Marketing NotForProfit Organizations

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Marketing Not-For-ProfitOrganizations
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Not-For-Profit Organizations

• Mission-Driven
• Profit Revenues in Excess of Costs
• Strictly regulated by government
• Often managed by a Board of Trustees
• Typically have a staff person who runs the
  day-to-day
• EVP, President, Exec Director, Administrator

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Purpose I

• Social
• Fill a need in the community
• Hospitals Methodist, Memorial Hermann
• Education Rice, Columbia, LCU
• Health United Cerebral Palsy, American Cancer
  Society
• Community Service Red Cross, Rotary
• Arts Alley Theater, Childrens Museum
• Professional Associations AMA2, ABA, ASCE, NAHB,
  DMA

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Purpose II

• Political
• Represent the goals of special interest groups
• Think Tanks Rand, Bell
• Special Interest Groups AARP, NRA, MADD
• Professional Associations AMA2, ABA, ASCE, NAHB,
  DMA
• Political Parties GOP, DEM, Green, Lib
• PACs Political Action Committees

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Purpose III

• Business
• Professional Associations AMA2, ABA, ASCE,
  NAHB, DMA
• Industry Associations National Cattlemen's Beef
  Association and the Beef Board Got Milk Folks
• Primary functions are promotion of industrys
  products, membership education, politics
• Chambers of Commerce economic development

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Revenue Sources

• Fees for service
• Membership
• Donations
• Grants
• Government
• Private United Way, SBC gave 50K to LSO
• Fund Raising Events

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Given Sources of Revenues,Who Are Customers?

• Often think in terms of stakeholders
• Constituents
• Donors
• Society
• Government
• Members
• Note that different stakeholders have different
  needs

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Marketing Tools

• Direct Mail
• Public Service Announcements (PSA)
• Publicity
• Promotional Events Fun Runs, Great American
  Smoke-Out
• Development Grant Applications Personal Selling