CHAPTER 17: not-for-profit and social marketing
17.1 introduction
Not-for-profit p.ex WWF, oxfam, rode kruis unicef
Not-for-profit and social marketing
Def: Many of the same marketing principles that are used to sell products and services
to consumers can be used to “sell” ideas, and change attitudes and behaviors
p.ex de warmste week , higlighting that there is a problem and then raising funds
Social marketing
Def: a continuum of social marketing products, use of marketing principals, to help
people engage
• Tangible, physical products p.ex reusable packages, condoms
• Services p.ex green transport
• Practices p.ex during covid, to make us wash our hands
• Intangible ideas p.ex gender equality, climat change
Example: raising awareness is a main goal of social marketing campaigns
Key differences with commercial marketing
• Proposition: Not-for profit offerings have weaker unique selling proposition,
there are weaker direct benefits
• Price has different connotations in not-for-profit situations. ‘Price’ can be
perceived as the incentives and costs of (not) taking up a particular desired
behavior, not monetary
• Involvement in non-business situations displays more extreme tendencies.
People often either really engage with a charity or political party or cause, for
example, or show strong reactions against them
• Segmentation: It may be necessary to develop a campaign to drive behavior in all
targets rather than a specific audience, as in commercial markets (not that
important to not-for-profit, because you want to reach as many people as
possible)
17.2 The Key Characteristics of Not-for-Profit Organizations
, 1. Multiple stakeholders
• Shareholders, charity, employees, customers, supply chain partners
• Many not-for-profits rely on stakeholders to finance the operations
• The communities, the investors,...
• Stakeholder mapping matrix: (this matrix on exam) !!!!
• Engage: important, share sufficient information on a regular basis, they
have a lot of power so engage them, take their ideas with you in the
decision making process
• Inform or satisfy: not looking for updates, basic information, no big
involvement
• Maintain interest: not a lot of power of product, share some information,
don’t take their ideas in the decison making process
• Revive or disregard: not important at all
2. Transparancy
3. Multiple objectives
• In the non-profit sector, performance measurement is challenging, because
a wider set of objectives are used
4. Orientation
• Market orientation
• Mission oriented
17.1 introduction
Not-for-profit p.ex WWF, oxfam, rode kruis unicef
Not-for-profit and social marketing
Def: Many of the same marketing principles that are used to sell products and services
to consumers can be used to “sell” ideas, and change attitudes and behaviors
p.ex de warmste week , higlighting that there is a problem and then raising funds
Social marketing
Def: a continuum of social marketing products, use of marketing principals, to help
people engage
• Tangible, physical products p.ex reusable packages, condoms
• Services p.ex green transport
• Practices p.ex during covid, to make us wash our hands
• Intangible ideas p.ex gender equality, climat change
Example: raising awareness is a main goal of social marketing campaigns
Key differences with commercial marketing
• Proposition: Not-for profit offerings have weaker unique selling proposition,
there are weaker direct benefits
• Price has different connotations in not-for-profit situations. ‘Price’ can be
perceived as the incentives and costs of (not) taking up a particular desired
behavior, not monetary
• Involvement in non-business situations displays more extreme tendencies.
People often either really engage with a charity or political party or cause, for
example, or show strong reactions against them
• Segmentation: It may be necessary to develop a campaign to drive behavior in all
targets rather than a specific audience, as in commercial markets (not that
important to not-for-profit, because you want to reach as many people as
possible)
17.2 The Key Characteristics of Not-for-Profit Organizations
, 1. Multiple stakeholders
• Shareholders, charity, employees, customers, supply chain partners
• Many not-for-profits rely on stakeholders to finance the operations
• The communities, the investors,...
• Stakeholder mapping matrix: (this matrix on exam) !!!!
• Engage: important, share sufficient information on a regular basis, they
have a lot of power so engage them, take their ideas with you in the
decision making process
• Inform or satisfy: not looking for updates, basic information, no big
involvement
• Maintain interest: not a lot of power of product, share some information,
don’t take their ideas in the decison making process
• Revive or disregard: not important at all
2. Transparancy
3. Multiple objectives
• In the non-profit sector, performance measurement is challenging, because
a wider set of objectives are used
4. Orientation
• Market orientation
• Mission oriented
