Nonprofits: Non Profit Research

ReferencesRobert D. H. & Associates (2005). THE JOSSEY-BASS HANDBOOK OF NONPROFIT LEADERSHIP & MANAGEMENT (2nd ed.). San Francisco, CA: John Wiley & Sons, Inc.

Marketing is a process of attracting new and potential customers while keeping and improving current customer relationships (Kotler & Armstrong, 2014, p.26). Good marketing strategies are the needs of any organisations including non-profit organisations. Applying strong and wise strategies is a way to attract more customers as well as achieve organisational goals and sales. Some of the biggest non-profit organisations today are Salvation Army, Red Cross, Hospice, and so on, who provide charitable programs and family stores around the world in order to sell second-hand products to people and improve the social living conditions. This academic essay will particularly look at the Salvation Army Organisation. With the aims of preventing poverty, social and spiritual distress, Salvation Army has an operation of 126 subsidiaries coordinated by the Headquarters in London (The Salvation Army, n.d.). In this essay, the five different promotion techniques employed by the mentioned family store will be examined in accordance with the marketing concepts. Each technique will be discussed in terms of the viability and feasibility that help the store promote its products, attract more customers, and especially meet its objectives and improve sales. Finally, some suggestions to improve the sales, attract customers and donors will be given.

The diversity of nonprofit organizations, services provided and the problems faced shows that nonprofits require leadership with an in-depth understanding of the multifaceted nonprofit landscape. Understanding the culture of nonprofit work is also crucial and much easier to understand once you have been through a nonprofit management program. My career interests lead me towards an avocation of a deeper knowledge of strategic management/planning, legal structure and standards, increase my skills in quantitative analysis of policy, financial governance and developing fundraising strategies. These areas allow for macro management within the nonprofit

It challenged my ideas of non-profits and got me to see the connections between bot for-profit and non-profits share that makes them successful. Robert did an excellent job showing connections and success stories while sharing his experiences, but he also didn't shy away from the ugliness allowing me to learn from some mistakes others have made. I agree with Roberts Vision , non-profits do need to be reformed and learn the think differently. I think that his equation Purpose = Profit is becoming more true everyday as we seem companies with a social aspect growing faster and outperforming the long standing companies. The final question I have for Robert is why he chose non-profit? DC central could have from the beginning been a for-profit restaurant with the same type training program and temporary employees but never had the issue of searching of regrants and had the luxury of expanding across the city or nation reaching even more people. This book was giving me more insight into the non-profit world than I every would have had on my own and I am looking forward to Robert being a panelist at Terp-Tank and hearing his insight into all our

In contrast to corporations serving stakeholders and customers; nonprofits are ultimately directed to serving the public or specific groups and audiences. Unlike corporations who distribute a product, nonprofits services are delivered in the form of intangible or tangible products. Boards of these organizations are not structured in the same preciseness as those of major corporations. Companies with large resources have the

Consider an organization of interest to you. This might be a church, a club, a service

1. Connors, T. D. (2001). The Nonprofit Handbook. New York: John Wiley & Sons, Inc. [US].

Stakeholders play a critical role in the management and decision-making process of an organization. An example of a stakeholder includes employees, managers, patients, vendors, suppliers, the community, creditors, customers and the government (Daft, 2013). Also, Daft (2013) says, “Stakeholders are groups “within or outside of the organization that has a stake in the organization’s performance” (p. 23). There are a few differences surrounding stakeholder expectations between non-profit and for-profit organizations. The differences in nonprofit organizations and for-profit business organizations are the direction of activities for the end goal (Daft, 2013). Although it is very difficult to measure the impact that a nonprofit has on society, community, or a particular group as opposed to evaluating an income statement from a for-pro-profit organization. The same level of attention should be paid to stakeholder for nonprofit organizations as stakeholders of for-profit organizations.

These mistakes often lead to problems observed in this case, like a lack of coordination and oversight. the main reason for a marketing / communication plan is to promote the mission and values of the organization to its audience. Marketing in nonprofits basically involves utilizing marketing strategies that promotes the message and the organization.” it is the activity , set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customs, clients, partners and society at large” (Miller, p.12) Marketing is particularly important for a nonprofit organization, as they usually need ways to market their cause to volunteers who would want to help and to donors that will give to their cause (Lake,2015). It is imperative for an organization seeking to grow its presence and sustain its growth to come up with strategies to serve as a guideline for its development, ensure a strong financial foundation, and at the same time, prepare for future challenges. Thus, the marketing plan, provides “the structure and discipline for continuously demonstrating the organization’s value to the community it serves”. Organizations that follow a proper marketing plan are likely to be more successful over those that choose to take a less structured, less organized approach as the Executive Director Suggests in this case. There are various benefits for developing a marketing plan. a carefully planned marketing strategy serves as a map

Due to the growth of competition, marketing has become a vital action for non-profit organizations. According to Thomas Hayes, author of New Strategies in Higher Education Marketing, colleges and universities provide a prime example of this movement in non-profit organizations. The marketing of higher education institutions have regained a respectful volume of prominence and consideration. Nevertheless, just like numerous non-profit organizations, higher education institutions usually take a sales angle approach to marketing. The sales angle is predominantly an aggressive campaign through advertising and individual selling. In marketing higher education, an incredible burden has

A non-profit organization cannot be effectively managed if it is not effectively planned. One of the challenges facing non-profit organizations has been long range, strategic planning. Long range, strategic planning in the non-profit sector is essential to the success of an organization. Long range, strategic planning encompasses broad policy and direction setting, internal and external assessments, attention to key stakeholders, the identification of key issues, development of strategies to deal with each issue, decision making, action and the continuous monitoring of results. (Herman, The Jossey-Bass Handbook of Nonprofit Leadership and Management, 154) While it is important to deal with the short term planning and activities of non-profits, managers or directors must consider the future of their organizations. Successful planning should be comprehensive, integrating all areas of responsibility of an organization.

Through the years, marketers have invented ever-more sophisticated ways to develop organizational position statements. Lots of these methodologies work, and you can spend big money with consultants on finely crafted and focus-group-tested positioning statements. At the same time, for nonprofits, the simpler approach advocated by the marketing savant Harry Beckwith may achieve much the same result at considerably lower cost and effort. I think of Beckwith whenever I find myself confronted with a classic “elevator test” moment. You strike up a conversation in an elevator, on the subway, in the line at Starbucks and the question soon arises: What do you do? The challenge is how to answer that question in an interesting, compelling manner that invites further questions about your organization, but that does not bog down in jargon or too much detail. You don’t have much time — maybe two sentences at most. So what do you include? What do you leave out? What’s your answer to the elevator test? Lest you think this exercise trivial, recall that everyone on the staff of your nonprofit gets asked the “what do you do?” question, in various forms, every day. In that sense, everyone on staff is a marketer, albeit rarely trained as such. Do you know how your staff is responding? Do you have any

Non-profit organizations do not belong to the commercial sector or the public sector, but occupy an intermediate position. It gives

Strategic Planning is the best approach I think it will benefit the nonprofit organization like Goodwill Industries because the organization can benefit from their strongest capabilities, exploit greatest

A Non-profit Organisation (NPO) is an establishment that uses its funding for the pursuit of a specific purpose such as for a charitable cause (Lorette, 2015). It is different from a for-profit organisation as its objective is to provide greater good to the society rather than to maximise the wealth of its stakeholders. The surplus revenues of an NPO are used for either its expansion, self-preservation or plans and no part of the profit is distributed to its members. NPOs are increasingly starting to operate like traditional business organisations as strategic planning and marketing is imperative for their survival.