Marketing Issues
- Generating Qualified Leads
- Building Customer Loyalty and Referrals
- Launching a new product or service
- Finding new markets
- Making effective, presentations
- Using the Internet to beef up your marketing
- Marketing professionally with a downsized staff
- Marketing for your not-for-profit organization
Marketing Tools
Nonprofit organizations include a wide variety of activist, civic, religious, public service, and public broadcasting originations that work in the public interest rather than the goal of making money and may operate at the local, state, national, or international level. The nonprofit sector in the United States is large, diverse, and growing. Most recent data indicates that 501 (c) (3) organizations have grown by 70% from 1991 to 2001. There were nearly 300,000 reporting charitable nonprofits in the U.S. , in 2004. There were over 140,000 organizations that fall under the other 501 (c) subsections.
Experts agree that this phenomenal, growth, combined with a myriad of worldwide trends, requires that an understanding of marketing principles and practices has become a prerequisite for nonprofits success. Incorporating a marketing perspective has the following benefits:
The experts at Scenario-d have a clear understanding of the importance marketing plays in the success of today’s nonprofits. Moreover, we have learned through two decades working with nonprofits, that the application of marketing is not straightforward. In fact, important adjustments are mandatory. We know what these adjustments are and how to make them. We offer the following areas of marketing applications to nonprofits of all sizes and varying missions:
- Marketing offers a new paradigm that is more appropriate for the current environment in which nonprofits must operate. This environment is now global, replete with additional profit and nonprofit competitors; requires full transparency and accountability; and, faces the pros and cons of the retiring Baby Boomers.
- Marketing introduces measures of performance into the nonprofit sector that are more valid and reliable. In addition to metrics of social responsibility, marketing performance measures such as market share, incremental sales, and return-on-investment, can be applied consistently to nonprofits and allow nonprofits to gauge success in a more relevant manner.
- Marketing introduces a terminology into the nonprofit sector that better aligns the tasks performed by nonprofits with the reality of the marketplace. While thinking of clients, the homeless, or donors as customers seems to be at first trivial and alien in the nonprofit sector, it becomes meaningful when a nonprofit organization reformulates its thinking to position a client as someone giving up something of value.
● Creation of a comprehensive marketing research plan and/or an assessment of existing marketing research
● Creation of a complete marketing plan, along with the delineation of specific strategies and tactics; as well as measures of effectiveness
● Creation of an integrated, marketing communication strategy; including advertising, public relations, promotion, and media planning, with a focus on the Internet
● Creation of a comprehensive fund raising plan, based on the parameters established in the marketing plan
● A half day workshop on “Marketing for Nonprofits”
We at Scenario d are empathetic to the tremendous problems faced by 21 st Century nonprofits. We bring knowledge, experience, and compassion to an industry that desperately needs to understand marketing and its applications.
