Nonprofit Marketing
Centrality of the Target Audience
What the target audience members think, want, and how they act determine how a marketer tries to influence them
Marketing research must find out
What they are like
What they will respond to
What is keeping them from responding as the marketer wants them to
Myths of Nonprofit Marketing
Big decision myth: Sometimes the big decision doesn’t require much research and small decisions to do
Survey myopia myth: Conducting a comprehensive survey may be prohibitively expensive, and, in small samples, respondents may not always be candid. Sometimes better to test the market with the product.
Focus group myth: Thought that groups are rarely representative of the target audience and seldom done in sufficient quantity. Yet, nonprofits can use focus groups in effective ways.
Big bucks myth: There are a number of low-cost research techniques
We can’t wait myth: There are many methods that can be carried out in a few days or weeks
Sophisticated researcher myth: Volunteers may have the needed level of sophistication with some training
Most research is not read method: Few pieces of well-planned research are rejected; however, they may be ignored. Research I the most valuable when
The researcher knows what the decision alternatives are
The relationship between the result and the decision is clearly understood
The results are communicated well
Resource-Based Theory of Organization
Challenge to growth is to develop a sustainable competitive advantage
Key growth and competitive advantage lies in the nonprofits core competencies-- not things, but how they are used
The key resource may lie in the nonprofits intellectual capital properly collected and communicated.
Principal role of nonprofit leaders must shift from being visionaries to being knowledge managers.
Building adaptive capacity
Enables nonprofits to create value for clients and communities
Enables them to demonstrate their comparative value to funders
Enables them
What the target audience members think, want, and how they act determine how a marketer tries to influence them
Marketing research must find out
What they are like
What they will respond to
What is keeping them from responding as the marketer wants them to
Myths of Nonprofit Marketing
Big decision myth: Sometimes the big decision doesn’t require much research and small decisions to do
Survey myopia myth: Conducting a comprehensive survey may be prohibitively expensive, and, in small samples, respondents may not always be candid. Sometimes better to test the market with the product.
Focus group myth: Thought that groups are rarely representative of the target audience and seldom done in sufficient quantity. Yet, nonprofits can use focus groups in effective ways.
Big bucks myth: There are a number of low-cost research techniques
We can’t wait myth: There are many methods that can be carried out in a few days or weeks
Sophisticated researcher myth: Volunteers may have the needed level of sophistication with some training
Most research is not read method: Few pieces of well-planned research are rejected; however, they may be ignored. Research I the most valuable when
The researcher knows what the decision alternatives are
The relationship between the result and the decision is clearly understood
The results are communicated well
Resource-Based Theory of Organization
Challenge to growth is to develop a sustainable competitive advantage
Key growth and competitive advantage lies in the nonprofits core competencies-- not things, but how they are used
The key resource may lie in the nonprofits intellectual capital properly collected and communicated.
Principal role of nonprofit leaders must shift from being visionaries to being knowledge managers.
Building adaptive capacity
Enables nonprofits to create value for clients and communities
Enables them to demonstrate their comparative value to funders
Enables them