No one will tell you that they have cross the sales target of ten million this year. The customers have nothing to do with it. It can also create negative impact that the certain organization is earning so much and providing such little value to their customers. Yet, social marketing case, now organizations are engaging them for social causes as well and telling the world about their accomplishment for the social cause, but this is very rare and most of such activities are very much targeted for their own customers or organization. It has nothing to do with well being of society.
Top management leading the marketing from the front:
The top managers are the biggest part of the marketing campaigns of the non-profit organizations. They have to come forward and show them what they are doing for the cause by themselves so that the customers will be influenced. The credibility of the leader makes a drastic impact on the marketing campaign of the non-profit organization. They need to show themselves working hard for the cause and they need to have potential to influence the people to direct them to work for the cause. Simply means directing them to become their customers. But in profitable organizations, mostly top management remains at the back, just providing the guiding principles and developing broad strategies. They have nothing to do with specific tasks. Even it is very rare that they show them on any of their own promotional campaigns. They have nothing to do with their customers. Their only duty is to design and implement the organizational strategy, monitor the working and control if change is required.
STRATEGIC MARKETING PLAN for NON-PROFIT ORGANIZATIONS
It consists of eight steps that are:
Develop the Goals:
The first step to the marketing plan is to develop the goals. These goals should be in quantity form and should realistic as well. The goals must revolve around the basic cause of the non-profit organization.
Situation Analysis:
This step is of considerable importance but it is mostly overlooked by the marketers. This step includes the evaluation of internal, market and external conditions. The internal conditions include values, skills, staff, systems, and structures, the market conditions include e funding climate, a comparative analysis of other organizations, and the organizational niche or distinctive competence while the external conditions include social, cultural, technological, ecological, economic, and political factor. The conditions analysis can be done through primary and secondary research. The primary research can be done through focus groups and interviews while the secondary research can be obtained through the literature review of the current trends.
Market Analysis and Segmentation:
For non-profit organizations, mostly the market is segmented through demographic factors. It is due to the reason the spiritual and holy motivation mostly drives people towards such sector. The largest potential market ideal for your cause is your target market.
Developing Criteria and Selecting Target Market:
After segmenting the market properly, then the organization should develop the criteria based on their cause or story. The target market should be selected through the largest possible population that is supporting the criteria.
Develop Market Strategies for Target Market:
Now it is the time to plan how to communicate the cause of the organization with their target market. This communication should not only include that particular cause but also mention what organization wants, what they expect from their customers and what they want to achieve for the cause in the near future.
Programs and Services:
After...
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