Nonprofit Marketing

Content

Organization theory holds that organizations depend on the environment and survive, interact with the environment to develop, and isolate themselves will only die.

Therefore,

Marketing concept

The idea of satisfying the needs of customers is the core idea and theoretical basis of NPO marketing. It runs through all parts of NPO marketing.

Investigation and prediction

This is an important means for non-profit organizations to understand the market and understand the development trend of customer demand, and provide an important basis for non-profit organizations to formulate strategies, define business objectives, plans and marketing strategies.

environmental analysis

This paper mainly analyzes the influence of various basic factors of the market environment on the marketing of non-profit organizations, and explores the market opportunities and threats of non-profit organizations, so as to facilitate non-profit organizations to take corresponding measures and strategies so as to adapt to the changes of the environment and achieve the marketing objectives of non-profit organizations.

Market segmentation and target market selection

It mainly includes the significance of market segmentation and the basis of subdivision. On the basis of market segmentation, it chooses the methods and Strategies of target market and market positioning.

Product (Product), price (Price), distribution channel or location (Place), sales promotion (Promotion) strategy

This is the four basic marketing management tool that non-profit organizations can control. It is called 4P strategy for short.

Nonprofit organizations generally combine the above means to make comprehensive use of them and formulate marketing mix strategies to achieve the goal of organizational marketing management.

Marketing strategy

From the perspective of strategic management, this paper analyzes the internal and external environment of NPO, and formulating the marketing strategy of NPO, including the formulation of strategic plan, the establishment of market competition strategy, market development strategy, marketing organization and control, etc.

Characteristics

Advocacy of diversity

There are at least two big support groups for non-profit organizations. One is customers and two is donors.

The former involves resource attraction and resource allocation, and the latter only involves resource attraction.

Besides, nonprofit organizations still need to use marketing principles to properly handle the relationship with other support groups.

For example, young students, retirees, civil servants, employees and other social groups.

Target diversification

Nonprofit organizations tend to pursue multiple goals instead of merely pursuing profits.

In addition to seeking the interests of the organization itself and the organization, non-profit organizations should increase their income as much as possible, so as to make the organization grow and grow, but more for the interests of the target group (beneficiaries). Its ultimate goal and task is to benefit the whole society.

For non-profit organization marketers, it is very difficult to achieve all the goals. Therefore, we must be good at choosing more important goals so as to effectively allocate resources.

Service oriented

Most non-profit organizations provide services, and services are intangible, associated, flexible and timeliness.

Public supervision

Nonprofit organizations must be strictly supervised by the public, because the necessity of providing public services is to enjoy subsidies and government tax exemption, so the business activities of non-profit organizations must obey or serve the public interest. In this sense, the political pressure of non-profit organizations is much greater than the market pressure.

Moreover, public surveillance tends to be characterized by simplification and strictness.

{page_break}

Facilitating factors

Socialization enhancement

As countries realize that they have to meet the expectations of citizens and the increasing use of Public Finance (for example, reduce trade deficits), the government attaches greater importance to "socialization" as an innovative way to reduce costs and provide the effectiveness of public projects.

Socialization is the pformation of some special social projects or services through one or more mechanisms to non-governmental sectors.

Include:

1. submission of (delivery) short-term contracts or subcontracts for special services; for example, security services in the community.

2. provide long-term monopoly privileges for basic services, such as gas and electricity.

3. provide management contracts for public services, such as medical or catering services in government buildings.

4. cooperate with the government and non-profit organizations.

5. assets liquidation of public projects.

For example, labor safety.

Two.

The spirit of volunteering enables citizens to volunteer in non-profit organizations through civic dedication and obligation, so that citizens can shoulder social responsibilities from the neighborhood spirit. This spirit is increasingly reflected in the field of non-profit organizations in China.

Three, the traditional support of non-profit organizations is weakened.

The survival foundation of non-profit sector relies on three traditional supports: government subsidies or subsidies, corporate donations and individual donations.

Due to changes in political and social climate, some of these resources have weakened or disappeared in varying degrees.

In short, the enhancement of socialization has provided more and more space for non-profit organizations to carry out activities. The enhancement of volunteerism has provided more and more extensive human resources for non-profit organizations to carry out activities. The traditional support of non-profit organizations has weakened, which provides a breakthrough and opportunity for non-profit organizations to carry out activities.

{page_break}

Misunderstandings and difficulties

Marketing is a systematic procedure, which needs careful design and planning.

The purpose of marketing is to complete pactions, especially voluntary pactions.

The content of a paction may be to exchange money for goods or services, to make contributions for a specific purpose, or to volunteer time.

Because the direct profitability of NPO marketing is not obvious, and the services or articles provided are closely related to the immediate interests of the people, many NPOs believe that their existence is indispensable and marketing is unnecessary.

If the medical department believes that health does not need marketing, these organizations have not yet noticed the remarkable effect of marketing. They do not want to even reject the marketing concept, forming a misunderstanding of the marketing of non-profit organizations.

At the same time, it also increased the difficulty of marketing for non-profit organizations.

1. marketing research materials are not accurate enough to grasp.

Some lack of detailed data about the characteristics, behaviors and preferences of the public group (beneficiaries), and the public can avoid or refuse to answer some sensitive questions, which will bring some difficulties to market research. These unreliable data can not provide effective basis for marketing decisions for non-profit organizations.

2. some public welfare activities of non-profit organizations appear to be inadequate in prompting the public to change their attitudes and behaviors, and do not play the basic functions of marketing.

Such as advising consumers to smoke and injurious health.

3. inadequate performance in providing product services that are in line with the interests of consumers, and the resistance of its promotional products is quite large, so that the state needs to be enforced by law.

Such as contraception and family planning implementation.

4. the public showed indifference or even no interest in non-profit organizations and organizations.

So the marketing plan of NPO can not be formulated or even planned.

If people are indifferent to energy conservation, environmental protection, soil and water conservation and ecological balance, which are threatening human survival, they think that these distances are far from their real life.

5. the benefits of consumers are not obvious.

Products and services provided by non-profit organizations are relatively long process for consumers to bring value and satisfaction.

6., non-profit organizations sometimes do not allow market segmentation, or even require consumers to use some unified product without considering the cost level and user's economic status and purchase intention.

7. the implementation of NPO marketing has not achieved the desired effect on the target market, but has affected the relevant support groups.

8. NPO usually lacks budget.

Without competition and enterprising spirit, innovation activities can not be supported.