Economy

What is nonprofit marketing? »Its definition and meaning

Anonim

Non-profit marketing is one made up of a group of activities related to exchanges carried out by non-profit organizations, regardless of whether they are public or private. Its objectives are oriented towards achieving social benefits for its public and for society in general.

The basic elements within the marketing application process in non-profit companies are similar to that applied in the profit-making sector.

The first thing to do is determine the needs of the target audience you intend to serve and establish an offer that can satisfy them.

The product that is delivered within the non-profit marketing is mostly a service, therefore, there is no price as such when acquiring it. For example, when attending a church, the priest shares the sermon with the parishioners, who are the ones who receive the service.

Currently, there are a variety of non-profit companies, so it is necessary to classify them to analyze their characteristics. Some of them are: religious organizations (churches, convents, etc.); cultural organizations (theaters, orchestras…); philanthropic organizations (charitable hospitals, charities…); professional organizations (unions, professional associations…); among others.

The main characteristics of non-profit companies are:

The target audience is divided into two groups: taxpayers and customers. So for each one the application of a different type of marketing will be necessary.

They are not subject to market pressure.

They offer more services and ideas than tangible products; This causes a double difficulty, the one that comes from the services and those related to the non-profit nature of the company. As there is intangibility in the exchange of services or ideas, it becomes complex to quantify the services achieved by both the company and the client and in the absence of a competitive market situation, it is difficult to find out if the objectives were achieved, since there is a benchmark in terms of results.

They are projected as an objective, the change of certain behaviors, which at first can be satisfactory for people.

Non-profit services often do not include non-monetary costs, for example; physical (organ donation), social (attending an NGO), etc., so the benefits generated may not be tangible. As they provide benefits that involve behavior modifications, they should be studied in the long term so that they can be observed more accurately.