PADM 7040 Nonprofit Management Week 4 Part 2 Jerry Merwin

Week 4 Overview  Readings: Andreason & Kotler Chapter 4 Understanding Target Audience Behavior. Golembiewski & Stevenson Case 15 The Supply Side of Volunteerism.

Strategic Marketing for NonProfit Organizations  Part II. STRATEGIC PLANNING AND ORGANIZATION. Chapter 3. Strategic Marketing Planning. Chapter 4. Understanding Target Audience Behavior. Chapter 4. Understanding Target Audience Behavior. Chapter 5. Acquiring and Using Marketing Information. Chapter 6. Segmentation, Positioning and Branding.

Strategic Marketing for NonProfit Organizations Chapter 4  Understanding Target Audience Behavior “What is the bottom line of all marketing strategy and tactics according to Andreasen and Kotler (p. 91)?” (also see examples) What are behavioral drivers?  See the diagram on p. 92. Explain “The Central Role of Exchange.” (p. 93)  Types of exchanges? What are the “Levels of Understanding of Consumer Behavior” (A & K, p. 94)?

Strategic Marketing for NonProfit Organizations Chapter 4  Understanding Target Audience Behavior How are “individual behaviors” important? (Andreasen and Kotler, p. 95)  Involvement and Complexity  See the Table 4-1 on p. 96. Explain “Highly Complex Decisions.” (p. 97)  Stages of Change?

Strategic Marketing for NonProfit Organizations Chapter 4  What is going on in the Contemplation Process?  What is going on in the Contemplation Process? (Page 99) See Figure 4-1 and note the factors and processes involved in the contemplation stage.  Information Gathering  Forming the Choice Set *(see Figure 4-2)  Forming Evaluation Criteria *(see Figure 4-3)  Evaluating Alternatives  Combining Beliefs and Weightings *(see Table 4-2)

Strategic Marketing for NonProfit Organizations Chapter 4  What is going on in the Contemplation Process? See Figure 4-1 and note the factors and processes involved in the contemplation stage. (Continued from previous slide)  Objects Versus Behaviors  Influence of Others  Efficacy

Strategic Marketing for NonProfit Organizations Chapter 4  What are the Strategy Implications we can take from the Contemplation Process research? (Page 107) Options of the marketer:  Change beliefs about alternatives  Change beliefs about competitors  Change weightings  Call attention to neglected favorable consequences  Add new favorable consequences

Strategic Marketing for NonProfit Organizations Chapter 4  How might Simplified Behavior come into play in the Contemplation Process? (Page 109) If the consumer has made the decisions before it will simplify the process.  What is meant by Low-Involvement Behavior? (Page 110) Consumers with considerable experience might have formed routines.

Strategic Marketing for NonProfit Organizations Chapter 4  How are Emotion and Mood important? (Page 111) Marketers might use music or images to evoke emotions that influence the consumer decision.

Strategic Marketing for NonProfit Organizations Chapter 4  Appendix I: Methods for Determining Decision Criteria & Weightings (Page 113) Direct Questioning Indirect Methods Perceptual Mapping Conjoint Analysis

Cases and Applications in Non- Profit Management  The Supply Side of Volunteerism

Week 4 Discussion Questions  Thread 1: Choose one question – A marketer for the Smithsonian Institution in Washington, D.C., identifies an association between attendance and family composition.Smithsonian Institution  Namely, families with up to three children are much more likely to patronize the Smithsonian than families with four or more children. List possible causations for this association. How might this marketer increase attendance by larger families? How might a gang member incorporate efficacy considerations into his decision to leave a gang?  How might a social worker use this information to develop a behavior change strategy for youths that she counsels?

Week 4 Discussion Questions  Thread 2: Choose one question – from The Supply Side of Volunteerism: What factors motivate people to volunteer?  See the Exhibit 15-1 on page 71. Do you favor any of these explanations or can you come up with better reasons? Explain. You are a member of a search committee for a nonprofit agency looking for ways to increase its supply of volunteers.  How can the search committee make use of the information in Exhibit 15-1?