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    24 views7 pages

    Marketing Is Different in The Not For Profit World PDF

    Uploaded by

    Saira Khan

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
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    ‘92016 Marketing is Diferetin the Not For-profit World R fg PARTNERS IN PHILANTHROPY 805 New Hamesiae, LawRENce, KS 66044 (785) 865-3850 Fax (785) 865-3884 ~ mmaude@develop-net.com MarKETING Is DIFFERENT IN THE Not-For-PROFIT WoRLD Marketing has earned its place in the not-for-profit world. But marketing and development are not the same. Marketing is about exchanging goods and services for money. Development is about relationships — it is not about money. Increasingly, not-for-profit organizations have taken to emulating the moncymaking practices of corporations. These days, for example, most charitable institutions market themselves, a practice that once was anathema, This powerful trend has three primary causes: the decrease in funding from the public sector, the increase in competition for funds among an expanding number of not-for-profit organizations, and the rise in funder pressure for not-for-profits to ‘operate in a "businesslike" manner. Immersed in a capitalistic and materialistic society, development professionals were able to effect a huge change in outlook and behavior after a relatively brief and easy transition. We now are accustomed to calling our constituents "clients" and "customers." We segment our "target market" and develop strategic marketing plans. We focus on the exchange of goods or services for money. In all these efforts, we are aided by board members and other volunteers from the for-profit world who are eager to embrace activities that to them are comfortable and familiar. The effects of the rise of marketing on the attitudes and practices of development professionals hhave not always been for the better. We have refined to a science the execution of direct mail, telemarketing and special events, making them predictable and rote. Unfortunately, the way we imagine, plan and carry out these activities can lead us to think of our donors as numbers and objects. Too often, we aim our communications at the masses rather than at individuals, In our sophistication, we risk depersonalizing and devaluing our donor relationships. In this article, I will attempt to make clear what I believe is a key distinction between development and marketing. They are not the same thing, and ought not be confused. Also, I will describe what I believe has been the impact of marketing on donor relations. Finally, I will outline both the pitfalls and the proper role of marketing for not-for-profit organizations, in the realms of social entrepreneurship, cause-related marketing, special events and telemarketing, IS IT MARKETING OR DEVELOPMENT? Itis important for fund raisers to keep in mind that, while marketing can generate substantial funds for charities, it is significantly different from development, Let us begin by defining what we mean by the two terms. Marketing is the promotion of the exchange of goods or services at a mutually agreeable price. It involves a tangible, reciprocal transaction between a seller and a buyer. hit evelop-net.comfarticlesimarkstingis-

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