Marketing Nathalie Dens
Not-for-profit (NFP) and Social marketing
Social Marketing
- Products
o Tangible, physical products
Condoms, biodegradable products
o Services
Medical exams, education, green transport
o Practices
Eating healthy, recycling, donating to charities, saving money, driving safely
o Intangible ideas
Environmental protection, human rights, gender equality
- Differences with commercial marketing
o Proposition
NFP offerings have weaker unique selling proposition, are weaker direct benefits,
relates to audience benefit gained from undertaking a specific desired behavior
Giving to charity gives us a sense of doing good but this feeling may
not be sufficient to induce many people to give
Not drinking and driving saves lives
o Price
has different connotations, can be perceived as incentives and costs of (not) taking
up a particular desired behavior => ex price of demarketing cocaine
Incentive to stop using cocaine = removal of psychological and physiological
problems
Cost to stop using cocaine = loss of self-confidence or feeling of having fun
o Involvement
displays more extreme tendencies
People often either really engage with a charity, political party or social cause
or show strong reactions against them
o Segmentation
necessary to develop a campaign to drive behavior in all targets specific
audience/segment
Health promotion campaign might encourage all adults to eat 5 portions of
fruit a day although young children may need specific targeted messages
o Marketing strategy
needs to be check against the environment, available resources, organization’s social
values
Mission statement focus on causes, exist to solve a particular societal
problem being the best in the market, profit in commercial marketing
Demarketing:
use of marketing techniques to discourage demand for particular proposition
1
Not-for-profit (NFP) and Social marketing
Social Marketing
- Products
o Tangible, physical products
Condoms, biodegradable products
o Services
Medical exams, education, green transport
o Practices
Eating healthy, recycling, donating to charities, saving money, driving safely
o Intangible ideas
Environmental protection, human rights, gender equality
- Differences with commercial marketing
o Proposition
NFP offerings have weaker unique selling proposition, are weaker direct benefits,
relates to audience benefit gained from undertaking a specific desired behavior
Giving to charity gives us a sense of doing good but this feeling may
not be sufficient to induce many people to give
Not drinking and driving saves lives
o Price
has different connotations, can be perceived as incentives and costs of (not) taking
up a particular desired behavior => ex price of demarketing cocaine
Incentive to stop using cocaine = removal of psychological and physiological
problems
Cost to stop using cocaine = loss of self-confidence or feeling of having fun
o Involvement
displays more extreme tendencies
People often either really engage with a charity, political party or social cause
or show strong reactions against them
o Segmentation
necessary to develop a campaign to drive behavior in all targets specific
audience/segment
Health promotion campaign might encourage all adults to eat 5 portions of
fruit a day although young children may need specific targeted messages
o Marketing strategy
needs to be check against the environment, available resources, organization’s social
values
Mission statement focus on causes, exist to solve a particular societal
problem being the best in the market, profit in commercial marketing
Demarketing:
use of marketing techniques to discourage demand for particular proposition
1
