Marketing NPOs

  • Created by: Sess
  • Created on: 11-05-15 10:18
View mindmap
  • Marketing NPOs
    • Strategic Orientations
      • 1) Cause
        • The starting point. May be the only orientation a charity adopts
        • The Charity has clearly defined aims, identifiable by all
        • Fund raising is directly to solve  their objectives
        • Simple, direct appeals with a sense of urgency may be generated
        • Emotional message to get donors to donate out of sympathy
        • The charitiys name and logo will be fundamental at this stage
      • 2) Funding
        • competing charities and diminishing public interest mean the charity gets increasingly less money
        • So the charity becomes more pro-active in its fund raising or it finds a new cause to support
        • Resource allocation is less important than fund raising
        • Charities segment their donor makrketing and target them in different ways to build captial reserve
        • A complex emotive message will be generated to 'push the right buttons''
        • Looks to develop relationships with donors
        • Faces competition from similar charities
      • 3) Need
        • The charity developes a clear vision with a long term strategy
          • Its vision will be shared by all stakeholders and it will help the charity resist branching out of its niche
        • Efforts are now more in to allocation of resources
        • The charity will focus on the solution of the problem and will see fundraising as success from portrayal of vision correctly
          • The focus on solution may result in the charity rebranding itself with a name change, possibly to widen prospects
        • The charity at this pont should have a loyal following . But it may become a fashion trend eg kony 2012
      • Lindsay & Murphy (1996)
      • Tapp et al 1999 tutorial paper
    • Marketing Communications
      • Their role
        • Engagement
          • What are the audience's engagement needs?
          • How can we interact with them on their terms (e.g. through 1-1 or group discussion)
        • Audiences
          • Who do we need to communicate with
          • What are their info processing needs and behaviours?
        • Responses
          • What are the desired outcomes? Changes in behaviour or belieds?
      • AIDA Model
        • Used to design effective messages
        • Lewis 1898
        • 1) Attention
          • Get attention
        • 2) Interest
          • Hold Interest
        • 3) Desire
          • Aroused desire to help
        • 4) Action
          • Obtain action, eg. get customer to donate
      • Communications Mix
        • Advertising
          • A paid form of personal presentation and promotion by an organisation
        • Personal Selling
          • A personal presentation by reps from the charity team
        • Public Relations
          • Building a good company image through managing rumours
        • Direct Selling
          • Communication targeted towards at companies or individuals through a variety of methods
        • Sales
          • Short term incentives to donate money


No comments have yet been made

Similar Marketing resources:

See all Marketing resources »See all Cheese resources »