Marketing NPOs
- Created by: Sess
- Created on: 11-05-15 10:18
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- 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
- The charity developes a clear vision with a long term strategy
- Lindsay & Murphy (1996)
- Tapp et al 1999 tutorial paper
- 1) Cause
- 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?
- Engagement
- 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
- Advertising
- Their role
- Strategic Orientations
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