Non-profit marketing

Under non-profit marketing (in German-speaking and often social marketing ) refers to a strategic marketing plan for not primarily profit organizations (NPOs). This should not be confused with the internationally used term of social marketing , which refers to influencing the behavior of groups of people in the sense of socially desirable (health, educational, developmental, etc.) goals through traditional marketing measures.

definition

Marketing has changed over the past few decades, primarily on two levels:

The marketing of commercial companies is no longer just aimed at higher profit, but at conscious image cultivation that has long-term positive effects (e.g. car companies present themselves as environmentally conscious).
The principles of commercial marketing are transferred to non-commercial institutions (companies or administrative bodies of the public sector, companies with a predominantly social economic function).

Non-profit marketing or social marketing is therefore primarily seen from two perspectives and accordingly defined differently:

Expansion of the classic marketing goals

If "classic" marketing is primarily about profit and sales maximization through precise analysis of potential customers and the awakening of new needs for products and services, the aim of non-profit marketing is basically to strive to achieve social goals (mission), d. H.

Fundraising : Increase in donation income
Promoting voluntary commitment
Sale of services , e.g. B. in education
Changes in attitudes - social marketing (example: " You are Germany ")
Behavioral modifications (example: " Don't give AIDS a chance - protect condoms ")

Marketing for the non-profit sector

This is about marketing for a specific industry, the non-profit or social sector, e.g. B. clubs, care facilities, social stations, hospitals, etc. The marketing of this extremely heterogeneous branch is determined in Germany by very special legal framework conditions. In some market segments, the pricing policy is influenced outside the company, think for example of care rates in inpatient care for the elderly. The normal laws of the free market have limited validity in this area. The demand for consumer goods can be created artificially, non-profit institutions react to existing needs within our society.

The terms “ non-profit status ” and the “ subsidiarity principle ” are also important in this context .

Extension of the marketing term

In the sense of Philip Kotler's Generic Marketing , more recent approaches assume that marketing by non-profit organizations has to take into account a political as well as a strategic component. As a consequence, a whole range of stakeholders such as internal organizational bodies and groups, politics, opponents and service providers are included in strategic marketing in the sense of targeted relationship management.

Organizations

Organizations that engage in non-profit marketing can be found in environmental protection , development aid , the charitable sector, education and health care . As a rule, they are financed by the state, from donations and / or through membership fees. The profit generated by the non-profit organizations is not distributed to the members, but in turn invested in new projects. Depending on the orientation and size of the organization, not only volunteer helpers but also full-time staff are employed. A classification and categorization of nonprofit organizations may have a. Salamon / Anheier in a global study by Johns Hopkins University.

Instruments

Customer Relationship Management (CRM)
Open source basis openngo.org offered with CiviCRM an e-CRM solution for non-profit non-governmental organizations to