foundations of Chapter M A R K E T I N G Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Not-for-Profit Marketing 21

Chapter Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Objectives 1.Outline the primary characteristics of nonprofit organizations that distinguish them from profit- seeking organizations. 2.Show that marketing applies to nonprofit organizations in the same way it does to businesses. 3.Identify the main categories of marketing in nonprofit settings. 4.Apply the marketing mix to nonprofit settings. 21 Not-for-Profit Marketing 20-1

Chapter Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Nonprofit Organization (NPO) Organization whose primary objective is something other than returning a profit to its owners. 21 Not-for-Profit Marketing 20-2

Chapter Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Characteristics of a Nonprofit Organization (NPO) Product offered is often intangible Multiple publics Customer has less influence The resource contributor interferes with the marketing program Lack of bottom line Lack of single clear organizational structure Sometimes inefficient 21 Not-for-Profit Marketing 20-3

Chapter Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Bottom Line The overall profitability measure of performance. 21 Not-for-Profit Marketing 20-4

Chapter Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Types of Nonprofit Marketing (1 of 2) Person Marketing –Efforts designed to cultivate the attention, interest, and preference of a target market toward a person. Social Marketing –The analysis, planning, execution, and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of society. 21 Not-for-Profit Marketing 20-5a

Chapter Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Types of Nonprofit Marketing (2 of 2) Organization Marketing –Attempts to influence others to accept the goals of, receive the services of, or contribute in some way to an organization. 21 Not-for-Profit Marketing 20-5b

Chapter Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Developing a Marketing Strategy Marketing Research Product Strategy Pricing Strategy Distribution Strategy Market Communications Strategy 21 Not-for-Profit Marketing 20-6

foundations of Chapter M A R K E T I N G Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Thank you