Special aspects of Service Marketing
According
to The American Marketing Association, services are activities, benefits and
satisfactions which are offered for sale or are provided in connection with the
sale of goods. Basically, services are an activity or series of activities
taken place by interaction between customers and service employees.
Famous
theories, Kotler described services as an activity or benefit that one party
can offer to another that is essentially benefit that one party can offer to
another that is essentially intangible and does not result is the ownership of
anything. Its intangible and does not result is the ownership of anything. Its
production may or may not be tied to a physical product.
Non-profit
Marketing
Non-profit marketing is the use of marketing tactics by a non-profit organization.
Marketing goals may include promoting the organization and its message, raising
funds, encouraging membership, engaging volunteers, and driving political or
social change.
Marketing is as important for non-profit organizations as it is for
businesses and uses many of the same marketing strategies to
connect with donors and volunteers.
Non-profit
marketing is the use of marketing strategies and tactics to raise awareness,
solicit funds and encourage support for a non-profit organization and its
cause.
How Non-profit
Marketing Works
Non-profit marketing works
by serving multiple functions in keeping charitable organizations running.
1.
Creating
awareness. Like any
business brand, a non-profit must make its audience aware of the organization
and the causes it supports.
2.
Promoting
a cause and services. Donors, volunteers,
and groups the non-profit works with need to know about the work the
organization is doing.
3.
Fundraising. Non-profits
rely on donations to
pursue their charitable initiatives. Fundraising is an essential function of non-profit
marketing, and it can take the form of encouraging general donations or promoting
specific fundraising events or campaigns.
4.
Encouraging
memberships and recurring donations. Non-profit marketing should be used to encourage long-term
membership. This increases the relationships that the non-profit can draw on
for fundraising initiatives and helps provide recurring donations.
5.
Engaging
volunteers. Most
non-profits need people to act or participate in initiatives, as well as
donate.
6.
Driving
political and social change. Skilful
non-profit marketing can put pressure on opinion leaders, politicians, and
ordinary people to create social and political changes addressing the non-profit’s
causes.
7.
Raise funds. Marketing can help you solicit donations and
funds required to operate and grow your non-profit organization. This can be
done in various ways, such as communicating the donation process and how your non-profit
makes use of the money.
8.
Establish an
image. For a non-profit to
thrive and grow, it needs to establish a powerful, reliable image in front of
its target audience. Marketing helps reinforce an organization’s mission and
values, which can build positive associations with the non-profit’s name over
time.
9.
Seek
volunteers and partners. Marketing
can encourage more people to participate in your organization’s events and
activities. It can also help catch the attention of potential businesses who
want to assist in furthering your cause or form mutually beneficial
partnerships with your non-profit.
Examples
of Non-profit Marketing
No matter what specific goals are pursued using non-profit
marketing, most campaigns fall into one of four categories.
1.
Traditional
fundraising asks
consumers to make a monetary donation to a cause or charitable campaign. Some
businesses partner with non-profits to create long-term fundraising around causes that their employees
care about.
2.
Consumer
charity is a
partnership with a for-profit business that encourages consumers to use their
purchasing power to assist charitable organizations. This usually takes the
form of cause marketing, in which consumers buy products because part of the
purchase price will be donated to a specific cause.
3.
Message-focused
campaigns attempt
to build awareness, encourage political change, or affect consumer behaviour.
They are generally paired with or followed by specific fundraising or volunteer
sign-up campaigns.
4.
Event
marketing is
focused on a single charitable drive or promotional event, usually one at which
donations will be collected or the cost of admission will go directly to the non-profit.
These marketing initiatives often include a special guest or celebrity partner
whose public image and connections are used to drive attendance.
Tips
for Marketing a Non-profit
Non-profits can use and adapt many of the tactics that traditional
marketers use. A solid understanding of traditional marketing techniques is
as essential for marketing a non-profit as it is for marketing a business.
1.
Understand
your audience. Every
marketing campaign should have a target
audience in mind.
Knowing what demographic group, you are trying to reach will inform every
aspect of your campaign.
2.
Have a
goal. Are you trying
to raise money or awareness? Encourage volunteering? Promote a political cause?
Every marketing campaign needs a concrete
goal to be
successful.
3.
Make it
personal. Consumers are more
likely to respond to the stories of individuals than broad groups. Make your
campaign feel personal to appeal to your audience's emotions and drive action.
4.
Segment your
list. Like any
business, you will be better able to communicate with your audience if
you segment
your list into
groups based on demographic information and other traits. Use these segments to
tailor your messaging and calls to
action.
5.
Use current
events. Is there a
story related to your cause in the news? Take advantage of that public
awareness to create a timely marketing campaign.
6.
Follow up with
donors and volunteers. Non-profits
need systems in place to keep up with people who are already involved. Use a
variety of email, direct mail, phone calls, and other marketing tools to
encourage past donors and volunteers to stay active.
Platforms for Non-profit
Marketing
Non-profits
can take advantage of many of the same platforms for marketing that for-profit
businesses use. The main difference is often that non-profits have a smaller
budget and must be strategic about how they contact donors and spread the word
about their work.
1.
Social
media. Platforms like
Facebook, Twitter, and Instagram can be used to share important information,
keep in touch with your audience, and comment on current events.
2.
Online
ads. Take advantage of programs
like Google's ad grants to run targeted campaigns at no expense.
3.
Search engine
optimization. Use SEO techniques to drive visitors to your website,
where you can encourage them to volunteer, donate, or sign up to receive news
via your email list.
4.
Partnerships. Corporate and celebrity partnerships allow your non-profit
to take advantage of another organization's brand or connections to drive
publicity and build public involvement in specific events or campaigns.
5.
Email
marketing. Use an email
service provider to
fundraise, welcome new subscribers, spread the word about initiatives,
encourage involvement, and share success stories with your members.
6.
Events. Organizing high-profile events to raise money or
awareness for your cause can create a surge of donations, along with generating
press coverage and increasing public interest.
7.
Public
relations. Like for-profit
businesses, non-profits can use public
relations campaigns
to spread the word about their work, as well as establish their authority and
trustworthiness.
8.
Infographics. Use design tools like Canva to create informative graphics that can
easily share important information with the public through websites, social
media, and blog posts.
9.
Webinars. Use free webinars to educate volunteers, roll out fundraising
campaigns, and answer questions about your work and cause.
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