Marketing for Non-Profit Organizations

(1)

(2)

The study of people and what they buy, how

much they will pay, where they want to purchase a product, and how they are affected by

promotional tactics and messages.

(3)

The marketing orientation, or concept, is a philosophy concerning the way a company should be managed. It consists of three

requirements (Cravens and Woodruff, 1983):

1.Examine people’s needs and wants as the basis of deciding what the business will do.

2.Select the best way to meet the consumer’s needs that are targeted by the firm.

3.Achieve the organization’s performance objectives by meeting the consumers’ needs satisfactorily.

(4)

• A nonprofit organization or organisation is an organization that uses its surplus revenues to

further achieve its purpose or mission,rather than distributing its surplus income to the

organization's shareholders as profit or dividends.

This is known as the distribution constraint. The decision to adopt a nonprofit legal structure is one that will often have taxation implications,

particularly where the nonprofit seeks income tax exemption, charitable status and so on.

(5)

What is the difference between

the marketing of for-profit and not-for-profit organizations?

(6)

What is the difference between NGOs (non- government organizations) and GONGOs

(government oriented non-government organizations)?

(7)

• by orientation

• by level of operation

(8)

• Charitable Orientation

• Service Orientation

• Participatory Orientation

• Empowering Orientation

(9)

• Community-based Organizations (CBOs).

• Citywide Organizations

• National NGOs

• International NGOs