Strategic Marketing for Nonprofit Organizations

Strategic Marketing for Nonprofit Organizations

Department of MarketingPatuakhali Science andTechnology University

Afjal HossainAssistant Professor

Managing Communications: Advertising and Personal Persuasion


Chapter 18


Message Carrying Tools

1. Paid advertising2. Unpaid advertising3. Joint advertising4. Promotions5. Publicity6. Personal persuasion


Excessive Reliance on Advertising

1. Advertising and promotions are not relied upon as the only way

2. The objectives for advertising and promotion are within the nonprofits reach

3. There is a careful consideration of the ethical implications of advertising


Advertising

Advertising consists of non-personal forms of communication conducted through paid media under clear sponsorship. It involves:1. Magazines and/ or newspapers2. Radio and/ or television3. Outdoor media4. Novelties5. Cards6. Catalogues7. Directories and/ or references etc


Advertising : Nonprofit Organization

1. Political advertising2. Social cause advertising3. Charitable advertising4. Government advertising5. Private nonprofit advertising6. Association advertising


Development of an Advertising Program

1. Setting advertising objectives2. Advertising budget determination3. Message decision4. Media selection5. Advertising evaluation


Development of an Advertising Program: Setting advertising objectives

1. Defining the target market2. Target response3. Target reach and frequency


Development of an Advertising Program: Advertising Budget Determination

1. Affordable approach2. Percentage of sales approach3. Competitive parity approach4. Objective and task approach


Development of an Advertising Program: Media Selection

1. Choosing among major media categories2. Choosing among specific media vehicles3. Timing

Choosing among major media categories4. Target audience media habits5. Product, service or behavior6. Message 7. Cost



Direct Mail: Advantages1. Very focused2. Private and confidential3. Not forbidden to government agencies4. Cost per contact and cost per response5. Results are quite clearly measurable6. Proposed strategies are very feasible7. Behavior



Internet: Advantages1. Track performance minute by minute2. Message can be changed3. Tailored to “segments of one”4. Messages can be inexpensively rotated



Selecting specific media vehicles:1. Credibility2. Prestige3. Availability of geography4. Occupational editions5. Reproduction quality6. Editorial climate7. Lead time8. Psychological effect



Deciding on media timing:1. Macro problem2. Micro problem

3 possible patterns• Burst advertising• Continuous advertising• Intermittent advertising



Factors considering on media timing:1. Audience turnover2. Behavior frequency3. Forgetting rate


Development of an Advertising Program: Advertising Evaluation

Components of advertising evaluation:1. Copy testing2. Media testing3. Expenditure-level testing



Methods of ad pretesting:1. Comprehension testing2. Formal questionnaires3. Portfolio recall test4. Psychological test5. Focus-group interviews



Methods of ad post testing:1. Recall tests2. Recognition tests

• Noted• Seen/ associated• Read most

3. Direct response


Personal Marketing

Attempts by an organizational staff member or volunteer to use personal influence to affect target audience member behavior.3 distinctive qualities:1. Personal contact2. Cultivation3. Response


Personal Marketing: Establishing personal influence objectives

1. Prospecting2. Communicating3. Persuading4. Servicing5. Information gathering



Selecting personal communicators:1. A high level energy2. Abounding self confidence3. A chronic hunger for rewards4. A well-established habit of industry5. A state of mind that regards each objection, resistance

and obstacle as a challenge



Training personal representatives:1. Books2. Cassettes3. Other materials



Training personal representatives: Order tasks assumptions1. Target audience members are aware of their own needs2. They cannot be influenced or would resent any attempt

at influence3. They prefer personal communicators who are

courteous and self-effacing


Relationship Marketing

Building long-term relationships where the target audience member is encouraged to continue his/ her involvement with the marketer. It is-1. Easier2. Most cost-effective


Internal Marketing: Approaches

1. The marketing manager or a marketing staffer should be part of the training program of every potential personal staff communicator

2. Numerous examples should be collected of what makes for good and bad personal interaction

3. There should be regular auditing of these key staff members’ performance on these dimensions

4. In-house media and organization-wide meetings should be used routinely to publicize exceptional public-friendly acts

Thank You

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Strategic Marketing for Nonprofit Organizations

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