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Marketing Not-For-Profit Organizations

Marketing Not-For-Profit Organizations. Not-For-Profit Organizations. Mission-Driven “Profit” = Revenues in Excess of Costs Strictly regulated by government Often managed by a Board of Trustees Typically have a staff person who runs the day-to-day

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Marketing Not-For-Profit Organizations

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  1. Marketing Not-For-ProfitOrganizations

  2. Not-For-Profit Organizations • Mission-Driven • “Profit” = Revenues in Excess of Costs • Strictly regulated by government • Often managed by a Board of Trustees • Typically have a staff person who runs the day-to-day • EVP, President, Exec Director, Administrator

  3. Purpose I • Social • Fill a need in the community • Hospitals: Methodist, Memorial Hermann • Education: Rice, Columbia, LCU • Health: United Cerebral Palsy, American Cancer Society • Community Service: Red Cross, Rotary • Arts: Alley Theater, Children’s Museum • Professional Associations: AMA2, ABA, ASCE, NAHB, DMA

  4. Purpose II • Political • Represent the goals of special interest groups • Think Tanks: Rand, Bell • Special Interest Groups: AARP, NRA, MADD • Professional Associations: AMA2, ABA, ASCE, NAHB, DMA • Political Parties: GOP, DEM, Green, Lib • PACs: Political Action Committees

  5. Purpose III • Business • Professional Associations: AMA2, ABA, ASCE, NAHB, DMA • Industry Associations: National Cattlemen's Beef Association and the Beef Board; Got Milk Folks; • Primary functions are promotion of industry’s products, membership education, & politics • Chambers of Commerce: economic development

  6. Revenue Sources • Fees for service • Membership • Donations • Grants • Government • Private: United Way, SBC gave $50K to LSO • Fund Raising Events

  7. Given Sources of Revenues,Who Are Customers? • Often think in terms of stakeholders • Constituents • Donors • Society • Government • Members • Note that different stakeholders have different needs

  8. Marketing Tools • Direct Mail • Public Service Announcements (PSA) • Publicity • Promotional Events: Fun Runs, Great American Smoke-Out • Development: Grant Applications; Personal Selling

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