Author: Rados, David L.

Publication Year: 1980

Media Type: Book

Summary:

Marketing for non-profit organizations was conceived and written specifically for the manager or marketer in the non-profit setting. After developing four basic marketing concepts - cost analysis, behavior of clients and donors, segmentation, and marketing research - the book examines the role of marketing and the formation of marketing strategy in non-profit organizations. Using clear, concise prose throughout, Professor Rados shows the reader how to conduct a thorough analysis of marketing problems and to devise non-profit marketing programs that work.

Abstract:

Marketing for non-profit organizations was conceived and written specifically for the manager or marketer in the non-profit setting. After developing four basic marketing concepts - cost analysis, behavior of clients and donors, segmentation, and marketing research - the book examines the role of marketing and the formation of marketing strategy in non-profit organizations. Using clear, concise prose throughout, Professor Rados shows the reader how to conduct a thorough analysis of marketing problems and to devise non-profit marketing programs that work. Frequent examples illustrate sound marketing analysis and describe the development of successful non-profit marketing. In addition, well chosen case studies apply important concepts in an exceptionally effective way.

CONTENTS
Chapter 1. Introduction:

Non-profit [nonprofit] organizations.
What does non-profit mean?
Non-profit legal forms:
     Non-profit corporations.
     A second classification of non-profit organizations.
     A note on terms.
What is marketing?:
     Is marketing exchange?
     The limitations of marketing solutions.
Case: The Sydney Symphony Association.
Case: Consumers Union of , Inc.
Case: The Victorian Fabian Society.

Chapter 2. Costs:

Initial ideas.
Costs borne by the non-profit organization:
     The organization's costs as seen by an economist.
     The organization's costs as seen by managers.
Costs borne by clients:
     Queues.
Mass transit:
     Fares.
Time spent enroute.
Estimating costs:
     Statistical approaches to measuring costs.
Case: Pricing Xerox copies.

Chapter 3. Behavior:

Segmentation:
     Treat all alike.
     Adapt to differences.
     More thoughts on segmentation.
     An example ... Non-voters.
     In Sum.
Theories of behavior:
     A general approach.
     Outside influences on behavior.
     Client behavior as decisions.
     How can one learn consumer analysis?
Marketing research:
     Someone must be asking questions.
     The questions.
     Types of measures.
     Evaluating research.
     Limitations on research.
     A word about costs.
Case: Interviews with public service directors.
Case: Simon's Rock ... The Early College.

Chapter 4. Giving:

Aggregate giving;
Giving in the small:
     Who gives how much to whom?
     The time value of money.
Costs:
     Costs borne by backers.
     Costs borne by the volunteer.
     The cost of raising funds.
Case: An interview with a professional giver.
Case: H.R. 853.

Chapter 5. Marketing strategy:

Competition:
     Competition for what?
     Identifying the competition.
     Identification based on research.
     Like and unlike.
     Competitive relations. 
Marketing Strategy: 
     Marketing style.
     Environment.
     The influence of organizational form on strategy.
     The role of professionalism.
     The role of marketing.
     Targets.
     The marketing mix.
     Objectives.
Product strategy:
     Services and products ... ideas and causes.
     Dimensions of product.
     Product strategy.
     Fit.
     Why have new products?
     Developing new products.
Case: Catalyst, Inc.

Chapter 6. Distribution:

The role of the middleman:
     The client's interests in distribution.
     Costs to the consumer.
     Middlemen's interests.
     The importance of recognizing the middleman's Interests.
Three management issues:
     Direct or not.
     Intensity of distribution.
     Objectives.
     A final word.
Case: The Federal Crime Insurance Program: Proposal for a legalized 
          numbers game.

Chapter 7. Communications:

The forms of communication:
     Other communication devices.
Budgeting:
     Budgeting in non-profit businesses.
     Budgeting in other non-profit organizations.
The message.
Setting communications goals.
Advertising:
     Advertising media.
     Public service announcements.
     Evaluating advertising.
Personal communications:
     Volunteers.
     Volunteer salesmen.
     Peer pressures.
Case: Metropolitan Association, Inc.
Case: International Ladies Garment Workers Union, Inc.- Look for the
          Union Label.

Chapter 8. Price:

Two ideas from economics:
     Costs and prices.
Consumer surplus.
Why have prices at all?
Pricing objectives:
     Organizational goals.
     Influencing behavior and attitudes.
     Financial goals.
Methods of setting prices:
     Cost-based pricing.
     Demand pricing.
     Just price.
Case: The Metropolitan Museum of Art ... General admission fees.
Case: The Monash University Bookshop.

Chapter 9. Marketing control and marketing organizations:

Marketing control:
     Control without numbers.
The marketing audit.
Marketing organization:
     Organizing the sales force.
Introducing marketing into the non-profit organization.
Case: The Seattle Aquarium.

Suggested questions for the case studies.
Index.
[Bibliography in chapter endnotes].

Arts & Intersections:

Categories: Fundraising