... creating value through consumer insights. MARKETING FOR NON MARKETING EXECUTIVES MARKETING FOR NON-PROFITS. Reflections. Given a choice between changing and proving that it is not necessary. Most people get busy with the proof. John Galbraith The nonprofit sector is an outstanding,
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MARKETING FOR NON MARKETING EXECUTIVES
MARKETING FOR NON-PROFITS
Given a choice between changing and proving
that it is not necessary. Most people get busy
with the proof.
The nonprofit sector is an outstanding,
fulfilling…tricky, messy place. - Deirdre Maloney
On the Cheap
Not necessarily a bad thing…… Can sometimes hinder Non-profits from reaching their potential
….. The answer
….. Need integration of the four Ms into their business to achieve optimal results
Management, Money, Marketing & Measurement
Aren't these similar to the profit enterprises?
Social marketing is focused on identifying, anticipating and satisfying citizens needs through interventions that people value and lead to measurable social improvement
Change.. Maintenance... Compliance
social media marketing
the systematic application of marketing, alongsideother concepts and
techniques, to achieve specific behavioural goals,
for a social good.
Breast cancer advocacy uses a the pink ribbonand
The color pink as a concept brand to raise money
and increase screening.
The breast cancer brand is strong:
People who support the
"pink brand“ identify themselves
as members of the socially aware niche market,
who are in favor of women's health, screening
mammography, Positive thinking, and willing submission
to the current mainstream
Identity.. Association… Support for a cause.
The Fairtrade Foundation began life in 1992 as a movement for a better deal in international trade for small farmers and workers in poor communities
WWF, well known for the panda logo and its work to protect endangered species
Green Banana Marketing (http://www.greenbananamarketing.com/)
40th Anniversary of SOS Children’s
Villages in Africa, Former President Alhaji
Ali Hassan Mwinyi was honored as the
Goodwill Ambassador. Press and
Dignitaries were in attendance..
Dec, 2012 the National Director of SOS Children
Villages in Tanzania received a grand
Achievement award.. This was leveraged in the
press to connect with the different publics.
900+ Pumps in South Africa
Providing easy access
to clean drinking water
150 to 1400 L an hour
Through CHILD’S PLAY
Advertising on storage tank
pays for system maintenance
for 10 years
5 THINGS TO DO
Stage 1: What's your message?
Stage 2: Create infrastructure to
implement the plan
Stage 3: Market
Engage me, communicate with me, add value to my business, solve my problems, create opportunity for me, educate me, inform me, but don’t try and sell me – it won’t work.
Tell your stories.. Have a Plan… Don’t be afraid to spend money.
Thank youIkechukwu KaluManaging Partner @Customer Passion Point Limited First Floor, Sea Cliff Hotel,P. O. Box 105365, Msasani, Dar es Salaam, Tanzania.www.customerpassionpoint.comTel: +255773441964, +255786441964, +2348032002458Skype ID: ike.kalu1