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Non-Profit Marketing

Non-Profit Marketing. Usually a charitable organizations. Can also include…. Government organizations like NJ Transit Colleges Political campaigns Social campaigns like Mothers Against Drunk Driving (MADD). What is a non-profit?. Who is the customer? Who is the competition?

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Non-Profit Marketing

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  1. Non-Profit Marketing

  2. Usually a charitable organizations. • Can also include…. • Government organizations like NJ Transit • Colleges • Political campaigns • Social campaigns like Mothers Against Drunk Driving (MADD). What is a non-profit?

  3. Who is the customer? Who is the competition? What is the product / offering? How do you measure success if there are no profits? Non-profit questions

  4. Child Fund Dreambikes Child Fund website

  5. Target market: donors concerned about world poverty. May not be very wealthy but are committed. • Value prop: 75 year old charity with a record of helping the most needy children around the world. • Even a small donation can have a tremendous impact on a child. • Donor has personal link with a child that benefits from their donation thru the sponsorship program. • Customer relationship management: regular letters & reports on sponsored child. Builds donor loyalty and repeat donations. • Price: affordable $28 per month sponsorship. • Promotion: blogs, entertainer endorsements, youtube videos What marketing strategies and programs does Child Fund use? Child Fund website

  6. Who is the customer? For charities it is often the donor (although you could look at the beneficiaries as being customers too). Who is the competition? Other charities fighting for the same donor dollars. What is the product / offering? For the donors, it is emotional satisfaction that they’ve helped someone. Charitable marketer creates value by providing this emotional satisfaction. How do you measure success if there are no profits? Donations, repeat donors (lifetime value), donor equity Non-profit questions

  7. Choose Your Charity Develop a one page Power Point presentation Project Present to classmates who will “vote” with their charity dollars.

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