Transcript Beckman PowerPoint Presentation

An intro to Marketing
Slide 1
Page 20
• NPO’s also need marketing people, eg
Heart & Stroke Foundation, Canadian
Cancer Society, Ducks Unlimited,
Canadian Wildlife Federation, Outward
Bound
From Basic Marketing, Shapiro, 9th Cdn Ed.
ppt slides created by Prof. Tim Richardson
Marketing for NPO’s
An intro to Marketing
Slide 2
Non Profit Organizations
•
•
•
•
•
•
Churches
Associations
Art groups
Music groups
Dance and performance groups (eg. Caribana)
Government services (eg. Police, fire)
all of these groups need marketing to get
participants
From Basic Marketing, Shapiro, 9th Cdn Ed.
ppt slides created by Prof. Tim Richardson
An intro to Marketing
Slide 3
NPO marketing, example
From Basic Marketing, Shapiro, 9th Cdn Ed.
ppt slides created by Prof. Tim Richardson
An intro to Marketing
Slide 4
Marketing Concept applied in
NonProfit Organizations - NPO’s
• The purpose is Advocacy advertising
• Some NPO’s have to “market” in order
to maintain their position in the
community otherwise they will cease to
exist
• Some NPO’s operate businesses that
sell products or services in order to
Page 22
raise money
From Basic Marketing, Shapiro, 9th Cdn Ed.
ppt slides created by Prof. Tim Richardson
An intro to Marketing
Slide 5
Marketing Concept - NPO’s
• In the text it mentions “… a shelter for
the homeless may fail if supporters
focus on AIDS education…”
• This is one reason who health related
NPO’s market aggressively since their
donations usually come from the same
audience
eg. Some people say Cancer research has faltered
due to the popularity of raising money for AIDS
From Basic Marketing, Shapiro, 9th Cdn Ed.
ppt slides created by Prof. Tim Richardson
An intro to Marketing
Slide 6
Marketing Concept - NPO’s
Profit is not measured the same way
• Profit can be in terms of money raised for
research
- or the number of people that quit smoking
- of the number of people that give blood
page 45
From Basic Marketing, Shapiro, 9th Cdn Ed.
ppt slides created by Prof. Tim Richardson
An intro to Marketing
Slide 7
Marketing Concept - NPO’s
Volunteers are necessary to perform the
services - but there are problems with
having non-professional, non-permanent
staff
Volunteers do what they want to do, and
this may not fit with the objectives
eg. Fashion show
From Basic Marketing, Shapiro, 9th Cdn Ed.
ppt slides created by Prof. Tim Richardson