StudentShare solutions
Triangle menu

Marketing for non-profit organisations - Essay Example

Nobody downloaded yet

Extract of sample
Marketing for non-profit organisations

Both profit and non profit organisations are intimately concerned with both resource attraction and resource allocation but the manner in which either organisation type defines these activities/processes differs. 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. FPOs engage in resource allocation management practices for the explicit purpose of organisational expansion and the maximisation of profits, while NPOs do so for the purpose of ensuring effective response to the humanitarian cause they are targeting. For example, GE, the leader in practically all the industries it is involved in, allocates resources to all of research and development, marketing and expansion for the purpose of maximising profits. In direct comparison, Oxfam, 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 ...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…
Author : xgrady
Marketing for non-profit organisations essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing for non-profit organisations"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Marketing professional
Their services and products are characterised by responsiveness, advocacy, flexibility, innovativeness, community building and expressiveness. The not-for-profit organisation employs over one million workers in Australia with the revenue expected to reach $105 billion by the end of 2012 (Shulman, 2012).
6 pages (1500 words) Essay
Theory of Constraints and the Public and Non-profit Organizations
The theory of constraints emphasizes that every profit making organisation would have a least one constraint that prevents the organisational system to achieve the higher performance as according to the goal of the organisation. The constraints can be internal resource constraints, market constraints or policy constraints and all these constraints will have to be identified to understand what constraints have been hindering the successful management of the company.
4 pages (1000 words) Essay
Social Marketing
Social marketing can be used to modify behavior such as the antismoking campaigns that have been launched on behalf of various health organizations. The National Cancer Institute, a government agency, publishes numerous fact sheets on the methods and benefits of smoking cessation (Fact sheets: Tobacco/Smoking cessation). This information is designed to de-market a product by modifying behavior with the goal of decreasing consumption.
3 pages (750 words) Essay
Not for Profit Organisations
Their performance measures run in terms of output which could be any material or immaterial output. Facing problems of rising costs, competition, publicity, and finding other means of financing is a growing challenge for NFPs today. Such goals require they follow a particular legal scrutiny within their organizational structure and strong leadership that utilizes its resources to achieve that goal.
8 pages (2000 words) Essay
Marketing plan for non profit organization
Institutions within the nonprofit or independent sector are generally known as non governmental organizations (NGOs) or non profit organizations (NPOs). In general, such organization refers that it is not meant for any kind of profit and does not include any organizations in the corporate sector.
11 pages (2750 words) Essay
Marketing to Organisations
As airlines declare bankruptcy, Jet Blue thrives and as private labels grabbed share from consumer packaged goods companies, Procter & Gamble delivers strong revenue and profit growth. What separates these leading companies from their less profitable peers It is believed that marketing excellence makes the difference.
13 pages (3250 words) Essay
Marketing professional
The not-for-profit organisation employs over one million workers in Australia with the revenue expected to reach $105 billion by the end of 2012 (Shulman, 2012). The revenue base of the
6 pages (1500 words) Essay
Challenges faced by non profit organisations in developing performance measurement systems
Organisations use PMS to evaluate organisational processes, and to help them understand if the output is in line with accepted metrics. Implementing PMS in for profit organisations is relatively simple, since the organisation objectives are to make
8 pages (2000 words) Essay
Lewis (1998: 435) defines not-for-profit marketing by stating that [it] is part of non-business marketingwhich relates to marketing activities conducted by individuals and organisations to achieve some goal other than ordinary business goa
Another environment that influences a marketing decision is the micro environment that the organization faces. The macro environment that affects the marketing
7 pages (1750 words) Essay
Healthcare marketing for a Profit and Non-profit Business
Profit and non-profit health care business has numerous similarities and differences. The marketing process also differs significantly because the main aim of profit marketing is to encourage the target market to buy the products or services being offered. However, non-profit health care marketing aims at encouraging people to donate.
1 pages (250 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us