1 Chapter 10 Organizing for Implementation PADM 7040 Nonprofit Management Kelley Thomas

2 America’s Promise America’s Promise –mission was to build and strengthen the character and competence of youth by fulfilling the Five Promises Caring Adults Safe Places Healthy start and future Marketable skills Opportunities to serve The principal operation works with over 500 organizations in the Partners Allowance

3 Introducing Marketing –Pushing or Pulling Patterns of marketing Pushed-marketing occurs in an organization when one or more key people have previous marketing experience. Pulled- environmental forces make marketing a dominant factor in the survival and success of an organization

4 Marketing’s Position in the Organization Marketing fits into nonprofits in different ways Line position- an organizational impact where resources and control are keys to success Budgets and authority are essential to making things happen What are some of the various titles of marketing people from top nonprofits ? Pg ; What was interesting about the job titles? Pg. 269 ; What should marketing control? Pg

5 Marketing’s Position in the Organization cont’d Recruiting Great Marketers – Why are non profit marketers no longer drawn from the nonprofit sector? Pg. 270 Why do nonprofit managers have difficulty obtaining marketing people? Pg. 270 What are some of the differences marketers experience between the commercial and nonprofit organizations? Pg

6 Developing Initial Marketing Projects Marketing may be subject to scrutiny in an organization. What are some of the reasons this occurs ? Pg. 272 What should be done about it ? Pg. 272 The four characteristics of an new/early project (Andreason and Kotler, p.272) 1. The high ability to make or save money 2. Small cost 3. Minimal time for completion 4. High visibility when successful

7 Managing Multinational Nonprofits Multinational Nonprofits – nonprofits locate in more that one country (Andreasen and Kotler, p.273) There are a various approaches to international location (Andreasen and Kotler, p.273) 1. The Export Department-marketing is based in a single country 2. The Multinational (or Multi-Local) – operations are in a number of countries 3. The Global Organization- the world is treated as one single market with universal strategies

8 Multi-Site Organizations Multi- Site-multiple individual clubs exist in a single country What are some of the challenges faced in the local office model? Pg. 274 What is an alternative larger organizations have taken? Pg. 274 Why may there be friction between headquarters and the field organization? Pg. 275

9 Organizational Design Organizational design of a marketing department effects how the department operates and the kinds of people that can be employed (Adreasen and Kotler, pg. 275) The three design options for organizational design are (See Figure 10-1 ) (Adreasen and Kotler, pg. 275) 1. Functional organizational – separate functional units/specialties within marketing; What are some of the advantages and disadvantages to functional specialties? (Pg ) 2. Product/Service-Centered Organization - one person is in charge of a specific product or service and is responsible for its success. What are some of the advantages and disadvantages product service centered to functional specialties? (Pg ) 3. Customer Centered Organization- product management system a person is appointed to head each major program

10 Implementing a Customer Orientation The market manager has a limited influence on how people in the organization react to customers and the public. The marketing manager must work to build an market oriented organization (Adreasen and Kotler, pg. 279) The following measures are recommended for implementing change in an organization 1. Top Management Support – Chief executive officer must be supportive 2. Effective Organization Design –a marketing manager must be on staff

11 Implementing a Customer Orientation cont’d 3. In-Company Marketing Training-introduction to marketing workshops are developed to educate various groups in the organization 4. Better Employee Hiring Process- new employees are trained in the importance of customer satisfaction 5. Rewarding Market-Oriented Employees- have bonuses or rewards for people providing excellent customer service (i.e. employee of the month) 6. Planning System Improvement –improvements on the organization’s planning system includes strengthening market function

12 Customer- Driven Organizational Change Customer- Driven Organizational Change- process where change occurs in an organization that focuses on meeting the customers needs and wants Why did the American Cancer Society change the way it did business? (Pg. 283) What were some of the changes? (Pg. 283)