Introduction Nowadays, people consider marketing as inseparable part of any business. Everyone see advertising everywhere, everyone feel impact of marketing on their behavior, on their choices and lifestyle. The definition of marketing claims that it is a way how you indicate your target audience, determining what they want, and satisfying those needs and wants. However, a minor part of society understands marketing as a part of non-business organization. These includes religious organizations, government’s departments, student association, and of course charity organizations. A charity organization is an organization that uses its profit to rise up specific social problem, rather than spending money for its own purpose as for-profit businesses do. There are people who consider that investment in marketing development is meaningless for non-profit organizations. However, it is not right point to follow. Charities can use marketing strategies as a tool that assists with growth of funding and awareness of consumers. Without these things existing of charities is nonsensical (Lorette, unknown). In significantly increasing competitive market, nonprofit organizations have to pay more attention to their entire customers, both donors and beneficials (Brinckerhoff, 1997). Marketing a philanthropic association takes the need for another sense of fulfilling the donors' needs as well as the consumer's wants. Actually, basic of not-for-profit marketing is the societal marketing concept. It helps to establish social and ethical methodologies into their marketing practices. They should balance and consider the often conflicting aspects of company profits, consumer need satisfaction, and social interest. Several companies have already reached ... ... middle of paper ... ... to market and put company in a mind of customer as something necessary and controversial. Furthermore, marketers should also take into account that their marketing views and advertising would not contradict with company’s objectives themselves. On the other hand, non-profit organizations should also consider interests of donors or simply how they should attract potential donors and investors. Fundraising can be a big problem for nonprofit organization, particularly during a recession and when unemployment is high. In fact, some non-profit organizations have to stop services to the needy populations, when she grabs a non-profit funding. Fund development grants also require a competent writer with a relatively high probability of success. Hiring the services of a grant writer can be costly and turn obstacle Development Fund in substantial speculation (Akchin, 2001).
Worth, M. (2014). Nonprofit management: Principles and Practice. 3rd Ed. Thousand Oaks, CA: SAGE Publications, Inc.
Cacija, L. N. (2013). Fundraising in the Context of Nonprofit Strategic Marketing: Toward a Conceptual Model. Management: Journal of Contemporary Management Issues, 18(1), 59-78. Retrieved from http://search.proquest.com/docview/1418199977?accountid=12085
The nonprofit sector in America is a reflection some of the foundational values that brought our nation into existence. Fundamentals, such as the idea that people can govern themselves and the belief that people should have the opportunity to make a difference by joining a like-minded group, have made America and its nonprofit sector what it is today. The American "civil society" is one that has been produced through generations of experiments with government policy, nonprofit organizations, private partnerships, and individuals who have asserted ideas and values. The future of the nonprofit sector will continue to be experimental in many ways. However, the increase of professional studies in nonprofit management and the greater expectation of its role in society is causing executives to look to more scientific methods of management.
Non-Profit organizations are a major mold in society in general, and they continue to help advance many of the social causes of our time. From the description, we know that employee and volunteer morale is quite low, and that is the fault of the senior management. In an organization, it is important that each individual knows that they are contributing to something larger than themselves. In many cases, employees seek to work somewhere where they can earn a living, but also where they can become a member of a team, and feel a sense of purpose. When they are not treated with respect or given the ability to make their own decisions, they lose engagement and become stagnant in their work. Volunteers look for much of the same thing; they are, after
served 152 people and had 6 volunteers. The Salvation Army survives greatly because of their volunteers and help from the community. The volunteers come on their lunch breaks and other spare time to help. Everyone still gets served even with the huge number difference.
Respectable salaries, a wide range of opportunities and satisfying work abound in the nonprofit sector. Nonprofit organizations play significant roles at th... ... middle of paper ... ... REFERENCES Ahmad, M M and Townsend, J G (1998). Changing fortunes in anti-poverty programmes in Bangladesh.
Nonprofit and for-profit businesses have multiple similarities and differences. For-profit organizations are very different from non-profit organizations because the driving goal of a for-profit organization is increasing its revenue whereas a non-profit organization will not go out of business if it suffers financial loss or does not have a bottom-line. The marketing process also differs, with the biggest differentiating factor of profit marketing is to encourage customers to buy and while the nonprofit marketing purpose is usually to encourage people to give. This means that the return on investment differs between the two. Although the principles of marketing remain the same, some of the methods must, of necessity, be different. Because of the intense involvement in the community as well as support from government, agencies non-profit firms should not compete in the same markets as for profit companies nor in anyway position their organization in any way to give the impression that their efforts could be commercial based (Nelson, 2002).
According to the author, Social Marketing can be defined as a process involving the design, implementation and control of social change programs aimed at increasing the acceptability of a social idea in one or more groups of target adopters as well as bringing about the desired behavioural change. Even if the idea that is being marketed is accepted, social marketing is not successful till it is able to induce an action in the individual as well. Andreasen believes that social marketing is unique because it:
Non-governmental organizations should take an active role in the social marketing campaigns and educational strategies in local communities, as this will help ease some of the burden from the government.
Social media marketing is a simple option to add to the current promotional tactics being used by an organization. It is no longer optional; social media is mandatory for nonprofit organizations (Stengel). Studies have shown that many people think social media techniques complement traditional media; even more believe that blogs and social media influence the news coverage in traditional media tactics (Wright and Hinson 2008). There are a number of professionals that believe embracing social media is the only way for public relations to continue in the digital age. For example, Robert J. Key explains, “Public relations in the digital age requires understanding how your key constituents are gathering and sharing information and then influencing them at key points; doing so requires strategies that embrace the digital age” (Wright and Hinson 2008). Larry Weber, a renowned professional in implementing global public relations campaigns, also agrees that the communications world is moving in a drastically digital direction and in order to communicate effectively, one must understand this transformation (Wright and Hinson 2008).
It discusses broadening the concept of marketing and new approach to marketing, which emphasises on social and relationship marketing. Then, the government/public sector has been introduced and it proceeds with whether traditional marketing principles can be applied to the marketing of organisations in this sector. It concentrates on issues of relevance-how marketing mix fits to it, what are the benefits and constraints. 1.1 The Marketing Concept and the Marketing Mix: Before proceeding further, it is essential to define what marketing is: Kotler (1991) defines marketing as “a social and managerial process by which individuals and groups obtain what they want and need through creating, offering, and exchanging products of value with others.
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
Societal marketing concept; this type of concept holds the idea that an organization must be able to determine the needs, wants, and desires of target markets and to deliver the desired satisfactions more efficiently and effectively than the competitors. In addition, the above must be done in a way that preserves or enhances consumer’s and society’s well being. The societal marketing concept helps the marketing concept to deal with conflicts among consumer wants, consumer interests, and long-run societal
According to this, it is obvious that the objective of marketing is to satisfy demand of customers by those ‘individual and organizational activities’ like promotion or pricing of goods, which are all just means to achieve that. Additionally, organizations could stand out from their competitors once they meet the needs of customers better than others. Thus, it can be said that the successful marketing is to provide competitive advantages for organizations by doing better in satisfying customers’ desires through products and other marketing activities.
Marketing is defined as follows: Marketing is the process of interesting potential customers and clients in your products or services. In this essay, I am going to address the concept of “social marketing” and how does social marketing differ from “societal marketing” or “socially responsible marketing” in the first part, and in the second part, I am going to provide examples of each of the three approaches to marketing and analyse how these represent a departure from traditional marketing practice.