StudentShare solutions
Triangle menu

Marketing for Nonprofit Organizations - Essay Example

Not dowloaded yet

Extract of sample
Marketing for Nonprofit Organizations

Within the context of FPO's marketing strategies and communication programmes target specified market segments in order to incite product/service purchase decisions. The implication here is that resources are obtained though product sales/services. This is not the case with NPOs where resources are generated through donations which are not necessarily contingent upon the delivery of a good/service. Marketing for the purpose of resource attraction, therefore, assumes a status of singular importance insofar as the success of the selected strategies and marketing mix is akin to the passage of a life or death sentence upon an organisation. If it is able to attract resources, it will survive, live, if it is unsuccessful, it will die.
The above noted difference regarding resource attraction within the context of NPOs versus FPOs, extends to variances in the way in which each organisational type engages in resource allocation practices. ...
, the UK's leading NPO, allocates resources to marketing and organisational expansion, primarily the establishment of offices in other countries but its primary resource allocation activity involves the distribution of attracted resources among the humanitarian projects and causes in which it is involved. More often than not, resource allocation decisions are predicated on cause priority, with emergencies, such as natural disaster, awarded primary consideration.
In FPO's, resource allocation does not comprise part of the resource attraction campaign except in instances where an organisation's philanthropic activities are utilised to further the corporation's image of social responsibility. Resource allocation, however, is an integral component of the resource attraction marketing campaign insofar as the cause(s) to which the resources will be allocated function as the motivator, the attractor of the said resources. It is, thus, that while resource allocation hardly ever figures into an FPO's resource attraction marketing campaign, it is often a fundamental component of NPO resource attraction campaigns and, possibly, their focal point.
Although resource allocation often functions as a major component of NPO resource attraction marketing campaigns, there is a discernible trend towards differentiation. Taking Oxfam as an example, one may note that even though it has several effective marketing campaigns targeting hunger and famine in variant parts of the world, it also has campaigns which focus on the organisation itself. This latter type of marketing campaigns focuses, not only on the continued familiarisation of the market with Oxfam through the provision of information on the organisation's history, activities and contributions to the resolution of humanitarian ...Show more


The attraction of resources, of charitable donations for humanitarian purposes, is an increasingly difficult undertaking due to NPO competition over limited resources. The implication here is that for an individual NPO to attract resources, it is incumbent upon it to pursue marketing strategies as would direct public and private resources towards it, as opposed to its competitor NPOs…
Author : borerjace
Marketing for Nonprofit Organizations essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing for Nonprofit Organizations"
with a personal 20% discount.
Grab the best paper

Related Essays

Marketing Research of Royal National Lifeboat Association (RNLI)
In today’s competitive world every organisation weather profit making or non profit, making or non-profit making is facing stiff competition. Globalisation has made the competition steeper. Every company must have a proper market plan to survive in this competitive market.
14 pages (3500 words) Essay
Financial Management in Nonprofit Organizations
The researcher discussed various issues related to the financial systems of both types of organizations. The issues that the researcher discussed included sources of funds, use of debt, and organizational objectives. The researcher made use of online resources and journal articles to find support from literature.
7 pages (1750 words) Essay
Financial Management in Nonprofit Organizations
Nonprofit organizations have several ways of raising funds and they utilize debt as a secondary resource when compared to profit organizations that leverage through the usage of debt and most of them now consider it the primary source of raising funds. Accounting treatment for both the types differ and there is a certain degree of restriction is the usage of assets by the nonprofits.
8 pages (2000 words) Essay
Financial Management in Nonprofit Organizations
For example donations to the nonprofit organizations are tax deductible. Apart from that, the organizations are exempted from paying any taxes. This kind of tax exemptions are at heart of the strength for a nonprofit organization. In fact the source of the strength of the nonprofit organizations comes from such tax exemptions.
6 pages (1500 words) Essay
Social Media Impact on the Nonprofit Organizations
It has been therefore used by marketers throughout the world for product activations, publicizing and to reach out to their targeted audience. The bigness of this industry can be shown by having a look at the statistics. According to estimates, social network constitute a total of 230 million members amassing total revenue of $965 million worth of revenue.
9 pages (2250 words) Essay
The theoretical framework of social marketing
Social marketing applies marketing as well as other concepts and techniques such as advertising, consumer research and promotions etc. In fact research is vital as social marketing has a bottom up approach where it listens to the needs of the target audience and builds around those needs which emphasizes the fact that social marketing revolves around and focuses on consumers.
7 pages (1750 words) Essay
Financial Management in Nonprofit Organizations
In order to provide both a general and specific perspective, examples of different profit-for and nonprofit organizations have been given and specific examples of financial management techniques used by Save the Children US have been given. The analysis has
10 pages (2500 words) Essay
Nonprofit organizations
on, Salamon (1992) reveals that any profit or gain made by the organization is used back by the organization in achieving its organizational objectives and or purposes rather than distribute it to any of their members. This paper discusses the characteristics of non-profit
2 pages (500 words) Essay
Touched by nonprofit organizations
The benefits of many non-profit organizations include service to the community via low-cost centers as well as bringing awareness to certain issues of significance and attract a host of other people sharing a similar course (Shaffer, Deller and Marcouiller,
2 pages (500 words) Essay
Marketing Plan: Phase 1
More importantly, the organization aims at helping these individuals learn about the skills that they possess and how they can exploit those skills in a positive manner (YMCA, 2013). The
2 pages (500 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation