1 / 19

PADM 7040 Nonprofit Management

PADM 7040 Nonprofit Management. Chapters 1 & 2 Overview Jerry Merwin. Chapters 1 & 2 Overview. I. DEVELOPING A CUSTOMER ORIENTATION. Chapter 1. The Growth and Development of Nonprofit Marketing. Chapter 2. Developing a Customer-Centered Mind-Set. Weeks 1 & 2 Overview (2).

victoria
Download Presentation

PADM 7040 Nonprofit Management

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. PADM 7040 Nonprofit Management Chapters 1 & 2 Overview Jerry Merwin

  2. Chapters 1 & 2 Overview • I. DEVELOPING A CUSTOMER ORIENTATION. • Chapter 1. The Growth and Development of Nonprofit Marketing. • Chapter 2. Developing a Customer-Centered Mind-Set.

  3. Weeks 1 & 2 Overview (2) • I also want to clarify a few things about our topics that might not be covered clearly in the textbooks. • First, let me explain that we generally talk about three types of organizations: • Private – or “for profit” – the typical business • Public – government organizations, including federal, state, and local (city or county) • Nonprofit – organizations created for some specific purpose, generally for the public good, and typically incorporated, with a board of directors, staff, and volunteers • “The primary purpose of nonprofits is to involve people in promoting the common good,” (Nonprofit Quarterly Newsletter, October 2003, Issue 27, copied from web August 21, 2005).

  4. Weeks 1 & 2 Overview (3) • There are many similarities among these three types of organizations and some important differences. • Nonprofits are regulated by the Internal Revenue Service (IRS). • While there are many types of nonprofits, as defined by the IRS, I believe our focus is the 501(c)(3). • The 501(c)(3) represents the number of the Internal Revenue Code (IRC) for the law covering charitable organizations. • These organizations are called charitable, or “tax exempt” in that contributors can deduct donations to these organizations from their income tax.

  5. Weeks 1 & 2 Overview (4) • Go to the IRS web site to learn more about “charitable organizations” and the requirements. • Check to see if the organization you are researching is classified as a 501(c)(3). • If not, please be sure to find out how the IRS classifies the organization. • It might still be OK to use the organization for your project, but check this early in your research and let me know.

  6. Strategic Marketing for NonProfit Organizations Chapter 1 • Our first chapter in the marketing book gives us a good introduction to both nonprofits and the role of marketing. • You can get a good idea of some of the issues facing nonprofits today. • It is possible you will learn some things you did not know before about nonprofits and their importance. • You might wonder why marketing could be seen as undesirable… • Be sure to pay attention to the ethical issues.

  7. Strategic Marketing for NonProfit Organizations Chapter 1 • The Growth and Development of Nonprofit Marketing • How can PDAs be useful to nonprofits or NGOs? • Which of the myths (on page 4) were part of your belief system before reading this book? • Why study nonprofit marketing? (page 5) • Where did the idea of nonprofit marketing originate? (page 7)

  8. Strategic Marketing for NonProfit Organizations Chapter 1 (continued) • The Growth and Development of Nonprofit Marketing • What are the four important developments carried over from the end of the 20th century? (pages 8-10) • Growth of social marketing • International dimension of nonprofit marketing • Corporate involvement in nonprofit sector • Ethics

  9. Strategic Marketing for NonProfit Organizations Chapter 1 (continued) • The Growth and Development of Nonprofit Marketing • What is the fundamental objective of this book? (page 10) • “Provides concepts, techniques, illustrations…” (Andreasen & Kotler, page 10) • What are the basic premises of the book? • “Marketing goes on everywhere in the nonprofit!” (A&K, p. 10) Any examples? • Characteristics of first-rate marketer are? (A&K, p. 10)

  10. Strategic Marketing for NonProfit Organizations Chapter 1 (continued) • The Growth and Development of Nonprofit Marketing • Explain the evolution of nonprofit organizations. (A&K, p. 11) • What are the “central contradictions” related to nonprofit (according to P. D. Hall, p. 12)? • What strikes you about the top 15 nonacademic nonprofits listed on page 13? • How important is the nonprofit sector: • In the U.S.? (p. 14) • In the world? (pp. 14-15)

  11. Strategic Marketing for NonProfit Organizations Chapter 1 (continued) • The Growth and Development of Nonprofit Marketing • What explanations do Andreasen and Kotler offer for the cross-country differences? (p. 17) • Explain cross-sector confusion. (p. 18) • How are nonprofit classified? (p. 20) • What is the national taxonomy of tax-exempt entities? (p. 21)

  12. Strategic Marketing for NonProfit Organizations Chapter 1 (continued) • The Growth and Development of Nonprofit Marketing • What is meant by “managerially relevant classification?” (Andreasen and Kotler, p. 22) • Environment? • Donative? • Scrutiny? • View of Marketing as Undesirable? • Volunteers? • Performance Judged by Nonmarketing Standards? • Nature of Exchanges? (p. 26) • See the Table 1-5 (p. 27) Cost/Benefit Matrix for the Profit/Nonprofit Sector

  13. Strategic Marketing for NonProfit Organizations Chapter 1 (continued) • The Growth and Development of Nonprofit Marketing • Explain the “uniqueness of nonprofit marketing?” (Andreasen and Kotler, p. 28) • What are the “ethical challenges in the nonprofit sector?” (Andreasen and Kotler, p. 29) • See the Exhibit 1-1 on page 30

  14. Strategic Marketing for NonProfit Organizations Chapter 1 • Some questions for consideration: • Why is the legal status of the nonprofit important in the U.S.? • How is marketing different for nonprofit organizations?

  15. Cases and Applications in Non-Profit Management • Case 34 Three Go-Arounds Toward Assessing a Nonprofit • Read the “Instructions and Questions” at the end of the case (Page 168) and consider how they might help in the class project on the Nonprofit Overview. • Look at the “Web Links” page on our class web site and go to the pages for the Drucker Foundation and learn more about the Self-Assessment Tool.

  16. Strategic Marketing for NonProfit Organizations Chapter 2 • Developing a Customer-Centered Mind-Set • What is a customer-centered or marketing mindset and why is it important? • Explain the “Boundaries of Marketing” according to Andreasen and Kotler (pp. 38-40) • Outline “Evolution of Marketing Philosophy” & relate to nonprofits. (pp. 40-43) • What are customer-centered organizations? (p. 44) • How can one detect “an organization-centered orientation?”(p. 45-49)

  17. Strategic Marketing for NonProfit Organizations Chapter 2 • Developing a Customer-Centered Mind-Set • How can we determine if nonprofit managers have a customer-centered or marketing mindset? (p. 49-55) • Why is research seen as important to the customer-centered organization? (p. 51) • Explain some of the issues in introducing a customer orientation to a nonprofit. (p. 55-56) • Can the organization go too far with a customer-centered orientation? (p. 56-57)

  18. Cases and Applications in Non-Profit Management • Case 11 Dinosaurs Are Extinct: Should the Museum Be, Too? • How did the museum get into trouble? • What are the responsibilities of the different groups involved (Board, management, members)?

  19. Some Discussion Questions • Thread 1: Choose one question - • Why is the legal status of the nonprofit important in the U.S.? • How is marketing different for nonprofit organizations? • Thread 2: Choose one question - • Why is research seen as important to the customer-centered organization? • Explain some of the issues in introducing a customer orientation to a nonprofit.

More Related