...| MARKETING FOR A NON-PROFIT ORGANIZATION By: Ahmed Alhalal, Charles Hazzard, Dreu dixon, Faisal Al Mubayedh, Kelly Walker April 11, 2013 Introduction to Engineering Management- 2111-001 MARKETING FOR A NON-PROFIT ORGANIZATION By: Ahmed Alhalal, Charles Hazzard, Dreu dixon, Faisal Al Mubayedh, Kelly Walker April 11, 2013 Introduction to Engineering Management- 2111-001 | EXECUTIVE SUMMARY At the start of this project, our team was given a special opportunity to develop a hands-on marketing project with a non-profit organization. This non-profit organization goes by the name of The Lightfactory, and is known as one of four museums of photography and film in the United States. The board of directors requested our team to develop an e-mail campaign strategy to improve membership and donor rates. However, as systems engineers, none of our team members had any prior knowledge of marketing or segmenting. Therefore our team was forced to do some extensive research on non-profit marketing, as well as database segmenting. The ideals and concepts learned throughout the research process were eventually used as a foundation for completing the project objectives proposed by the Lightfactory board of directors. Segmenting the database was a success and provided some key insights about the LightFactory’s customer base. Most of the customer’s in the database were segmented into three major populations: Big givers, Middle givers, and Low givers. These segments are customers...
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...Running Head: Non-Profit to Profit Making Plan Non-Profit to Profit Making Plan Assignment Two Strayer University HSA 505 Health Services Strategic Marketing Non-profit and for-profit hospitals come with their own set of rules, regulations, and expectations. They both work financially differently and it is known that for-profit hospitals generate millions of dollars in revenue every fiscal year. This is not the same for non-profit hospitals. Non-profit hospitals work with what the state and federal government allots them and they do not make money hand over fist. The obvious motive for turning a non-profit hospital into a for-profit hospital is for money. This paper will address the external and internal factors that influence decisions, the theory and practical framework of data, market segmentation, and analyzing of data for the switch from non-profit to for-profit hospitals. Describe the external and internal factors that influence the executive team’s decision making and specify which might be most instrumental in making the decision to become a for-profit entity. Why do you think so? It is imperative to understand the differences of internal and external factors, especially in terms of decision-making due to the fact that a problem has to be recognized in order to establish a next crucial step. In this instance the next crucial step is the decision to move from a non-profit to a for-profit entity. Within this move both internal and external factors...
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...Explain the role and function of each of the following and indicate how they can be used by local non-profit organisations. • The process of target marketing • Primary research • The marketing mix The concept of target marketing has grown in importance as markets have grown geographically and become more complex, both domestically and internationally. In earlier times, mass production was a means of gaining economies of scale quickly but as the consumer has grown more affluent, their aspirations have increased and will only be satisfied by the product that suits their specific characteristics and requirements. Advances in technology have also helped companies to be able to make this differentiation, mostly the product is the same but adjustments are made so that the product is exactly what the customer desires. There are three distinct stages to the target marketing process which are market segmentation, market targeting and positioning. Market segmentation includes identifying the basis for segmenting the market which will be the common characteristics the company groups people by. The bases for consumer segmentation include demographics which is a study of the population’s age, family size, occupation, and education. Geographic segmentation would be the separation of people according to things like country, density and climate. These two types of segmentation could be joined together so that a charitable organisation that goes door-to-door collecting donations could discover...
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...STEPHEN SSP12/13/H/0831 CORPORATE SOCIAL RESPONSIBILITY Corporate Social Responsibility (CSR) is typically described as self-regulation that is part of a corporation's business model and strategic plan. In a perfect world, CSR means that a business monitors itself to make sure it adheres to legal, ethical, environmental, and international standards across its operations. The more visible aspect of CSR is a corporation's willingness to promote and support community, national, and global causes. Corporations do this through corporate philanthropy, cause-related marketing, and sponsorships. CSR aspires to honor people, planet, profits...in that order. Corporate initiative to assess and take responsibility for the company's effects on the environment and impact on social welfare. The term generally applies to company efforts that go beyond what may be required by regulators or environmental protection groups. Corporate social responsibility may also be referred to as "corporate citizenship" and can involve incurring short-term costs that do not provide an immediate financial benefit to the company, but instead promote positive social and environmental change. Companies have a lot of power in the community and in the national economy. They control a lot of assets, and may have billions in cash at their disposal for socially conscious investments and programs. Some companies may engage in "greenwashing", or feigning interest in corporate responsibility, but many large corporations...
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...Welcome to the Google Online Marketing Challenge The Google Online Marketing Challenge is an exciting opportunity for students to experience and create online marketing campaigns using Google AdWords and Google+. Over 50,000 students and professors from almost 100 countries have participated in the past 5 years. With a $250 budget provided by Google, students develop and run an online advertising campaign for a business or non-profit organization over a three week period. The teams that develop and communicate the most successful campaigns win awesome prizes, including a trip to Google for the students and their professor. Students also have the opportunity to participate in the optional Google+ Social Media Marketing Award by maintaining a Google+ Page for their clients over a six week period. The Challenge is open to student teams of three to six members, regardless of their majors. All students must register under a verified professor/instructor at a higher education institution. Visit Discover GOMC to learn more about the Challenge and how to participate. Be sure to follow us on our Google+ page for the latest updates and announcements throughout the year Competition Process For more details on each of the steps, please refer to the sections on the left side of this page. Step 1: Register for the Challenge. Professors register for the Challenge and are verified by Google. Students form teams of 3-6 members and appoint a team campaign. The team captain then registers...
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...Relationship Marketing LIFESTYLE BUSINESS PROGRAM The Lifestyle Business Program is a comprehensive long-term relationship marketing strategy. It is designed to help your business increase sales and gross profit by expanding your customer base and building a long-term relationship with those customers. Relationship marketing was described this way by D.R. Libey, at the Third Annual Conference on Database Marketing: The first objective of customer-focused marketing is to obtain the full lifetime value from every customer ( and then some. The second objective of customer-focused marketing is to increase the lifetime value of every customer and keep increasing it year after year. The third objective of customer-focused marketing is to use incremental profits from the success of the first two objectives to pay for obtaining new customers at an even lower cost of acquisition. The goal is long term, profitable survival. You cannot reach that goal if you are driven only by short-term profits. You cannot reach that goal if you are driven only by quality. You cannot reach that goal if you are driven only by productivity. You cannot reach that goal if you are only driven by technology. The only path to long-term profitable survival is customer-focused marketing. All business begins and ends with the customer. The company with the most customers wins. Loyalty marketing is an innovative...
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...Growth of non-profit marketing. Marketing it is a process of developing plan for the needs of a customer. Non-profit marketing it is activities and strategies that are used by a non-profit organization. Non-profit marketing plan is a part of an organization strategic plan. It requires organization target, competitors and programmers. Non-profit organization helps to give the message of the organization. It is also donation and call for volunteers. It exposes the organization to an outside audience by creation of logos, slogans, copy and development of media campaign. Non-profit marketing is using to build the organization’s image and reputation in society. Non-profit marketing is use of marketing tactics to the goals and objectives of non-profit organization. It is important because it provides services that would not be provided by the business society. Many services cannot get the profit but it helps to provide good services to the society. Non-profit marketing is growing all over the world. Organizations increase competition for potentially scare donation resources. Early in the history non-profits meets the worlds inhabits such as humans and animals, to provide help and support as a part of religious reasons, social tasks or political reasons. Today it spreads in areas covering needs, which government or any private sectors cannot meet. In today’s world nonprofits acts as a major role by providing various changes to the organizational sectors as well as social behaviors...
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...Marketing Plan Greenpeace Project Group 2 Greenpeace Project Coach: Study Year : Date of Marketing Plan: Helen de Haan 2010-2011 Feb-instroom, term 2, project 2 31-05-2010 1 Preface This marketing plan provides a comprehensive strategic plan for the NGO Greenpeace. It is aimed for Executive Managers and those who will conduct supervision of the implementation of this marketing plan. The marketing plan does not focus on technical issues, but rather examines basic principals concerning the internal- and external environment, strategy execution and the result realized after execution. To reinforce the purpose and profitable outcome of the marketing plan, there are, throughout this manuscript, numerous illustrative extracts with commentary, including company reports and other sources. Throughout the text some marketing- and financial terminology is used, for this reason foreknowledge of marketing and finance will be essential in understanding the analysis used in this manuscript and the true purpose of the strategic plan. Topics in the manuscript follow a logical coherent order. In part 1; general information about the internal- and external environment of Greenpeace is given, correctly identifying potential internal- and external threats and opportunities that may be in effect. After an exhaustive and thorough analysis, the information collected will be instrumental in conjuring up an efficient and effective marketing strategy which is clearly laid out in Part 2; “Marketing...
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...affected by the U.S. tobacco industry's production and marketing of cigarettes? What stakeholder interests are impacted? How does the tobacco industry prioritize these stakeholders? Do you agree with the tobacco industry's prioritization? Why or why not? According to Wikipedia, a stakeholder is defined as a person, group, organization, member or system who affects or can be affected by an organization’s actions. There are several stakeholders that have been affected by the U.S. tobacco industry’s production and marketing of cigarettes. The retail tobacco companies are one such group that is undoubtedly affected by the developments affecting the production and marketing of cigarettes. Companies like Phillip Morris USA, Inc., RJ Reynolds Tobacco Company and British American Tobacco Limited who are interesting in profit maximization and return on investment felt that they were unfairly targeted by the imposition of restricted marketing activities and efforts to reduce the consumption of cigarettes. The tobacco companies believe that the law is excessive and will result in an increase in the cost of modifying packages and inversely, a reduction in net profit. The state (government) is also affected by the issues surrounding the tobacco industry. The government is faced with a slight dilemma because they are the regulator of the industry and the product is a legal product which is known to be harmful to both smokers and non-smokers. The industry also contributes significant tax...
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...deciding which marketing strategy to implement in order to maximize profit. The solution that the company must choose should result in an opportunity for growth for their new line, Clean Edge, with as little loss of sales to their other product lines as possible. In order to do this, the company must use a niche marketing strategy. By doing so, they will be able to reach the growing market that is looking for super-premium razors, an area in which they are not currently targeting, and release a product that competes with the most populated segment within non-disposable razors. By doing this, Paramount will be in line to becoming the market leader, not just in unit sales but also in dollars. Paramount must focus on specifically targeting the social/emotional and aesthetic shavers as they represent a large percentage of non-disposable razor users and have beliefs and values that are in line with the image that Clean Edge is trying to portray. This will result in a more loyal consumer base and create more brand loyalty as consumers will feel as though they have a closer relationship with the company and their needs are being fulfilled. By following the niche marketing approach, the large issue of cannibalization can be avoided. Paramount will be able to have products in each of the 3 non-disposable razor sectors, super-premium, moderate and value without competing against one another, therefore eliminating cannibalization. This would only be possible if a niche marketing strategy was...
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...Customers do not like the product (taste, price, availability, etc..) than the product will not sell. 2. Competitors If the competition is cheaper or tastes better or is more readily available, Coca Cola will have a hard time selling their product, even if it contains essential vitamins. 3. Marketing Intermediaries If the resellers of Vitango are not supporting Vitango, it will never succeed. 4. Suppliers. Price plays a key role in the sales of Vitango. If Coca-Cola can find suppliers which will provide them with what they need at a low enough price, Vitango may be able to match the prices of other competitors. 5. Publics Coca-Cola may not be planning on directly making any money with Vitango. They may just be looking for Media attention which creates Coca-Cola awareness and a good reputation, which in the end can create more sales for other Coca-Cola products worldwide. Question 2 (20 marks) 1. High Prices Since Coca-Cola is a for profit organization, they can been accused of having prices that are too high. They will likely only sell something if it turns a profit, therefore the prices need to be high enough to turn a profit. GAIN on the other hand is a non profit organization which would not be expected to raise prices. 2. Deceptive Practices Vitango could sound as it is all you need for poor country to become well nourished. Although Vitango has many vitamins, it does not contain everything you need to be well nourished. It is in the best interest...
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...To Market or Not To Market: Case Study Differences Between Profit vs. Nonprofit Organizations According to Folland, et al., 2013: Generally, nonprofits do not pay corporate, property, or sales taxes although for-profits do. The only tax advantage enjoyed by for-profits is the ability to write off losses during bad years…On one hand, numerous profit-making firms provide important goods and services to the community, and many provide basic goods, such as food and housing, to the poor. On the other hand, nonprofit firms often serve the well-to-do, and they compete with for-profits. (Folland, et al., 2013, p. 269, 265) Mission and Problem “Community Health Care (CHC) is a non-profit health care organization operating out of Anytown, USA. Its mission is to provide routine check-ups and immunizations at no cost to the economically challenged areas of Anytown. CHC secured a small grant from the state and used the vast majority to purchase all necessary equipment, computers, furniture, and a large supply of gloves, syringes, etc. There is a little money left over that has been set aside for purchasing the vaccinations. They originally believed that through their individual professional networks, they would not need to market CHC. They felt offering such a valuable service for free would result in packed waiting rooms. Unfortunately, the current use of their services is only at an estimated 7% of original expectations. Several individuals within CHC have mentioned shutting down. Others...
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...Group 1 Stephen Grance Stephanie Morales Scott Chase Janice Fuentes Since the beginning, Coca-Cola and PepsiCo have shown a great ability to adjust to changes in the market, as well as a great capacity to constantly innovate their products. When facing changing trends by consumers, they were both able to overcome difficult situations, turning them into the industry favorites and to convert them into potential progress, through the creation of new products, which allowed them to keep their profit margins high. In this case, Coca-Cola and PepsiCo it is essential that this strategy follows an increase in the investment on marketing, with a constant innovation of campaigns, which could lead to a boost in sales and convey a different image of the companies, portraying them as being involved in the whole of the beverage market, rather than just the carbonated drinks market, thus reinforcing its orientation towards non-carbonated drinks. If we think that the introduction of non-carbonated drinks by Pepsi and Coke represent 80% and 100% of their growth, respectively, we can predict the impact of this measure. Despite the need to adapt to consumers, Coca-Cola and Pepsi should maintain their focus on their core products, which is where they hold a strong advantage, as far as competition is concerned. These wars affected the industry’s profits: firstly, the competition for supermarket shelf space led to a decrease in retail...
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...Non-Profit to Profit Making • Tasha Garrison HSA 505: Health Care Planning and Marketing Dr. Wendy Whitner October 30, 2011 Describe the external and internal factors that influence the executive team’s decision making and specify which might be most instrumental in making the decision to become a for-profit entity. Why do you think so? In communities around the nation, many not-for-profit hospitals are struggling to stay afloat. Rising costs, a heavy patient load and outdated equipment make some simply not economically viable. For-profit medical groups are often stepping in and buying these hospitals. While some community leaders are relieved that the hospitals are being saved, others worry that it will be at a cost to the economically disadvantaged in the community. With more hospitals on the auction block every day, the effect of this change is likely to become clear in the coming months and years. There are several factors that contribute to an executive team deciding to become a for profit organization. The most common reason is financial. Both internal and external factors can also influence an executive team’s decision to become a for profit entity. Some of the internal factors are employee turnover or employee relations issues, dated or obsolete facilities, and healthcare services that may be out of line with market demand. The external factors that contribute to...
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