An intro to Marketing Slide 1

• NPO’s also need marketing people, eg

Heart & Stroke Foundation, Canadian
Cancer Society, Ducks Unlimited,
Canadian Wildlife Federation, Outward
Bound
From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim Richardson
An intro to Marketing Slide 2
Marketing for NPO’s
Non Profit Organizations
• Churches
• Associations
• Art groups
• Music groups
• Dance and performance groups (eg. Caribana)
• Government services (eg. Police, fire)

all of these groups need marketing to get

participants

From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim Richardson
An intro to Marketing Slide 3

NPO marketing, example

From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim Richardson
An intro to Marketing Slide 4

Marketing Concept applied in

NonProfit Organizations - NPO’s
• The purpose is Advocacy advertising
• Some NPO’s have to “market” in order
to maintain their position in the
community otherwise they will cease to
exist
• Some NPO’s operate businesses that
sell products or services in order to
raise money Page 22
From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim Richardson
An intro to Marketing Slide 5

Marketing Concept - NPO’s

• In the text it mentions “… a shelter for
the homeless may fail if supporters
focus on AIDS education…”
• This is one reason who health related
NPO’s market aggressively since their
donations usually come from the same
audience
eg. Some people say Cancer research has faltered
due to the popularity of raising money for AIDS

From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim Richardson
An intro to Marketing Slide 6

Marketing Concept - NPO’s

Profit is not measured the same way

• Profit can be in terms of money raised for
research
- or the number of people that quit smoking
- of the number of people that give blood

page 45

From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim Richardson
An intro to Marketing Slide 7

Marketing Concept - NPO’s

Volunteers are necessary to perform the

services - but there are problems with
having non-professional, non-permanent
staff
Volunteers do what they want to do, and
this may not fit with the objectives
eg. Fashion show

From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim Richardson