Strategic Marketing for Nonprofit Organizations

1. Department of Marketing Patuakhali Science and Technology University Strategic Marketing for Nonprofit Organizations Afjal Hossain Assistant Professor

2. Department of Marketing Patuakhali Science and Technology University Chapter 18 Managing Communications: Advertising and Personal Persuasion

3. Department of Marketing Patuakhali Science and Technology University Message Carrying Tools • Paid advertising • Unpaid advertising • Joint advertising • Promotions • Publicity • Personal persuasion

4. Department of Marketing Patuakhali Science and Technology University Excessive Reliance on Advertising • Advertising and promotions are not relied upon as the only way • The objectives for advertising and promotion are within the nonprofits reach • There is a careful consideration of the ethical implications of advertising

5. Department of Marketing Patuakhali Science and Technology University Advertising • Advertising consists of non-personal forms of communication conducted through paid media under clear sponsorship. It involves: • Magazines and/ or newspapers • Radio and/ or television • Outdoor media • Novelties • Cards • Catalogues • Directories and/ or references etc

6. Department of Marketing Patuakhali Science and Technology University Advertising : Nonprofit Organization • Political advertising • Social cause advertising • Charitable advertising • Government advertising • Private nonprofit advertising • Association advertising

7. Department of Marketing Patuakhali Science and Technology University Development of an Advertising Program • Setting advertising objectives • Advertising budget determination • Message decision • Media selection • Advertising evaluation

8. Department of Marketing Patuakhali Science and Technology University Development of an Advertising Program: Setting advertising objectives • Defining the target market • Target response • Target reach and frequency

9. Department of Marketing Patuakhali Science and Technology University Development of an Advertising Program: Advertising Budget Determination • Affordable approach • Percentage of sales approach • Competitive parity approach • Objective and task approach

10. Department of Marketing Patuakhali Science and Technology University Development of an Advertising Program: Media Selection • Choosing among major media categories • Choosing among specific media vehicles • Timing • Choosing among major media categories • Target audience media habits • Product, service or behavior • Message • Cost

11. Department of Marketing Patuakhali Science and Technology University Development of an Advertising Program: Media Selection • Direct Mail: Advantages • Very focused • Private and confidential • Not forbidden to government agencies • Cost per contact and cost per response • Results are quite clearly measurable • Proposed strategies are very feasible • Behavior

12. Department of Marketing Patuakhali Science and Technology University Development of an Advertising Program: Media Selection • Internet: Advantages • Track performance minute by minute • Message can be changed • Tailored to “segments of one” • Messages can be inexpensively rotated

13. Department of Marketing Patuakhali Science and Technology University Development of an Advertising Program: Media Selection • Selecting specific media vehicles: • Credibility • Prestige • Availability of geography • Occupational editions • Reproduction quality • Editorial climate • Lead time • Psychological effect

14. Department of Marketing Patuakhali Science and Technology University Development of an Advertising Program: Media Selection • Deciding on media timing: • Macro problem • Micro problem • 3 possible patterns • Burst advertising • Continuous advertising • Intermittent advertising

15. Department of Marketing Patuakhali Science and Technology University Development of an Advertising Program: Media Selection • Factors considering on media timing: • Audience turnover • Behavior frequency • Forgetting rate

16. Department of Marketing Patuakhali Science and Technology University Development of an Advertising Program: Advertising Evaluation • Components of advertising evaluation: • Copy testing • Media testing • Expenditure-level testing

17. Department of Marketing Patuakhali Science and Technology University Development of an Advertising Program: Advertising Evaluation • Methods of ad pretesting: • Comprehension testing • Formal questionnaires • Portfolio recall test • Psychological test • Focus-group interviews

18. Department of Marketing Patuakhali Science and Technology University Development of an Advertising Program: Advertising Evaluation • Methods of ad post testing: • Recall tests • Recognition tests • Noted • Seen/ associated • Read most • Direct response

19. Department of Marketing Patuakhali Science and Technology University Personal Marketing • Attempts by an organizational staff member or volunteer to use personal influence to affect target audience member behavior. • 3 distinctive qualities: • Personal contact • Cultivation • Response

20. Department of Marketing Patuakhali Science and Technology University Personal Marketing: Establishing personal influence objectives • Prospecting • Communicating • Persuading • Servicing • Information gathering

21. Department of Marketing Patuakhali Science and Technology University Personal Marketing: Establishing personal influence objectives • Selecting personal communicators: • A high level energy • Abounding self confidence • A chronic hunger for rewards • A well-established habit of industry • A state of mind that regards each objection, resistance and obstacle as a challenge

22. Department of Marketing Patuakhali Science and Technology University Personal Marketing: Establishing personal influence objectives • Training personal representatives: • Books • Cassettes • Other materials

23. Department of Marketing Patuakhali Science and Technology University Personal Marketing: Establishing personal influence objectives • Training personal representatives: Order tasks assumptions • Target audience members are aware of their own needs • They cannot be influenced or would resent any attempt at influence • They prefer personal communicators who are courteous and self-effacing

24. Department of Marketing Patuakhali Science and Technology University Relationship Marketing • Building long-term relationships where the target audience member is encouraged to continue his/ her involvement with the marketer. It is- • Easier • Most cost-effective

25. Department of Marketing Patuakhali Science and Technology University Internal Marketing: Approaches • The marketing manager or a marketing staffer should be part of the training program of every potential personal staff communicator • Numerous examples should be collected of what makes for good and bad personal interaction • There should be regular auditing of these key staff members’ performance on these dimensions • In-house media and organization-wide meetings should be used routinely to publicize exceptional public-friendly acts

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