Marketing for Nonprofit Organizations and Self-Marketing

Functions and Economic Impact of Nonprofit Organizations

• Nonprofit organizations are defined as entities whose primary motive is something other than generating a profit for owners. They are generally organized to serve the general public.

• Examples of nonprofit organizations include hospitals, charities, universities, zoos, and churches.

• Economic Scale:

  • Nonprofits employ approximately $11$ million people.

  • The nonprofit sector represents the third-largest employment sector in the United States.

• Growth Trends:

  • Nonprofit organizations have increased employment at a higher rate than private-sector firms over the past decade.

  • According to a Johns Hopkins University study, the nonprofit sector grew at an average annual rate of $2.1\%$ between the years $2000$ and $2010$.

  • During that same period ($2000$ to $2010$), for-profit jobs declined by an average of $0.6\%$ per year.

Professional Profile: Leanna Fino, Retail Sales Representative

• Current Role and Responsibilities:

  • Leanna Fino serves as a retail sales representative for The Hershey Company.

  • While the role is often perceived as simply merchandising products and building displays, it involves tracking product delivery, analyzing everyday sales data, and monitoring seasonal sales data.

  • The position requires collaboration with managers and store leads to increase and maximize overall store sales.

• Career Path and Job Search Strategy:

  • Fino secured her position by applying through LinkedIn.

  • Key advice for applicants using sites like LinkedIn, Indeed, and Zip Recruiter includes maintaining a complete profile with an updated, professional headshot.

  • A professional photo paired with an impressive resume serves as a differentiator to increase the chances of securing an interview.

• Keys to Professional Success:

  • Organization is cited as the most important factor for success in this role.

  • Essential tools include planners, calendars, and digital reminders to manage meetings and appointments.

  • Effective performance requires planning ahead, writing everything down, and spending a few minutes each day to construct a detailed schedule.

  • Soft skills, such as a positive attitude and a bubbly personality, are noted to make the job significantly easier.

• Personal Brand and Philosophy:

  • Fino identifies her personal brand with the acronym SLDM, which stands for "say less, do more."

  • This philosophy involved disconnecting from social media to focus on being more productive and private while pursuing positive goals that generate happiness and income.

• Advice for Students and Graduates:

  • Applying for internships is described as the most important step to make job hunting easier.

  • Gaps in work history or a lack of work experience can lead recruiters to choose other candidates.

Marketing Strategies in the Nonprofit Sector

• Marketing efforts are as essential to the success of nonprofit organizations as they are to for-profit firms.

• The economic turmoil of previous recessions increased the competition nonprofits face for support, membership, and donations.

• Marketing helps these organizations attract the funds and membership levels required to operate.

• Case Study: St. Jude Children's Research Hospital:

  • Located in Memphis, Tennessee.

  • Marketing efforts focus on raising funds for pediatric cancer research and treatment.

  • Partners with over $70$ corporate supporters, including major brands like Chili's and Best Buy.

  • Kay Jewelers supports the "St. Jude Thanks and Giving" holiday campaign by selling exclusive products that benefit the hospital.

  • Kay Jewelers also supports the "My St. Jude Family" campaign via in-store product sales during the month leading up to Mother's Day.

  • Operational Impact: These marketing efforts help fund operating costs exceeding $2,000,000$ per day.

  • Organizational Mission: Families at St. Jude never receive a bill for treatment, travel, housing, or food.

The Principles of Marketing Yourself

• Marketing principles are critical for all students, regardless of whether they major in marketing or another subject like consumer behavior, professional selling, marketing research, or advertising.

• The primary goal of marketing oneself is to position oneself effectively relative to other candidates competing for the same positions.

• Strategic Application:

  • Students should view marketing concepts not as random information for an exam, but as tools to communicate value on a resume.

  • Effective personal marketing is what differentiates a candidate from hundreds of others to secure an interview.

• Evolution of the Job Market:

  • The era of mass marketing has ended.

  • Simply having a name and a college degree on a resume no longer guarantees a job for life or an interview.

• Future Career Contexts:

  • For-profit careers: Success involves marketing goods and services while navigating competitors, global economic uncertainty, and new advertising media.

  • Nonprofit careers: Success involves marketing the organization to prospective donors while competing for a shrinking pool of funding dollars.

• Ultimate Objective: Effective self-marketing is required to reach professional goals and provide a compelling answer to the crucial interview question: "Why should I hire you?"