Non Profit Marketing week 3 Discussion board

Non Profit Marketing week 3 Discussion board

Who are the target audiences of nonprofit’s?  There are many of them.  Nonprofit’s have the customers or constituents that they serve (i.e. disaster victims, people they are trying to educate, homeless animals).  These individuals may also be considered “members” of a nonprofit.  Nonprofits have the communities they operate in and the members of those groups, for-profit entities, other nonprofit’s and the general population.

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There are board members recruited and appointed to lead and guide nonprofit operations.  There are vendors that supply nonprofit’s with technology, supplies, and marketing materials.  There are the volunteers that run many of the nonprofit’s day-to-day activities.

And there are the funding sources; individuals, corporations, government agencies and foundations that nonprofit’s seek revenue from.  There may also be customers that buy goods from retail shops (think museum store) or online sales.

All of these target audiences require marketing activities, they need to be reached, they need to be informed, and they need to be moved to action.  And all of the aforementioned activities are ongoing, similar to a for-profit looking to sustain ongoing customer relationships and obtain repeat business, nonprofits also need to sustain customer relationships and repeat business (did you renew your zoo, museum or humane society membership?)

As you learned in MRKT 310 or another Principles of Marketing course one of the first steps to better understanding and reaching multiple target audiences is to segment them.  Technology is increasingly impacting the variables, detail and extent that we can now segment markets.

Market segmentation used to be accomplished by simple demographic variables such as age, income, geographic location.  Now software programs enable us to segment further, use multiple variables simultaneously and complete these tasks at a rate far more efficient than laborious research or the manual creation of a spreadsheet.

One of the leaders in providing software and associated services to nonprofits is a company called Blackbaud.  As time and costs are always relevant to nonprofit marketing (there is normally a scarcity of both for many nonprofit’s) the advent and use of marketing software, although a capital expenditure on the front-end can be a long-term time and cost saver and provide results that enable the nonprofit to function in a more efficient capacity.

An example of market segmentation is using what Blackbaud calls Target Analytics where a large collection of names with a known proclivity for giving is funneled down into targets mea………………

Non Profit Marketing week 3 Discussion board

Non Profit Marketing week 3 Discussion board