NON PROFIT MARKETING DISCUSSION BOARD
Please I need good and quality answers, also use good citation and use a good APA citation machine for the references.
The conferences will flow with a Read section, my post to you embedded with relevant sites, and supportive content to the topic we are discussing. A Relevant Vocabulary section will follow with terminology that I want you to retain and revisit. The Respond section is where you will respond to your instructor and classmates; similar to the online learning posts you are familiar with. Finally an Independent Research section on the weekly topic will explore real-world organizations that are doing what we are learning and discussing.
Read:
To start off the course I like to give you an overview of nonprofits, what they are in terms of organizational entities both in a functional and legal capacity. You have probably already read my overview conferences on this subject. The roots of America's nonprofit's lie in charity, philanthropy and volunteerism and date back to English law from 1601. The beginnings of the modern nonprofit sector lie in the early 20th century following the great wealth of the Industrial Revolution. Now we begin to discuss the subject of marketing which you are already familiar with and specifically nonprofit marketing.
Nonprofits are not always the grass-roots organizations we imagine them to be, they can be complex entities involving for-profit partnerships and intertwined relationships with government, both state and federal. Although nonprofit organizations have a commitment to public service, they operate in the private sector rather than as agencies of government, although government funds make up the largest source of revenue for many nonprofit's.
It is important to understand that nonprofits can earn profits. The profits must be retained in the organization to further its value proposition to target audiences, not enrich individuals such as shareholders. Nonprofits compete in the market place against other nonprofits and for-profit entities for money, individual's time, and establishing or growing their market share.
Relevant vocabulary:
Value propositions are the total benefits a marketer promises in exchange for a customer's payment. This could be services or goods, or intangible benefits such making a monetary donation to a nonprofit and feeling good about the cause you just supported.
The target audience may be a potential client, a donor, or a volunteer. Marketing management is the process of planning and executing programs designed to influence the behavior of target audiences by creating and maintaining beneficial exchanges for the purposes of satisfying individual and organizational objectives. A marketing mindset towards target audiences requires that the organization systematically study specific audiences, needs, wants, perceptions, preferences, and satisfaction through using surveys, focus groups, and other means, then satisfies these needs through the design, communication, pricing and delivery of appropriate and competitively viable value propositions.
Market share - refers to a company's portion of sales within the entire market in which it operates. This metric indicates a company's size within its market, and is relevant to nonprofit and for-profit entities.
Reach - the estimated number of potential customers (target audience members) it is possible to attract through an advertising medium or a promotional campaign.
Marketplace - the economic system through which different companies or organizations compete with each other to sell their products (goods and services).
Branding - The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
Questions:
1. I would like you to "walk around" your city or town, either physically or virtually and locate five organizations that are NONPROFIT ORGANIZATIONS. You may be surprised to learn how many nonprofits are so close to us, schools, churches, hospitals, animal shelters, etc. Please provide us your list and a brief description of each. It may turn out that you will want to learn more about one or more of your local nonprofits which may have not just local, but national and international reach!
2. For the next response to this conference I would like you to choose one of the nonprofits from the list of five from your "walk-around" and discuss some of the ways the nonprofit identifies itself to the market place, and yes we are talking about branding here. Are there logos, symbols, taglines, events, ceremonies or community outreach activities that make your nonprofit unique, standout, or familiar to all of us.
3. After viewing the Robert Egger interview, please share with us one thing you did not know about nonprofits or d.c. central kitchen before watching this.
Here is the interview:
Now, for the final part of this conference I would like you to watch this 2011 interview with Robert Egger, founder of DC Central Kitchen, by Joan Cartan-Hansen of Idaho Public Television. Egger offers broad reflections on the nonprofit sector and recommendations for change. It is approximately 28 minutes in length and well worth your time!
Robert Egger, Idaho Public Television