Organizational" (2011, March 09) Retrieved December 4, 2016, from

"Moving Forward To The Organizational" 09 March 2011. Web.4 December. 2016. <>

"Moving Forward To The Organizational", 09 March 2011, Accessed.4 December. 2016,

Other Documents Pertaining To This Topic

  • Organizational Development the Understanding and Application of

    Organizational Development The Understanding and Application of Knowledge in Organizational Development The understanding and application of knowledge in organizational development is very important. Organizations want and need to grow and develop if they are to remain viable and relevant in their marketplace (Argyris & Schon, 1978; Carter, 2004). In order for them to do that, they must be ready for the future and willing to embrace change (Sullivan, 2010). Not all businesses

  • Organizational Theory 2 What Core Competences Give

    Organizational Theory #2 What core competences give an organization competitive advantage? What are examples of an organization's functional-level strategies? Core competencies are those capabilities that are critical to a business achieving a competitive advantage in the marketplace. Typically, core competencies can be identified by certain common characteristics -- offering a benefit to the customer, difficult to imitate, uniquely identify the organization and easily leveraged to create many products or operate in many

  • Organizational Change and the Consequences

    This means training that is focused on increasing the knowledge economy of the transforming firm rather than in simply standardizing processes. According to the text by Chapman (2009), this may even call for a change in the linguistic approach to this process. Chapman advises that "training implies putting skills into people, when actually we should be developing people from the inside out, beyond skills, ie., facilitating learning. So focus

  • Organizational Behavior Modern Organizations Are

    It keeps the company moving forward in new and interesting directions. This approach is how they have been able to provide ideas that help people around the world connect, create and accomplish a lot of spectacular things. This has allowed their people who are experts in so many areas be successful. These areas of expertise include marketing, finance, HR, sales, IT infrastructure, personal computing devices, business technology solutions, global

  • Organization Behavior a Report on Advertising Industry

    Organization Behavior A Report on Advertising Industry This paper presents a detailed report on the environmental factors, competitive environment, and current trends in the advertising sector. The purpose of this report is to highlight and discuss the major challenges which companies in the advertising sector are facing in the present business landscape. It starts with a brief overview of the advertising industry; its introduction, functions, and purposes, and proceeds by discussing the

  • Organizations and Behavior

    Organizational Behavior Analysis Explored here will be a former employer, whose culture and method of communication in the workplace made it difficult for the organization to work together as a whole. Many organizations struggle with this particular issue, because they are not aware of what they can do to make much-needed changes that will allow for better communication in the workplace. The company in question was domineering in a sense, in

  • Organizational Politics Shapes IT Decision

    Organizational politics then left unchecked will attempt to squelch, even force to fail any IT plan as seen as too much of a threat to the current hierarchy of status and power within any organization. This is often seen in fact from the standpoint of manufacturing companies who attempt to en masse move their existing production processes to an ERP system prior to streamlining the existing processes first. This

Read Full Essay
Copyright 2016 . All Rights Reserved