Marketing is about making an exchange Do nonprofits expect people to just come to them? Why do we need to do marketing? Does the marketing of what nonprofits have to offer differ from the marketing of for profit “products?” Pp and read “What is marketing”?

Marketing and Exchange Partners How does marketing link us to our exchange partners? –Donors –Governments –Media –Service collaborators –Allies in advocacy –Clients pp

Discuss the Powerful Implications Marketing has For Nonprofits 1. Crucial management function since success in accomplishing exchanges determines whether nonprofit thrives or dies. 2. Marketing not optional: it will occur whether effective or not. Involves much more than promotion. pp. 251

The Marketing Mix How do we facilitate mutually beneficial exchanges? What steps do we take to tailor products and services? What should we consider when we adjust prices? –Nonmonetary & Monetary How can we shape delivery system to serve end user? pp. 251

The Blend How do we blend the 4 P’s into “marketing mix”? –Product –Price –Promotion –Place Issues related to this mix pp

Priorities and Marketing? Organizations main programs should be marketed on the basis of: Need it fulfills? Financial benefits? Consistency with Mission? Other considerations? pp

A Strategic Planning Grid Develop examples of high and low program attractiveness. Develop examples of high and low competitive position. Develop examples of high and low alternative coverage. How are these related to marketing goals, strategies, and level of risk? pp

Marketing Research How can we determine who might use our product or service? –Segmentation and choosing a target market. –Choosing some segments means not choosing others. –No organization can do it all. –How do we choose segments (clientele) that best fit mission, capabilities, and aspirations. pp and read Marketing Research

Total Population Families Families with children TARGET! Families with children in need of child care

How would you use the following segmenting variables for marketing? Psychographs: lifestyles, values, attitudes, opinions,and personalities. Class, race, ethnicity. Marital status. Age distribution. Cultural considerations. pp

Shaping products and services? The spin: how does this help? Are we talking bells and whistles? Compelling incentives? pp

Pricing Policies How do we reduce nonfinancial coasts? Pricing objectives? –Do we want to get rich? –Do we want a price to entice other action? –Do we want price to reflect demand? –Do we want price to reflect competition? –Do we want price to reflect cost to us? pp

Managing Advertising Programs Advertising –Flow from marketing strategy –What target audience and what is their “readiness to buy” –Essential message to be conveyed –Style and tone –Evaluating the results pp

Marketing marketing to nonprofits Role of marketing in responding effectively to clients’ wants and needs assists by: Monitoring organizations environment. Contributing to SWOT analysis. Participating in portfolio analysis. Undertaking marketing research. Suggesting target markets. Appraising client satisfaction. Pp