Strategic Marketing for Nonprofit Organizations

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

Department of Marketing Patuakhali Science and Technology University Chapter Eight Attracting Human Resources: Staff, Volunteers and Boards

Department of Marketing Patuakhali Science and Technology University Job Specifications of a Volunteer • Direct service • Fundraising • Giving advice, information or counseling • Organizing an event • Visiting people, companionship • Administrative or clerical work • Board member or trustee • advocacy

Department of Marketing Patuakhali Science and Technology University Job Areas of a Volunteer • Religious organizations • Youth development • Education • Human service • Health • Work-related organizations • Environment • Art, culture and humanities • Public and social benefits • Political organizations • Private and community foundations • International organizations

Department of Marketing Patuakhali Science and Technology University Cross-national comparisons Private Voluntary Organizations (PVOs) are to be preferred because: • Have lower overhead costs • Are less bureaucratic • Are less subject to political influence • Are more sensitive to grass-roots needs and wants • Are better able to mobilize the poor while at the same time providing services when the public sector fails Salomon and Sokolowski group the activities into 2 broad categories in which nonprofits participate: • Service role • Experience role

Department of Marketing Patuakhali Science and Technology University Trends There have also been changes in the kinds of nonprofit organizations in which individuals volunteered are: • Increasing • Art and culture • Environment • Human service • International • Work-related • Youth development • Decreasing - Religion

Department of Marketing Patuakhali Science and Technology University Trends Goss attributes 4 features which troubles the nonprofit marketers: • Decreased club participation • Fewer children at home (prompting PTA membership) • More reliance on television for entertainment • More full time work for all adults

Department of Marketing Patuakhali Science and Technology University Recruiting Volunteers Determine the target market segments he or she is going to pursue

Department of Marketing Patuakhali Science and Technology University From Contemplation to Action Four factors to impact on their decisions to move forward: • The benefits and costs perceived • Exchange will have to make • Weighting on the decision will be influence of others • Individual sense of self-efficacy

Department of Marketing Patuakhali Science and Technology University Benefits There are many benefits that have been found to cross the minds of individuals considering volunteering: • To feel needed • To make a difference • To get to know a new neighborhood etc

Department of Marketing Patuakhali Science and Technology University Costs Higher participation rates were associated with higher costs as perceived by the participant Others: • Religion • Teenage groups can be influenced in volunteering

Department of Marketing Patuakhali Science and Technology University Self-efficacy Significant increasing in volunteering among this population could be achieved by: • Showing them how to fit it into busy schedules • Describing activities for all age groups • Providing transportation or car-pooling • Being clear on the steps involved • Showing that the organization will be flexible in case the volunteers future circumstances change • All volunteers will be carefully trained

Department of Marketing Patuakhali Science and Technology University Importance of Web • It provides access to sites • It allows individuals to go to a potential organizations own website and learn something about its and its volunteering opportunities • To match organizations with individual interests

Department of Marketing Patuakhali Science and Technology University Preparation/ Action Besides removing all of the barriers to possible action, organizations should design opportunities for potential volunteers to experiment with a new behavior

Department of Marketing Patuakhali Science and Technology University Maintenance-Retaining Volunteers To approach target audiences in the maintenance stage: • A starting point is with some kind of formative research • To conduct formal surveys of volunteers • To ascertain what it is that made them quit • Conduct periodic assessment of present volunteers’ satisfaction and dissatisfaction

Department of Marketing Patuakhali Science and Technology University Maintenance-Retaining Volunteers Sources of dissatisfaction: • Unreal expectations when volunteering • Lack of appreciative feedback from clients and co-workers • Lack of appropriate training and supervision • Feelings of second-class status vis-à-vis full time staff • Excessive demands on time • Lack of sense of personal accomplishment

Department of Marketing Patuakhali Science and Technology University Maintenance-Retaining Volunteers Benefits given by the organization to the volunteers: • Values their contribution • Appreciates any extra effort from them • Cares about their well-being • Cares about their opinions • Tries to make their jobs as interesting as possible

Department of Marketing Patuakhali Science and Technology University Problems for Mixing up Volunteer with Full-time Staff On the side of Volunteer: • They are donating service to the nonprofit and are not paid by the organization • They don’t really work for the organization • They should have a great deal to say about the content and timetable for their assignments • They deserve continual appreciation for their generosity and commitment

Department of Marketing Patuakhali Science and Technology University Problems for Mixing up Volunteer with Full-time Staff On the side of Organization: • Volunteers are dilettantes • Volunteers never really pay attention to their training and instruction • Volunteers often come from occupations • Volunteers are often well-to-do members of the leisure classes who: • Consider themselves better than professional staffs • Are unwilling to perform grubby tasks like licking envelopes or cleaning bedpans.

Department of Marketing Patuakhali Science and Technology University Managing Volunteers Ken Nations suggest the following standards and managerial practices to maintain the volunteers like a professional one: • Assessing the volunteers’ skills, matching these skills to the tasks to be performed in the organization • Setting our job responsibilities clearly and in detail in advance • Setting specific performance goals and benchmarks • Clearly informing the volunteers of these goals and of the fact that they are expected to achieve them • Informing the volunteers that if they do not achieve their satisfactory level then they will be shifted to elsewhere • Following through on the standards of accountability, knocking heads and dismissing volunteers until the word gets around that management is serious in its commitments

Department of Marketing Patuakhali Science and Technology University Boards of Directors and The Marketing Function The influence of Boards of Marketing: • The board will keep a close eye on the tactics used by the marketing department whether they meet the board concept of ethical behavior • Boards serve direct decision making • To provide specific expertise • To help out in fundraising • Provide a very important function as a link to the environment

Department of Marketing Patuakhali Science and Technology University Boards of Directors and The Marketing Function Recruiting Board Members: Four kinds of incentives for participation in nonprofit boards- • Material incentives • Social incentives • Development incentives • Ideological incentives

Department of Marketing Patuakhali Science and Technology University Boards of Directors and The Marketing Function Reasons of joining as board members: • Wanting to help the community • Believing in the agency’s mission • Wanting to accomplish something • Being obligated by their employer • Wanting personal development • Repaying the agencies

Thank You Make Presentation much more fun

Strategic Marketing for Nonprofit Organizations