PADM 7040 Nonprofit Management
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Transcript PADM 7040 Nonprofit Management
PADM 7040
Nonprofit Management
Chapters 1 & 2 Overview
Jerry Merwin
Chapters 1 & 2 Overview
I. DEVELOPING A CUSTOMER
ORIENTATION.
Chapter 1. The Growth and Development
of Nonprofit Marketing.
Chapter 2. Developing a CustomerCentered Mind-Set.
Weeks 1 & 2 Overview (2)
I also want to clarify a few things about our topics
that might not be covered clearly in the textbooks.
First, let me explain that we generally talk about three
types of organizations:
Private – or “for profit” – the typical business
Public – government organizations, including federal,
state, and local (city or county)
Nonprofit – organizations created for some specific
purpose, generally for the public good, and typically
incorporated, with a board of directors, staff, and
volunteers
“The primary purpose of nonprofits is to involve people
in promoting the common good,” (Nonprofit Quarterly
Newsletter, October 2003, Issue 27, copied from web
August 21, 2005).
Weeks 1 & 2 Overview (3)
There are many similarities among these three types
of organizations and some important differences.
Nonprofits are regulated by the Internal Revenue
Service (IRS).
While there are many types of nonprofits, as defined
by the IRS, I believe our focus is the 501(c)(3).
The 501(c)(3) represents the number of the Internal
Revenue Code (IRC) for the law covering charitable
organizations.
These organizations are called charitable, or “tax
exempt” in that contributors can deduct donations to
these organizations from their income tax.
Weeks 1 & 2 Overview (4)
Go to the IRS web site to learn more about
“charitable organizations” and the
requirements.
Check to see if the organization you are
researching is classified as a 501(c)(3).
If not, please be sure to find out how the IRS
classifies the organization.
It might still be OK to use the organization for
your project, but check this early in your
research and let me know.
Strategic Marketing for NonProfit
Organizations Chapter 1
Our first chapter in the marketing book
gives us a good introduction to both
nonprofits and the role of marketing.
You can get a good idea of some of the issues
facing nonprofits today.
It is possible you will learn some things you
did not know before about nonprofits and their
importance.
You might wonder why marketing could be
seen as undesirable…
Be sure to pay attention to the ethical issues.
Strategic Marketing for NonProfit
Organizations Chapter 1
The Growth and Development of
Nonprofit Marketing
How can PDAs be useful to nonprofits or
NGOs?
Which of the myths (on page 4) were part
of your belief system before reading this
book?
Why study nonprofit marketing? (page 5)
Where did the idea of nonprofit
marketing originate? (page 7)
Strategic Marketing for NonProfit
Organizations Chapter 1 (continued)
The Growth and Development of
Nonprofit Marketing
What are the four important
developments carried over from the end
of the 20th century? (pages 8-10)
Growth of social marketing
International dimension of nonprofit
marketing
Corporate involvement in nonprofit sector
Ethics
Strategic Marketing for NonProfit
Organizations Chapter 1 (continued)
The Growth and Development of Nonprofit
Marketing
What is the fundamental objective of this book?
(page 10)
“Provides concepts, techniques, illustrations…”
(Andreasen & Kotler, page 10)
What are the basic premises of the book?
“Marketing goes on everywhere in the
nonprofit!” (A&K, p. 10) Any examples?
Characteristics of first-rate marketer
are? (A&K, p. 10)
Strategic Marketing for NonProfit
Organizations Chapter 1 (continued)
The Growth and Development of
Nonprofit Marketing
Explain the evolution of nonprofit
organizations. (A&K, p. 11)
What are the “central contradictions” related
to nonprofit (according to P. D. Hall, p. 12)?
What strikes you about the top 15
nonacademic nonprofits listed on page 13?
How important is the nonprofit sector:
In the U.S.? (p. 14)
In the world? (pp. 14-15)
Strategic Marketing for NonProfit
Organizations Chapter 1 (continued)
The Growth and Development of
Nonprofit Marketing
What explanations do Andreasen and
Kotler offer for the cross-country
differences? (p. 17)
Explain cross-sector confusion. (p. 18)
How are nonprofit classified? (p. 20)
What is the national taxonomy of taxexempt entities? (p. 21)
Strategic Marketing for NonProfit
Organizations Chapter 1 (continued)
The Growth and Development of Nonprofit
Marketing
What is meant by “managerially relevant
classification?” (Andreasen and Kotler, p. 22)
Environment?
Donative?
Scrutiny?
View of Marketing as Undesirable?
Volunteers?
Performance Judged by Nonmarketing Standards?
Nature of Exchanges? (p. 26)
See the Table 1-5 (p. 27) Cost/Benefit Matrix for the Profit/Nonprofit
Sector
Strategic Marketing for NonProfit
Organizations Chapter 1 (continued)
The Growth and Development of
Nonprofit Marketing
Explain the “uniqueness of nonprofit
marketing?” (Andreasen and Kotler, p. 28)
What are the “ethical challenges in the
nonprofit sector?” (Andreasen and Kotler, p. 29)
See the Exhibit 1-1 on page 30
Strategic Marketing for NonProfit
Organizations Chapter 1
Some questions for consideration:
Why is the legal status of the nonprofit
important in the U.S.?
How is marketing different for nonprofit
organizations?
Cases and Applications in NonProfit Management
Case 34 Three Go-Arounds Toward
Assessing a Nonprofit
Read the “Instructions and Questions” at
the end of the case (Page 168) and
consider how they might help in the
class project on the Nonprofit Overview.
Look at the “Web Links” page on our
class web site and go to the pages for
the Drucker Foundation and learn
more about the Self-Assessment Tool.
Strategic Marketing for NonProfit
Organizations Chapter 2
Developing a Customer-Centered Mind-Set
What is a customer-centered or marketing
mindset and why is it important?
Explain the “Boundaries of Marketing”
according to Andreasen and Kotler (pp. 38-40)
Outline “Evolution of Marketing
Philosophy” & relate to nonprofits. (pp. 40-43)
What are customer-centered
organizations? (p. 44)
How can one detect “an organizationcentered orientation?” (p. 45-49)
Strategic Marketing for NonProfit
Organizations Chapter 2
Developing a Customer-Centered Mind-Set
How can we determine if nonprofit
managers have a customer-centered or
marketing mindset? (p. 49-55)
Why is research seen as important to the
customer-centered organization? (p. 51)
Explain some of the issues in introducing a
customer orientation to a nonprofit. (p. 55-56)
Can the organization go too far with a
customer-centered orientation? (p. 56-57)
Cases and Applications in NonProfit Management
Case 11 Dinosaurs Are Extinct:
Should the Museum Be, Too?
How did the museum get into trouble?
What are the responsibilities of the
different groups involved (Board,
management, members)?
Some Discussion Questions
Thread 1: Choose one question Why is the legal status of the nonprofit
important in the U.S.?
How is marketing different for nonprofit
organizations?
Thread 2: Choose one question Why is research seen as important to the
customer-centered organization?
Explain some of the issues in introducing a
customer orientation to a nonprofit.