杜克大marketing讲义 (14)-精品文档

Social Marketing:
Brand Building & Social Change
Looking Beyond Profit
U.S. Nonprofit Sector
– – – – over 1 million organizations revenues of $670 billion annually 84 million adult volunteers employs 1 in 12 adults
Social Marketing
Population Media Center
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Social Marketing
Avon Breast Cancer Awareness Crusade
avoncompany/women/avoncrusade/
Beyond Profit: Nonprofit & Social Marketing
Compliments of: Martha Lunbeck Nonprofit Consd Profit
Nonprofit Marketing:
Start with the Customer
Questions?
Nonprofit Marketing
Questions?
Looking Beyond Profit
Social Marketing: A Definition
Social marketing is the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well being and that of society. (Andreasen)
Nonprofit Marketing: The Competition
Understanding Nonprofit Competition
– Henderson’s Rule – Rivalry Among Existing Nonprofits
• Human Service Organizations • Academic Institutions
What are the customer needs?
Donor Needs
The Seven Faces of Philanthropy (Jossey-Bass, 1994)
– – – – – – – – Communitarian Devout Investor Socialite Repayer Altruist Dynast Egoist
Nonprofit Marketing: the 4 P’s
Donors Patrons
Clients
Nonprofit Marketing
Lessons Learned
– – – – Commitment to mission essential Content in more important than Gloss People don’t trust what they don’t understand People give to people, not to organizations
Social Marketing
Ben & Jerry’s One Sweet Whirled
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Social Marketing
Stonyfield Farm & Car Talk
stonyfield
Nonprofit & Social Marketing
Nonprofit Marketing: The Company
Strategic Planning Marketing Program
– Mission is Paramount – Creating “value” for the community
• improve our quality of life by bringing a wealth of arts experiences into the region (e.g., ADF) • save our lakeshore and natural areas • provide emergency shelter, services, and housing for people who are without homes or marginally housed
• arts organizations • academic institutions • human service organizations
Nonprofit Marketing: The Customer
Who is the customer?
– The Donor – The Patron – The Client