Transcript Social marketing campaigns

MARKETING OF
NON-PROFIT
ORGANIZATIONS
Ing. Mgr. Radim Bačuvčík, Ph.D.
U44 - 207, [email protected]
www.bacuvcik.com
Your ECTS grade and credits…
- 5 lessons … 5 tasks … 5 ECTS grades
- now – F
- 1 assignment = E
- 2 assignments = D
- 3 assignments = C
- 4 assignments = B
- 5 assignments = A
Task 1 – our next lesson:
- Give us an example of a non-profit organization from your
country, which is well-known within your country.
- What is the reason of the popularity of the organization?
- What marketing and promotional techniques does the
organization use?
- What do inhabitants of your country think about the
organization? Are there any marketing researches of the
image of the organization or its managers?
- … I will bring an example from my country, you will bring
examples from your countries…
Task 2:
- Give us an example of some interesting social marketing
campaign in your country. Prefer your regional campaigns,
not global campaigns (OSN, UNESCO etc.) localized in
your country. Possible topics: anti-smoking, prevention of
illnesses, road traffic etc.
- Try to choose a campaign which in some sense
characterizes your national mentality, the way of thinking
etc. – which is specifically „yours“
- Describe campaign goals, methods of communication,
selected media. If possible, tell us about the efficiency
(outcomes of some marketing researches of the recall
etc.)
Task 3:
- Give as an example of activities of some non-profit
organization or social marketing campaign, which is – in
your opinion or in opinion of the public or media – in
collision with ethical principles of society.
- The collision may be in the way of visual solution of the
campaign (portraying of people in unaccepted way), way
of asking money (for example some kind of emotional
blackmail), in the topic of the communication (which is a
social taboo) etc.
- How is the communication or activities accepted by public
or media
- Why did the organization decided to use this way of
communication – can it be more efficient than „normal“
campaign?
Task 4:
- Do some celebrities from your country work for (or
support) non-profit organisations?
- Give us some examples. Tell us what branch the
celebrities are engaged in, how known they are, whether
their opinion is broadly accepted and what does the
cooperation of the celebrity and non-profit organisation
mean for both of them.
- Are there any examples of non successful cooperation of
this kind? What was the reason?
- Give us examples of social marketing campaigns from
your country built on (perhaps local) celebrities.
Task 5:
- The last task have something to do with your philanthropy.
- Do you support some non-profit organization (with money,
as a voluntary or in some other way)? Why do you support
it? How did you choose it? Were you thinking about
supporting some other project? What role did the
marketing activities of the organization play in your
decision? Give us an example of the communication,
which influenced you to support it.
- In case you do not support some non-profit organization,
have you been thinking about this question? What fact
would you consider, if you were choosing a non-profit
project to support? (For example the field of activities,
image or reputation of the organization,
recommendations, marketing activities etc.)
What does „non-profit“ mean?
- economic category - usually „subjects created (based,
founded) not to provide economical (financial) profit“
- depends on the legislation (laws) of the particular countries
- in this sense the terms and abbreviations NPO (non-profit
organizations) or NGO (non-governmental non-profit
organizations) are commonly used
What does „non-profit“ mean?
- NPO can create profit in „accounting (book-keeping)“ sense
of word, but the profit must be used for the purpose of
organisation (for example purchase of necessary stuff), while
the owners (founders) can’t use it for themselves
- otherwise:
- NPO don’t work “free-of-charge” - their services are usually
paid, although non completely (part of payment comes from
the donations)
- there are voluntaries in NPO, but also paid staff
- in marketing sense they have “commercial potential”, that
means they are able to provide projects that are interesting
for commercial sponsors (in other words they do not have to
“beg”, but they can cooperate with commercial sector)
Non-profit sector
public (government)
- the founders are
public or state
administration
(government,
ministries, regional or
municipal authorities)
and
private (non-government)
- the founders are
private persons
(individuals or
corporations - depends
on legislation in
particular countries)
- non-profit nongovernmental sector
(non-profit sector in closer
sense of word) = third
sector
Legal forms of non- profit organizations
- depend on legislation - this is an example of Czech Republic
- (civic) associations – founded at least by 3 persons, little
organizations, for example environmental (fight against
motorways building etc.) or special-interest associations
(fishers, huntsmen, gardeners etc.) - they work above all for
their members
- common-beneficial organizations / institutions - larger,
working for example in charity, culture, humanitary etc. - they
serve to whole society or its part
- churches and church organizations
- foundations
- political organizations (inc. parties)
- associations of corporations (for example in hotel industry
or travel movement - they often deal with lobbying)
Non-profit sector as economic
phenomenon
public
(government)
sector
non-profit
sector
household
sector
non-profit sector can
cooperate with all other
sector - NPO can
provide services for
other organisations and
household and they
receive payments from
them; in some countries
NPO create up to 3 - 7
% of GDP
commercial
sector
Non-profit sector as social phenomenon
- civic society - the society, which wants to “manage” itself in
social (political) sense of word - opposite of society directed
by political parties
- freedom and need of association
- philanthropy
- defense of interests of minorities
Non-profit sector is both economical and social phenomenon
Description of non-profit nongovernmental organizations
- 5 characters defined by L. M. Salamon and H. K. Anheier
1. They are organizations - organized according to local
legislative - have formal status (not only accidental or
occasional way of meeting and process)
2. They are private - not founded by civil or state
administration
3. They do not distribute profit to their founders, but use it
for the purposes of organization
4. They are autonomous, self-governing - public or state
administration haven’t essential influence on them
5. They are voluntary (have portion of voluntary work
and/or membership isn’t obligatory depending on family or
religious tradition)
International classification of non-profit
organizations (ICNPO) - fields of process
1. Culture and recreation
2. Education and research
3. Health
4. Social services
5. Environment
6. Development and housing
7. Law, advocacy and politics
8. Philanthropic, intermediaries and voluntarism promotion
9. International
10. Religion
11. Business and professional associations, unions
12. Not elsewhere classified
ICNPO - fields of process
1.Culture and recreation
1 100 Culture and arts
1 200 Sports
1 300 Other recreation and social clubs
2.Education and research
2 100 Primary and secondary education
2 200 Higher education
2 300 Other education
2 400 Research
ICNPO - fields of process
3.Health
3 100 Hospitals and rehabilitation
3 200 Nursing homes
3 300 Mental health and crisis intervention
3 400 Other health services
4.Social services
4 100 Social services
4 200 Emergency and relief
4 300 Income support and maintenance
ICNPO - fields of process
5.Environment
5 100 Environment
5 200 Animal protection
6. Development and housing
6 100 Economic, social and community development
6 200 Housing
6 300 Employment and training
7. Law, advocacy and politics
7 100 Civic and advocacy organizations
7 200 Law and legal services
7 300 Political organizations
ICNPO - fields of process
8. Philanthropic intermediaries and voluntarism promotion
8 100 Grant-making Foundations
8 200 Other philanthropic intermediaries and
voluntarism promotion
9. International
9 100 International activities
10. Religion
10 100 Religious congregations and associations
11. Business and professional associations, unions
11 100 Business associations
11 200 Professional associations
11 300 Labour unions
12. Not elsewhere classified
What does marketing in non-profit
organizations mean?
1. Marketing and marketing communication with the clients
- consumers (users) of the services
2. Public relations - communication with the whole public or
society
3. Fundraising or sponsoring - communication with donors
4. Social marketing and social advertising - special form of
marketing communication (above all with the whole public)
1. Marketing and marketing communication
with the clients - consumers of the services
- non-profit organization can use the same marketing
principles and techniques like commercial subject - the key is
the character of target group, the information which is
communicated and the media which can be used
- within non-profit marketing there are great differences
between the branches - e.g. social NPO communicates with
old, ill, disabled or even mentally retarded people, homeless,
narkomaniacs etc., while cultural NPO communicates with well
educated and socially situated admirers of classical music or
fine arts
2. Public relations
- as non-profit organizations are often funded from public
(governmental, regional, municipal) sources, they should have
“moral obligation” to communicate with public and explain
necessity of their services for public (or its part) as well as
efficiency of their using the public money (in fact money paid by
public via taxes)
- long-time support from public sources depends on image or
reputation of NO, that is why it has to do some PR activities,
although its services are only for some small part of public
- rate of financing from public sources varies - in USA NGO
are sponsored above all from private sources, in Europe mostly
from public sources
- there are many „branches“ of PR - media relations,
community relations, government relations, university relations..
3. Fundraising or sponsoring
- usual sources:
- public resources (government, regional and municipal
authorities)
- private commercial resources (corporations - sponsors;
fundraising = activity of person asking money, sponsoring =
activity of person giving money)
- private non-profit resources - foundations, churches
- private individual resources - public collections, individual
gifts (permanent order from bank account etc.)
4. Social marketing and social advertising
- speaking about marketing of non-profit organizations we
mean above all “selling” their product (services), term “social
marketing” means above all “selling” the ideas to the whole
public or to its part
- social marketing (or advertising) includes for example antismoking campaigns, traffic safety campaigns (using seat belts,
keeping maximal speed in cities etc.), some voluntary or
fundraising campaigns (e.g. in case of humanitarian
catastrophe - tsunami in South-East Asia etc.), campaigns
dealing with AIDS, children work, human rights, women rights
etc.
- social advertising campaigns are often called „PSA“ - Public
sector announcements/advertisements
Main “problems” of non-profit marketing
- the sources of the most of NPOs are short
- people in NPOs prefer to spend money in something closely
connected with their service, but don’t want to spend for
marketing or promotion
- in NPOs there is a lack of people educated in economy,
marketing or communication
- people in NPOs think, that everybody must “see” how
important their service is and they expect, the public will be
interested in they work or will give money even unless they
communicate it
- NPOs advocates the rights of the minorities, but does not
know how to communicate them the way the public
understands it and wants to support it
Are there differences between commercial
and non-profit marketing?
different: - product (mostly service or idea)
- distribution of profit (not to founders)
- understanding the competition (in commercial
above all within the branch, in non-profit everyone
asking the same money from public or private
sources)
- “way of thinking” of the people
the same: - marketing techniques and principles
- marketing process starts at “customer’s” side the subject must know, whom he is talking with
Forms of social marketing campaigns
- media advertising of PR campaign
TV, radio broadcasting, press, billboards, direct mail
- personal selling (acting)
evangelization campaigns, fundraising campaigns (collections)
- events
presentations, protests, blocades, petitions, sport or cultural
events
Main branches of social marketing
campaigns
- health preservation and prevention
AIDS prevention, anti-smoking, anti-drugs, anti-alcohol, anti-selfindulgence (e.g. children) campaigns, vaccinations of children etc.
- safety and injury prevention
road traffic safety - max. speed, using safety belts, lights, anti-alcohol,
fire protection, anti-burglary protection, home violence etc.
- environment protection
sorting of the waste, ecological food, highway building, animal protection,
littering (trash), dogs excrements
- community, social involvement
voting (not election campaigning), donations, voluntary work, blood
donation, payment of taxes, third world problems - famine, child work,
torturing prisoners, women, seniors, gay, disabled etc. rights
What are the topics of social marketing
campaigns?
1.
2.
3.
4.
5.
Against smoking
Drug addiction
Alcoholism
AIDS prevention
Health prevention (various diseases - vaccination, preventive
examination)
6. Blood donation, bone marrow donation
7. Children threats (child labor, child prostitution, bullying, child abuse)
8. Domestic violence (on women)
9. Gender issues
10. Human rights in global scale (prisoners torture, death penalty, human
trafficking, women´s rights in Muslim countries, poverty and famine,
freedom of speach etc.)
11. Environmental (pollution, nature)
12. Environmental cleanliness (litter, cleaning up after dogs etc.)
13. Waste separation
14. Protection of animals
15. Vegetarianism, veganism promotion
What are the topics of social marketing
campaigns?
16.
17.
18.
19.
20.
21.
22.
23.
24.
Healthy lifestyle promotion, eating organic foods, etc.
Sports activities for children and youth
Sport activities for disabled people (paralympics...)
Religious (some religions or religion in general)
Anti-war campaigns (or against nuclear weapons, etc.)
Against political ideas (communism, globalization, capitalism)
Anticommercial activism
Against xenophobic thinking (racism, neofascism...)
Rolerance for socially disadvantaged (mentally handicapped, antiageism, etc.)
25. Promoting the interests of employees (salary increase, social conditions,
etc.)
26. Public movement against the (unpopular) political decision
27. Other topic .....
Features of social marketing campaigns
Profit lays in “moral” level, not financial
Target group needn’t feel the need - the campaign must
demonstrate it to the target group and the whole society. Target
group something gets and something loses (e.g. traffic speed the public loses time, but gets safety).
The change of target group’s behavior or values
influences the whole society
Economical costs are often paid not by the provider of the
campaign neither target group, but by the whole society (but
of course including target groups and the provider)
Social marketing campaigns are held in fields of public
domain/goods (non-rivalrous, non-excludable)
Character of social marketing campaigns
Target: “social marketing campaigns sell the change of
behavior or values”
Target groups: individuals, groups, society
Providers of social marketing campaigns: non-profit
organizations, state and public administration, commercial
subjects (e.g. AVON campaigns), employees, public,
individuals
Product of social marketing campaigns - idea or service
(intangible)
Social marketing as “selling ideas”:
- some ideas borders to ideology
- who can tell what ideas are “good” or “socially beneficial” - it is
“competition of ideas”, but can we in this case trust to “invisible
hand of the market” ?
- Social marketing is sometimes similar to:
Political marketing
... where is the border between politics and ideology?
Church/religious marketing
... can belief be object of marketing?
Ecological/environmental marketing
... can be radical “against everything” without alternatives
Ethical aspects of social marketing
- dangerous branches - religious, politics - ideology, selfinvited “messianism”
- anticommercial, antiglobalization etc. activism destroying the private or public property
- anti-smoking campaigns - health is private goods (that
means we cannot ban anyone to smoke), but none should
threaten other people (public health is public goods) - in
campaign we should speak about public goods
- shocking, impassion - crying children, injured animals,
dying people - may social advertising shock (where is the
border)?
- may “invisible hand” solve this problems, or should the
state regulate it?
Social marketing campaigns “sell” somehow
“unpleasant” or “unwanted” ideas
change your usual behavior - don’t smoke on bus stops
change your pleasant life style - don’t go to your work by car,
but by public traffic
do something unpleasant or waste your time - assort your trash
spend more money - buy food from ecology farming
be embarrassed - go in for a colorectal exam
risk relationships - take the keys from drunken driver
give up leisure time - volunteer
give up looking good - don’t sunbath or get solarium, because
it is dangerous
Other ways to influence public behavior
- may supplement or replace social marketing campaigns
- technology
automatic seat belts, breath analyzer in car lock
- economics
taxes on cigarettes, enforcement for littering
- legal, political
limits for traffic speed of blood alcohol level
- education
AIDS prevention, consequences of smoking
Successful social marketing campaign Planning
- the four steps:
- Analyze - Where are we?
- Aims - Where do we want to be?
- Ways - How to reach the aims?
- Efficiency - How to make the change permanent?
- the campaign is successful in case it reached
premeditatedly set measurable aims
- successfulness in social marketing means permanent and
sustainable change
Key elements of successful social
marketing campaings
1. Take advantage of what is known and has been done
before
- reviewing past and similar campaigns can save money
- if there are strategies, that have been successful before
(towards the same target group), it´s not necessary to make
up new ideas
- saved money can be spent for example for the space in
media
Key elements of successful social
marketing campaings
2. Start with target markets that are most ready for action
- if the campaign is successful in the target group that already
knows the problem, it might be a good argument for the others
- people after a heart attack may be inclined to eat a healthy
diet
- people who tried to quit smoking may be grateful for any
alternative to cigarettes
- relatives of victims of car accidents can be more easily
involved in the campaign for road safety
Key elements of successful social
marketing campaings
3. Promote a single, doable behavior, explaned in simple,
clear terms
- you can explain people why they should eat more
vegetables and fruits, but if you tell them "eat five pieces of
fruit a day“, it will be clearer for them
- you can tell people about the lack of education for children in
Africa, but when you say them "send donation SMS and one
African child will be able to go to school for a week“, they will
understand more easier
Key elements of successful social
marketing campaings
4. Consider incorporating and promoting a tangible object
or service to support the target behavior
- using tangible object is one of the key elements of marketing
the services - they are abstract and „invisible“, while tangible
object can help understanding
- it is possible to persuade people to separate plastics, but if
you point a life vest, which was made from PET bottles and
saved the child's life, people get reason why sort
- AIDS prevention is a complex matter,
the ultimate solution is a condom
Key elements of successful social
marketing campaings
5. Understand and address perceived benefits and costs
- are people affected by the problem that you solve indeed the
ones with whom you should communicate?
- one non-profit organization wanted to convince women mothers to breastfeed their children longer. Research
identified that the problem isn´t that women would not want to
breastfeed, but that they were afraid that if they breastfeed in
public, it will be perceived as problematic, and they did not
feel the support of their partners. The target group so were the
partners and the public, not the women - mothers themselves
Key elements of successful social
marketing campaings
6. Make access easy
- the new behavior should be as easy as possible - especially
in case people are not personally involved in the problem or
should do something wasting their time
- in Czech Republic the „Donor SMS“ is used - it costs 30 CZK
(1,20 EUR). Nowadays many non-profit organisations use it they promote it on their internet pages or in beneficial TV
programs (running for example before Christmas). Formerly
you should go with Payment Order to your bank or Post
Office, now you simply send SMS
Key elements of successful social
marketing campaings
7. Develop atention-getting and motivational messages
- adoption will be easy in case people understand and
remember it - understand the message and the
consequences of refusing
Key elements of successful social
marketing campaings
8. Use appropriate media and watch for and exploit
opportunities for audience participation
- people you want to reach can monitor specific media and it
is not necessary to spend money for space in the big national
media. This element is particularly important in the context of
the Internet and Social Networks development (viral and
guerilla marketing)
- in Czech Republic the Three Magi (Twelfth Night) Collection
is organized by the Catholic Church (Caritas). The collection
is carried out by volunteers - children from
Catholic communities - in the costumes of the
Magi. It builds on a tradition that was interrupted
during the Communist period.
Anti-smoking
http://www.youtube.com/watch?v=lEc-Rsv9pMc
http://www.youtube.com/watch?v=wEfOzDZlJuY
http://www.youtube.com/watch?v=ZvsVgu4Bgi4
http://www.youtube.com/watch?v=muNne9qBmMk
http://www.youtube.com/watch?v=sXAlpHSI-d0
http://www.youtube.com/watch?v=0mFl-x_6m-Q
http://www.youtube.com/watch?v=o_BF8l-tT0g&NR=1
http://www.youtube.com/watch?v=i7oX5mRNfAY&NR=1
http://www.youtube.com/watch?v=0hySFt8O11A
http://www.youtube.com/watch?v=gEGLlo8IY5E
http://www.youtube.com/watch?v=JNjunlWUJJI
http://www.youtube.com/watch?v=FZb952X2eLE
http://www.youtube.com/watch?v=eB5HN9uO3Bk
http://www.youtube.com/watch?v=mrbeEmN-EdE
http://www.youtube.com/watch?v=JNlP3ujyYmY&NR=1
http://www.youtube.com/watch?v=aiuxMiwvhZY
http://www.youtube.com/watch?v=EypLrQf3rAA&NR=1
Recommended literature
Andreasen, A., Kotler, P.
Strategic marketing for non-profit sector
Kotler, P., Roberto, N., Lee, N.
Social Marketing: Improving the Quality of Life
www.social-marketing.com etc...
Thank you for your patience:-)