1. SOCIAL MARKETING

2. SOCIAL MARKETING IS THE PRACTICE OF
UTILIZING THE PHILOSOPHY, TOOLS, AND
PRACTICES OF COMMERCIAL MARKETING
FOR HEALTH AND/OR SOCIAL
PROGRAMS

3. SOCIAL MARKETING BASICS
 Must be client/consumer/audience centered-so
need to know them in order to target
 Same as commercial marketing except goal is not
revenue/profit
 Focus on enhancing perceived benefits & reducing
perceived barriers. Actions will only occur if
perceived benefits > perceived costs
 Manage the P’s
 Measure results

4. NGOs are typically value-based
organizations which depend, in whole or in
part, on donations and voluntary services
 Terminology
 NGOs are also known by following alternate
names/terms:
 NPO: Not-For-Profit Organization
 CSO: Civil society Organization

5. UNIQUE CHARACTERS OF NGOS
 NGOs and NPOs have a formal
organizational structure.
 NOGs and NPOs are non-government
entities,
 NGOs and NPOs are categorized as non-
profit distributing entities
 NGOs and NPOs are self-governed, and
must have the capability to manage
themselves internally

6.  they work for the public good, supporting the
interests of the general public

7. There are different NGOs which cover a defined territory or the
state. They, thus, also cover a defined area of working such as:
• Advocate/Campaigning
• Life Skills development
• Promotion of Economic alternatives
• HIV/ADIS/ Health Awareness
• Community Outreach
• Legal Aid/Crisis Intervention
• Community Mobilization and Collectivization
• Integrated Water Resource Management
• Child Labour abolition
• Rural Transformation through Self Help and Empowerment
and Micro finance.

8. TYPES OF NON-PROFIT ORGANIZATIONS
The different types of non-profit organization include:
i. Private educational institutions like private universities, college, and schools.
ii. Charities.
iii. Social service organizations
iv. Health service organizations like Sri Venkateshwara institute of Medical
Sciences.
v. Foundations
vi. Cultural organizations
vii. Religious organizations like Tirumala-Tirupati Devasthanams andShirdi Dai
Samsthanams.
viii. Social organizations

9. An NGO may play more than one role in
society, with reference to advocacy,
grassroots implementation or opinion-
making, etc. Following are the types of
NGOs based on their roles and areas of
working:
1.Advocacy for a cause
2.Grassroot implementation
3.Mother NGOs
4.Corporate NGOs
5.Opinion-makers
6.Global

10. TYPES OF NGOs: EXAMPLES – GLOBAL AND INDIAN (Contd..)
Types Examples Focus Areas
Corporate NGOs Bill and Melinda Gates
Foundation
Promotes greater equity in global health,
education, public libraries, and support at risk
families
Infosys Foundation Works in the areas of healtchcare, education,
social rehabilitation and the arts.
Azim Premiji Foundation Capacity building, universalization of elementary
Education, sustainable partnerships with
individuals, community at large, government and
other organizations
Byrraju Foundation Rural transformation
Opinion Makers Greenpeace Environment
Blue Corss Animal Protection
Global UNICEF Works for children’s rights, their survival,
development and protection
Red cross Disaster services, health and safety services
Source: Compiled from different source.

11. TYPES OF NGOS: EXAMPLES – GLOBAL AND INDIAN
Types Examples Focus Areas
Advocacy of
chosen cause
Geenpeace Environment
Narmada Bachao Andolan Rehabitation of displaced people due to
Sardar Sarovar Dam
Chipko Environment and deforestation
Asha Kiran Domestic servants
THPI Rehabilitation of challenged people
Grassroot MV Foundation Child labour
MS Swaminathan Research Foundation Livelihood generation
THPI Education
CapNet Water resource management
SWEA Women SHGs
Mother NGOs Bihar Voluntary Health Association, bihar Health
Social Action for social Development,
Hyderabad
Social Arena
Center for Labour Education and social
research, Bilaspur
Education
Indian Association of Women, and Chief
Relief, Lucknow
Women and Children

12. TYPES OF NGOs: EXAMPLES – GLOBAL AND INDIAN (Contd..)
Types Examples Focus Areas
Corporate NGOs Bill and Melinda Gates
Foundation
Promotes greater equity in global health,
education, public libraries, and support at risk
families
Infosys Foundation Works in the areas of healtchcare, education,
social rehabilitation and the arts.
Azim Premiji Foundation Capacity building, universalization of elementary
Education, sustainable partnerships with
individuals, community at large, government and
other organizations
Byrraju Foundation Rural transformation
Opinion Makers Greenpeace Environment
Blue Corss Animal Protection
Global UNICEF Works for children’s rights, their survival,
development and protection
Red cross Disaster services, health and safety services
Source: Compiled from different source.

13. TABLE: ADVOCACY METHODS FOR NGOS
Networking One of the great strengths of NGOs lies in their
strong networking skills. It enables those without
much money to share their voices and exert strength
in numbers.
Conferences Conferences have been a powerful advocacy method
for NGOs, enabling groups to share their voices,
make contacts and influence public policy.
Protests Protests now accompany most world political and
economic forums. Over the past few years,
protesters have targeted almost every forum or
summit calling attention to the undemocratic
decision-making and pressing for change and global
justice.
Source: http://www.globalpolicy.org/ngos/role/index2.htm

14. CATEGORIES OF NON-PROFIT
ORGANISTIONS
Non-profit organizations can be
basically classified into two
groups viz.,
(i) private non-profit
organizations,
(ii) public non-profit
organizations.

15. DIFFERENCE BETWEEN PROFIT AND NON-
PROFIT / PRIVATE ORGANIZATION
Profit Organization Non-profit / Private Organization
Ownership Private Private
Funding Sales revenue Membership fee, contributions from public and /
or private sources, sale of products or services
Types Single proprietorship,
partnership,
corporation
Floated by members
Activities Production and / or
Marketing of goods
and or services
Educational, charitable, social service, Health
service, foundation, cultural, religious, and
recreational
Main objective Profit maximization Service maximization

16. SIGNIFICANT DIFFERENCE BETWEEN
BUSINESS AND PUBLIC (GOVERNMENT)
ORGANISATIONS
Business Public Non-Profit
Organisation
Main Objective Profit Public service
Economic Objectives Profit required
bankruptcy possible
No profit required bankruptcy
unlikely
Structure Frequently decentralized
into profit centers
Usually a centralized
bureaucracy
Accountable to Shareholders Representative of the people
Control of Strategy Management Representatives of the people
Scope of Activity Unlimited, no monopoly Limited, State monopoly
Major Sources of Funds Shareholder, banks,
financial companies
Government Taxation

17. What are the
fundamental
differences between
managing an NGO and
a company

18. What are the
challenges in both,
and how do you
overcome them?

19. 8 P’S OF SOCIAL MARKETING
 Product
 Price
 Place
 Promotion
 Public
 Partnership
 Policy
 Purse Strings

20. Can corporate
principles be
replicated at an NGO?

21. STEPS FOR DESIGNING A SOCIAL MARKETING
CAMPAIGN
 Step 1- Need assessment of consumers
 Step 2- Consumer Research
 Step 3-Audience Segmentation
 Step 4- Social Marketing Mix
 Step 5- Develop and Pre-test ur material
 Step6-Implementation
 Step 7-Evaluation
 Step 8-Feedback

22. PRODUCT
 The social marketing "product" is not necessarily a
physical offering. A continuum of products exists,
ranging from tangible, physical products (e.g.,
condoms), to services (e.g., medical exams),
practices (e.g., breastfeeding, ORT or eating a heart-
healthy diet) and finally, more intangible ideas (e.g.,
environmental protection). In order to have a viable
product, people must first perceive that they have a
genuine problem, and that the product offering is a
good solution for that problem. The role of research
here is to discover the consumers' perceptions of the
problem and the product, and to determine how
important they feel it is to take action against the
problem.

23. PRICE
 "Price" refers to what the consumer must do in
order to obtain the social marketing product.
This cost may be monetary, or it may instead
require the consumer to give up intangibles,
such as time or effort, or to risk embarrassment
and disapproval. If the costs outweigh the
benefits for an individual, the perceived value of
the offering will be low and it will be unlikely to
be adopted. However, if the benefits are
perceived as greater than their costs, chances
of trial and adoption of the product is much
greater.

24. PLACE
 "Place" describes the way that the product reaches the consumer.
For a tangible product, this refers to the distribution system--
including the warehouse, trucks, sales force, retail outlets where it
is sold, or places where it is given out for free. For an intangible
product, place is less clear-cut, but refers to decisions about the
channels through which consumers are reached with information
or training. This may include doctors' offices, shopping malls,
mass media vehicles or in-home demonstrations. Another
element of place is deciding how to ensure accessibility of the
offering and quality of the service delivery. By determining the
activities and habits of the target audience, as well as their
experience and satisfaction with the existing delivery system,
researchers can pinpoint the most ideal means of distribution for
the offering

25. PROMOTION
 Finally, the last "P" is promotion. Because of
its visibility, this element is often mistakenly
thought of as comprising the whole of social
marketing. However, as can be seen by the
previous discussion, it is only one piece.
Promotion consists of the integrated use of
advertising, public relations, promotions,
media advocacy, personal selling and
entertainment vehicles

26. PUBLIC
 Social marketers often have many different
audiences that their program has to address
in order to be successful. "Publics" refers to
both the external and internal groups
involved in the program. External publics
include the target audience, secondary
audiences, policymakers, and gatekeepers,
while the internal publics are those who are
involved in some way with either approval or
implementation of the program.

27. PARTNERSHIP
 Social and health issues are often so
complex that one agency can't make a dent
by itself. You need to team up with other
organizations in the community to really be
effective. You need to figure out which
organizations have similar goals to yours--
not necessarily the same goals--and identify
ways you can work together.

28. POLICY
 Social marketing programs can do well in
motivating individual behavior change, but
that is difficult to sustain unless the
environment they're in supports that change
for the long run. Often, policy change is
needed, and media advocacy programs can
be an effective complement to a social
marketing program.

29. PURSE STRINGS
 Most organizations that develop social
marketing programs operate through funds
provided by sources such as foundations,
governmental grants or donations. This adds
another dimension to the strategy
development-namely, where will you get the
money to create your program?

30. SOME MAJOR NGOs
Self Employed women’s Association (SEWA), Ahmedabad, Gujarat.
Society for Participatory Research in Asia (PRIA), New Delhi.
Church’s auxiliary for social Action (CASA), New Delhi
SAHELI, New Delhi.
NIRANTAR, New Delhi
Voluntary Action Network, India (VANI, New Delhi
ANKUR, New Delhi
People’s rural Education Movement (PREM), Mandiapally, Orissa
LOK SHAKTI, Balasore, Orissa
UNNATI, Ahmedabad, Gujarat
Society for Promotion of Area Resource Centre (SPARC), Bombay
PREPARE, Madras
ASMITA (Resource Centre for Women), Hyderabad
Child In Need Institute (CINI), Calcutta

31. Their primary purpose is to defend or
promote a specific cause. As opposed to
operational project management, these
organizations typically try to raise
awareness, acceptance and knowledge by
lobbying, press work and activist events.

32. The Mother NGO scheme was introduced
by the Department of Family Welfare in the
Ninth Five Year Plan (1997-2002) under
the Reproductive and Child Health
Program. Under this scheme, the
Department of FW identified and
sanctioned grants to selected NGOs called
Mother NGOs (MNGOs) in allocated
district/s. These MNGOs, in turn, issued
grants to smaller NGOs, called Field NGOs
(FNGOs), in the allocated district/s. The
grants were to be used for promoting the
goals/objective as outlined in the
Reproductive and Child Health Programme
of the union government.
The major thrust of the MNGOs and
FNGOs is in the area of advocacy and
awareness generation in respect of the
RCH programme, with due emphasis on
gender, while aiming to augment
institutional capacity at the field levels.
They also play a crucial role in addressing
the gaps in information and counseling.