Describe nonprofit organization marketing. Nonprofit organizations pursue goals other than profit, market share, and return on investment. Nonprofit organization marketing facilitates mutually satisfying exchanges between nonprofit organizations and their target markets.
Several unique characteristics distinguish nonbusiness marketing strategy, including: a concern with services and social behaviors rather than manufactured goods and profit; a difficult, undifferentiated, and in some ways marginal target market; a complex product that may have only indirect benefits and elicit very low involvement; distribution that may or may not require special facilities depending on the service provided; a relative lack of resources for promotion; and prices only indirectly related to the exchange between the producer and the consumer of services.
1. Form a team with two or three classmates. Using the promotion strategies discussed in the nonprofit section of this chapter, develop a promotion strategy for your college or university.