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Not-for-ProfitMarketing

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Nonprofit Organization (NPO)

• Organization whose primary objective is something other than returning a profit to its owners.

Not-for-Profit Marketing

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Characteristics of a Nonprofit Organization (NPO)• Product offered is often intangible• Multiple publics• Customer has less influence• The resource contributor interferes with

the marketing program• Lack of bottom line• Lack of single clear organizational

structure• Sometimes inefficient

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Types of Nonprofit Marketing (1 of 2)

• Person Marketing• Efforts designed to cultivate the attention,

interest, and preference of a target market toward a person.

• Social Marketing• The analysis, planning, execution, and

evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of society.

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Types of Nonprofit Marketing (2 of 2)

• Organization Marketing• Attempts to influence others to

accept the goals of, receive the services of, or contribute in some way to an organization.

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Developing a Marketing Strategy

• Marketing Research• Product Strategy• Pricing Strategy• Distribution Strategy• Market Communications Strategy

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Thank you