Non-profit Marketing Functions

Functions Examples

Attracting funding

Attracting volunteers

Submitting grant proposals to government agencies and foundations, conducting annual campaigns and organizing planned giving, seeking corporate donations, holding special events, etc. Understanding where to reach potential volunteers, what message will appeal to them, how to deliver appeal, etc.

Contd.
Functions Examples

Building relationships

Developing and maintaining relationships with board members, corporations, volunteers, clients, donors, funding agencies, government, media, public, etc.

Communicating

Advertising, conducting public relations, reaching clients, maintaining government relations, carrying out advocacy and education

Current Issues in Non-profit Marketing

1) Branding 2) Social Marketing 3) Use of the Internet

BRANDING
Non-profit managers think of a non-profits brand as its image or reputation: the way the organization is perceived by the public. A strong, favourable brand provides advantages for the non-profit.

SOCIAL MARKETING
Many non-profits desire to improve public health or social conditions. In doing so, they must find ways to increase public awareness of an issue and help a society or a subgroup of society change to a more healthful set of behaviours.

USE OF THE INTERNET

Websites are used to communicate with external groups. A professionally designed website reflects the professionalism of the non-profit. Nonprofits use their websites to communicate a consistent message of the organizations purpose, mission, and cause. Nonprofits raise funds online. They recruit volunteers online. E-newsletters and e-mails are sent to supporters. Online surveys obtain marketing information. Educational materials are distributed online. Products are sold online. (search examples of such organization)

NON-PROFIT MARKETS: DONORS AND CLIENTS

Donors
Non-profit Market
Contributors of Resources (Money, Labor, Materials)

Clients
Recipients of Money/Services

Non Profit Marketing Strategies

Identify Target Market

Once identified, the marketing team should research the demographics of the non profit's target volunteer and donor markets, and identify general characteristics, such as median age, income, education level, leisure activities and marital status.

Identify Communication Methods

Most marketing strategies employ a combination of communication methods and platforms, including direct mail, email, social networking, fundraising events and traditional advertising. The plan should outline which methods to use and to what extent.

Online Donations
Potential donors can click the button, fill out a donation form with their credit card information and the amount that they wish to donate. Once the transaction completes, the system can generate a charitable donation tax receipt for the donor

Let People Know How Their Donations Help

Members can publish testimonials, photos,

videos and other evidence of how donors efforts truly make a difference. For example, those raising funds for vaccines for impoverished regions can show photos of healthcare workers administering life-saving vaccines to children on their site.