"Marketing & Communications" from "Nonprofit Management - Principles and Practice," Michael J. Worth, 3rd edition.

1. Chapter 10: Marketing and
Communications
© 2014 SAGE Publications, Inc.

2. Defining and Understanding Marketing
• Approaches to marketing
• Commercial marketing -- seeks additional
customers for programs and services
• Social marketing -- seeks to change human
behavior and improve society
• Marketing mind-sets
• Product mind-set -- effective marketing depends
on the quality of the product
• Sales mind-set -- effective marketing depends on
convincing consumers
• Target-audience mindset -- effective marketing
depends on focusing on the needs and wants of
consumers
© 2014 SAGE Publications, Inc.

3. Need for Marketing
• Nonprofit organizations operate in a competitive
environment
• Competition for funding from corporations,
foundations, and individuals
• Competition in advocating a particular cause or social
goal
• Competition for attention amidst everyday “noise”
• Competition against other nonprofits, for-profit
companies, and public organizations engaged in
similar activities
• Generic competition against alternative uses of
individuals’ time and money
• Caveat -- marketing must serve the mission and not
become the primary driver of the nonprofit organization
© 2014 SAGE Publications, Inc.

4. Communication and Marketing
• Communication and marketing are not synonymous
• Communication -- the transmission or exchange
of information
• Marketing -- communications with the purpose
of influencing the behavior of someone else
• Communication as broader and more complex
• Understanding the principles by which
information is transmitted and received
• Understanding the various technologies that can
be employed
• Marketing may encompass communications with a
very specific purpose
• Draws on theories of communication
© 2014 SAGE Publications, Inc.

5. © 2014 SAGE Publications, Inc.

6. The Marketing Mix
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Product -- the good or service being offered (including intangibles)
Place -- the location at which the product or service is available
Promotion -- the visible efforts undertaken to gain visibility and
notice for the organization’s products
Market segmentation and target markets
• Demographic variables, geography, and behavioral measures
• Psychographics
• Marketing to the individual
Price -- the cost of the good or service (or the benefits exchanged)
• Cost-oriented pricing
• Competition-oriented pricing
• Value-based pricing
• Price discrimination
© 2014 SAGE Publications, Inc.

7. Branding Terminology
• Brand -- “a name, term, sign, symbol, design, or a
combination of these that is intended to identify the
goods and services of one seller or group of sellers
and differentiate them from those of competitors”
(Burnett, 2007, p. 179)
• Brand attributes -- the collection of perceived
qualities of the organization or its products
• Brand promise -- the expectations that you have
about what you will receive when you buy a specific
product or service
• Brand equity -- the monetary value that a brand
image brings to an organization
© 2014 SAGE Publications, Inc.

8. © 2014 SAGE Publications, Inc.

9. Effective Marketing
• Integrated Marketing Communication (IMC) -- the messages
and values that an organization communicates permeate
every aspect of the organization’s work
• Marketing and branding as rooted in reality
• Organization’s brand unlikely to settle too far from the
reality of what the organization actually does or what it
really is
• Official publications and communication via news media
unlikely to outweigh firsthand knowledge and
communication via word-of-mouth
• Effective messages are those that CRAM (Andresen, 2006)
• Connection - establish a connection
• Reward - promise a reward
• Action - inspire action
• Memory - stick in memory
© 2014 SAGE Publications, Inc.

10. © 2014 SAGE Publications, Inc.

11. Online Media
• Websites – static or interactive
• Social network presence
• Facebook
• LinkedIn
• Social media presence
• Twitter
• YouTube
• Flicker
© 2014 SAGE Publications, Inc.