Course in nonprofit and public marketing

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Course in non-profit and public marketing

• Lecture 1
• Introduction

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Which nonprofit organisations can you think of?

• Brainstorm 5 minutes with the student next to
  you.

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Course in Non-profit and Public Marketing

• Introduction to Non-Profit marketing
• Helge Kvam, Former Red Cross Denmark
  Communication Officer
• Marketing tools and techniques in a non-profit
  world
• Communication campaigns
• Changing behaviour through communication?
• Maria Dinesen from County of Northern Jutland
  Making people drive in a safe and sober way
• Fundraising
• Casework

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Today

• Presentation of the course in Non-profit and
  public marketing
• What is special for non-profit and public
  marketing?
• Theoretical approach Sargeant and Kotler and
  Andreasens view on what is
• Non-profit marketing
• Differences between non-profit and profit
  marketing
• Excercise Profit and Non-profit marketing
  differences and similarities

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Central questions in the course

• Can you sell brotherhood like soap? Rothschild,
  1979
• Can you sell ideas and things to people they
  dont like or dont want?
• Can you make people change behaviour?
• How and with whom do you communicate in the
  non-profit sector?

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What is non-profit and public marketing?

• Marketing has (had) a bad image in particularly
  nonprofit circles
• Change in the definition of marketing not just
  the provision of goods and services at a profit
• Now satisfaction of consumer wants and
  sensitively serve the needs of a given society
  (Sargeant)

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Marketing text books

• 29,149 on marketing
• 128 on nonprofit marketing
• amazon.com 343.498 hits on marketing, 1642 hits
  on nonprofit marketing
• Two scholarly journals
• Journal of Nonprofit and Public sector marketing
• International Journal of Nonprofit and Voluntary
  Sector Marketing (2005)
• 10 journals on Nonprofit marketing 252 journals
  on marketing.

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Terms used about the sector

• The third sector
• The independent sector
• The non-for-profit sector
• The nonprofit sector
• The charitable sector
• The voluntary sector
• Etc.

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Three sectors
Government
Private sector
Third sector
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The private sector Adam Smith (1776)

• It is not from the benevolence of the butcher,
  the brewer, or the baker that we expect our
  dinner, but from their regard to their own
  self-interest. We address ourselves, not to their
  humanity but to their self-love, and never talk
  to them of our own necessities but of their own
  advantages

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The public sector

• The States has the responsibility
• Concerned with the proper use of public
  monies (Chapman and Cowdell, 1998, in Sargeant,
  2005, p.4)
• The most widespread, popular and fundamental
  needs are funded by the public sector other
  needs simply neglected

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The third sector

• It the third sector embodies the sense of
  responsibility of private persons towards the
  welfare of their fellows. It is the meeting by
  private enterprise of a public need (Nathan
  1952, in Sargeant, 2005, p. 4)

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Myths about the non-profit sector

• An insignificant sector
• Only some importance in North America
• Mostly small local organisations specialised in
  narrow domains
• Nonprofits are run by do-gooders with little
  interest in efficent mangement and a negative
  attitude towards marketing.
• Important missions, but mundane challenges
  compared to real businesses
• Nonprofits a poor career move
• Even little involvement for businesses good PR.

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Why relevant?

• a discipline that applies whenever one has the
  challenge of influencing the behaviour of others
  in any setting
• BUT important differences exist

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Differences between profit and non-profit
marketing?

• Brainstorm 5 minutes with the student next to
  you.
• Can you think of any differences?

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Unique aspects of nonprofit marketing

• Little available secondary data
• Often controversial or taboo topics difficult
  to assure reliable research data from consumers
• People are asked to make sacrifices for causes
  they are not really enthousiastic about

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More unique aspects

• Consumers are asked to make 180 degree shifts in
  attitudes and behaviour
• Offers cant be modified
• Complex matters at times
• The benefits from the sacrefice is not evident
• The changes to be marketed involve intangible
  social and psychological benefits difficultly
  portrayed in marketing

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Profit and nonprofit websites

• Differences and similarities?
• Who are the receivers/stakeholders?
• What effects and techniques are used?

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Next time

• Former Communication Officer Helge Kvam from Red
  Cross Denmark.
• Please read Chapter 2 in Sargeants book.