Nonprofit Marketing Lecture 1

Overall introduction

Is nonprofit marketing a specialized form of marketing or is it THE form of marketing?

people argue that it should be THE form of marketing, as it is more complex than commercial marketing (managing stakeholders, donations, grants instead of focusing just on sales)

Compare commercial marketing and nonprofit marketing in regards to the audience benefits!

	Commercial Marketing	Social/Nonprofit Marketing
Audience Benefits	obvious + immediate (for convenience)	not obvious + far in the future

Compare commercial marketing and nonprofit marketing in regards to the primary target!

	Commercial Marketing	Social/Nonprofit Marketing
Primary target	customers seeking utility	people with problem behaviors

Compare commercial marketing and nonprofit marketing in regards to the behavioral involvement!

	Commercial Marketing	Social/Nonprofit Marketing
Behavioral Involvement	low involvement	high involvement (audience indifferent/opposed)

Name 2 ways as to how you can influence behaviors!

• Stopping behaviors: high involvement, opposed audience (shocking videos to make people stop smoking)

• Starting behaviors: more hopeful, no immediate personal benefit (blood donation)

How has marketing research evolved in the nonprofit sector?

shift from basic marketing activities to more specialized topics (CSR, social media, social entrepreneurship)

marketing perspectives from business, public administration, communications, social work

What is the marketing mix about in non-profit marketing? Explain product!

1)      Product:

o   Services like healthcare or education (service quality!)

o   Social Programs (influencing the individual’s behavior), e.g. speed limit, nature conservation campaigns

What is the marketing mix about in non-profit marketing? Explain place!

2)      Place: direct vs. indirect

o   direct channels: nonprofit offices, websites

o   indirect channels: collaborating with schools, governments + corporate businesses

What is the marketing mix about in non-profit marketing? Explain promotion!

3)      Promotion: multi-channel strategies (PR, direct marketing, social media) for customers, donors, volunteers, policy makers

What is the marketing mix about in non-profit marketing? Explain price!

4)      Price:

o   monetary: for bought items that are being used (fees, donations)

o   non-monetary: for free products or while volunteering (time, geographical distance, emotional price)

What should marketing efforts focus on?

SIP (Social Impact Pathway) Framework: inputs should lead to intended outcomes, impact: both positive + negative intended and unintended effects

marketing should deliver transparent, net-positive changes (CSR) instead of greenwashing

NET-POSITIVE: prioritizing long-term ecological preservation over short-term financial sales