: When we think of marketing, we typically think of the activities that a for-profit company engages in. However, marketing is an important function for nonprofit organizations as well. Marketing is the way that nonprofits determine the needs of their clients and their donors. As in the for-profit world, nonprofit marketing includes advertising, promotion, public relations, and customer relationship management. This course examines how nonprofits use marketing to publicize their mission and to gather contributions of time and money. The course also discusses marketing planning in the nonprofit organization.
: This course has a "Mentor Expert" helpdesk feature. Learners have the ability to submit questions directly to an expert in the field you are studying.
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Lesson 1
Module 1: Marketing in the Nonprofit Environment
Definition and purpose of nonprofit marketing
Differences between nonprofit and for-profit marketing
Stakeholders: clients, donors, volunteers, partners
Module 2: The Service Nature of Nonprofit Programs
Characteristics of service-intensive nonprofit offerings
Intangibility, variability, inseparability, perishability
Implications for nonprofit program delivery
Module 3: The Expanded Marketing Mix for Services
Review of the traditional 4 Ps
The Three Additional Ps: People, Process, Physical Evidence
Application of the expanded marketing mix in nonprofits
Module 4: Customer Satisfaction and Expectations
Defining customer satisfaction in nonprofit services
Role of expectations versus perceived performance
Managing satisfaction among clients and donors
Module 5: Ethics in Nonprofit Marketing
Ethical responsibilities of nonprofit organizations
Transparency, trust, and accountability in marketing
Ethical challenges in fundraising and communications
Module 6: Nonprofit Marketing Planning
Purpose and components of a nonprofit marketing plan
Aligning marketing strategy with mission and goals
Environmental and internal analysis
Module 7: Target Markets and Donor Identification
Market segmentation in the nonprofit context
Identifying and analyzing donor markets
Relationship building and donor retention strategies
Module 8: New Service Development in Nonprofits
Identifying unmet needs and opportunities
Stages of new service development
Pilot testing, evaluation, and program launch
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