Non-profit organizations exist in an environment in which for-profit organizations also exist, which means that they must also manage and maintain their exchanges with different stakeholders. In chapter thirteen, Gainer (2016) examines marketing for non-profit organizations in which Gainer emphasizes the importance of marketing in advancing the impact of the organization. Through focusing on marketing, non-profit organizations can adopt the ideas and perspectives of their target population (Gainer, 2016). Many non-profit organizations today spend substantial financial resources on marketing campaigns even though most of their objectives are non-financial (Tschirhart & Bielefeld, 2012). These organizations do not get their revenues from traditional customers because they aim for value exchange instead of monetary exchange (Gainer, 2016).
In turn, this stresses the importance of selecting the essential objectives given that non-profit organizations target multiple populations compared to for-profit organizations that focus only on customers (Gainer, 2016). Non-profit organizations also offer services, not tangible goods, which affects their marketing strategies. These organizations are also prone to public scrutiny due to the nature of their operations, which mean that their marketing strategies must also consider potential negative public views (Tschirhart & Bielefeld, 2012).
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Given the various challenges that non-profit organizations face compared to for-profit organizations, they must focus on strategic marketing approaches by using research and data analysis when making marketing decisions (Gainer, 2016). These organizations can accomplish this by employing qualified marketing staff who can select strategic and systematic approaches to understand and respond to the needs of different target populations (Dolnicar & Lazarevski, 2009). Their marketing programs should place the target population at the core of their activities to accomplish their mission (Gainer, 2016). Non-profit organizations can only achieve their objectives by meeting the needs of their target audience which requires that these organizations understand their target audience entirely and adapt their outputs accordingly (Dolnicar & Lazarevski, 2009). Through target marketing and segmentation, non-profit organizations will focus only on the effective areas.
References
Dolnicar, S., & Lazarevski, K. (2009). Marketing in non-profit organizations: an international perspective. International marketing review , 26 (3), 275-291.
Gainer, B. (2016). Marketing for NonProfit Organizations. In The Jossey-Bass Handbook of Nonprofit Leadership and Management (4th Ed.) (4th ed., pp. 366-395). John Wiley & Sons.
Tschirhart, M., & Bielefeld, W. (2012). Managing nonprofit organizations . Hoboken, N.J: Jossey-Bass.
