Non-profit organizations Flashcards
Nonprofit organizations
An organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment
Nonprofit organization marketing
--> is the effort by nonprofit organization to bring about mutually satisfying exchanges with target markets. Markets such as:
• Government
• Private museums
• Theaters
• Schools
-ChurchesNon-Profit Organizations Share characteristics with service organizations
- Market intangible products
- Production requires customer’s presence
- Services vary greatly
- Services can not be stored
Non-profit organization marketing activities
- Identify desired customers
- Specify objectives
- Develop, manage, eliminate programs and services
- Decide on prices
- Schedule events or programs
- Communicate their availability
Unique aspects of nonprofit organization marketing strategies
- Setting of marketing objects
- Selection of target markets
- Development of marketing mixes
Nonprofit target markets
- Apathetic or strongly opposed targets
- pressure to adopt undifferentiated segmentation
- complementary positioning
- Apathetic or strongly opposed targets
Developing those markets who are strongly opposed to receiving the service (vaccinations, family services)
-pressure to adopt undifferentiated segmentation
Pressured to serve as many as they can, so targeting the average user.
-complementary positioning
Their goal is to provide service to those who don’t get it from private sectors, therefore they much complement, rather than compete with, the efforts of others. (university library complements the services of a public library)
Promotion Decisions of non-profits
- professional volunteers
- sale promotion activities
- public service advertising
- peer to peer communications
-professional volunteers
they need to advertise for volunteers to help them
-sale promotion activities
use of services that are already in place ( rainbow , Toronto star) to reduce costs
-public service advertising
announcement that promotes a program of the federal, provincial, or local government or of a nonprofit organization.
- peer to peer communications
hold forums for people share experiences.
Pricing Decisions
• Characteristics distinguishing pricing decisions of nonprofit organizations ○ Pricing objectives ○ Nonfinancial prices ○ Indirect payment ○ Separation between payers and users ○ Below-cost pricing
