In completing the marketing mix Ian Bruce has defined the 8 'P's -

Product
The definition of a product can be a service, idea or goods of some kind and needs to address quality;
name; packaging; guarantees; and product features.
Are you absolutely clear on how your product meets the needs of your market segment?
Unlike the private sector the moral imperative rests with the charity is to set its own standards for product
quality as the beneficiary or customer often has little or no choice.

Philosophy
This is an important component in the marketing mix for charities as every product should not only reflect the
underlying philosophy or ethos of the organisation, it should also be clear what the philosophy behind the
introduction of the particular product is as well.

Price
Within your charity you need to fully understand what price should be charged for the product in question
even if in reality you offer it to your customers on a subsidised basis or even free.
However never forget that people can be extremely cynical and that if the charity you are working for
provides its product free of charge that to some free equates to of no value ie worthless. Even if you provide
a product free of charge, it will enhance the perceived value if you can ensure that the true price is
recognised.

Promotion
Oddly, when you say marketing to some people they either automatically think of market research or
promotion. In reality, promotion consists of advertising; personal selling; referrals; sales promotion; leaflets;
public relations; networking and so on.

Place (distribution)
In other words, how you're going to get your product to your market.

People
The people you need to provide the service; the training and commitment of those people; in fact all the
relationships which need to be established at every stage of the product cycle in developing and getting it to
the end user.

Physical evidence
How do you prove that you have actually delivered your product, especially if it's only an idea? This is
especially important when selling ideas which is why many fundraisers if trying to raise funds for a new
building will often get a model made of it to provide some physical evidence of their product.

Processes
The policies, the systems, the order processing, the customer involvement - maintaining the flow of the
product to the market.
Not having the processes in place can often be used as an excuse for not going ahead and it is not
uncommon for charities to have lots of good ideas to bring in a new product only to then stall if the
processes have not been agreed.