SlideShare a Scribd company logo
1 of 22
Download to read offline
Marketing strategy for
Non-profit organizations
A necessary strategy for NBME`s next centennial
What is Marketing?
Marketing is putting the right product in the
right place, at the right price, at the right time.
Traditional 4Ps:
•Product/ Service: What is the most it can cost to provide,
and still be sold sufficiently profitably
•Place: Where do buyers look for your product or service?
•Price: How will your price compare with your competitors
•Promotion: Is there seasonality in the market?
7 Ps Marketing Mix
Marketing Matrix
The consumer Era
 Started after World War II.
 In this case, organizations began to create products
and services aimed at satisfying the customer's
needs.
 This business philosophy of consumer orientation
holds that a business's first priority is to determine
what the customer wants. It suggests that it is better
to find out what the customer wants and offer that
product than to first make a product and then try to
sell it to somebody.
Best example-Thomas Edison
Market Strategy impact the
profit
 Advertising: In the short term, ads generate
sales that impact profits. In the long term, they
build brand value, which allows higher pricing
and profitability.
Promotion
 It can be a short-term strategic tool to address
particular problems such as overstocks or end-of-
line issues. In the long term, their impact on profit
is neutral or possibly negative.
Customer service
 The key is to maximize customer satisfaction through
customer focus at all aspects of the purchase and
ownership experience. A successful strategy results in
high customer retention, lower customer acquisition costs
and higher profitability.
Quality ( Most important one)
 It means meeting and exceeding customer expectations.
Advertising reinforces those expectations, and achieving
high levels of customer satisfaction consumes fewer
resources. These savings, combined with increased
volume from higher market share and better productivity,
result in higher profits.
Social media/ Digital
marketing
 It is the process of gaining website traffic or
attention through social media sites.
 The resulting electronic word of mouth
(eWoM) refers to any statement consumers
share via the Internet (e.g., web sites, social
networks, instant messages, news feeds) about
an event, product, service, brand or company.[
Social media platforms
Why it is important to NBME?
 NBME is a non-profit organization. Its
operating funding is limited when compare to
the for-profit organizations which means
NBME need more methods to attract the
funding and social media marketing strategy
is the most effective way to do this
nowadays.
Successful organization
The American Red Cross has been an early adopter
of social media that beginning with 2006. Most of
their clients, volunteers and staff mention the
contents were enthusiastic and supportive to the
public imagine of American Red Cross.
Cont.
 https://twitter.com/RedCross/status/5399320
88246362113
 https://www.facebook.com/redcross?
hc_location=timeline
How to improve our social
media presence?
Make it a conversation, Get visual, Share the
load & have a plan and Become mobile.
Make it a conversation
 Simply ask questions.
 “ Posts that end with a question mark vs. a
period generate twice as many likes,
comments, and shares.”
Get visual
 Attaching a photo or a video to our post,
especially our donors and community, is a
surefire way to lift engagement.

Share the load & have a
plan
 The best tool for actually managing a team is
an editorial calendar.
Move into mobile era
 Today, 47% of people access email via their
smartphones.
 Newsletters of nonprofit and its websites are
the keys to online engagement and
fundraising.
Thank you so much!
Links of references
 http://www.mindtools.com/pages/article/newSTR_94.htm
 http://mfiles.pl/en/index.php/BCG_growth-share_matrix
 http://www.professionalacademy.com/news/marketing-theories-the-marketing-mix-from-4-p-s-to-
7-p-s
 https://nonprofitquarterly.org/management/23837-how-nonprofits-use-social-media-to-engage-
with-their-communities.html
 http://mashable.com/2009/05/22/non-profit-social-media/

More Related Content

What's hot

Types of marketing
Types of marketingTypes of marketing
Types of marketingsimerbawa
 
Promotional Mix
Promotional MixPromotional Mix
Promotional Mixpilgrry
 
STARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGN
STARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGNSTARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGN
STARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGNSameer10031993
 
Failure and success of imc campaigns
Failure and success of imc campaignsFailure and success of imc campaigns
Failure and success of imc campaignsKumar Rajgeet
 
11.2 marketing a small business personal publicity presentation 4
11.2 marketing a small business personal publicity presentation 411.2 marketing a small business personal publicity presentation 4
11.2 marketing a small business personal publicity presentation 4NCVPS
 
Advertising and public relation
Advertising and public relationAdvertising and public relation
Advertising and public relationanumkhan110011
 
Direct marketing and direct selling
Direct marketing and direct sellingDirect marketing and direct selling
Direct marketing and direct sellingShwetanshu Gupta
 
Introduction to Marketing Communications Lecture 6
Introduction to Marketing Communications Lecture 6Introduction to Marketing Communications Lecture 6
Introduction to Marketing Communications Lecture 6Neil Kelley
 
Promotion Mix Vs Consumer Demand by Tolulope Ofi
Promotion Mix Vs Consumer Demand by Tolulope OfiPromotion Mix Vs Consumer Demand by Tolulope Ofi
Promotion Mix Vs Consumer Demand by Tolulope Ofitoluofi
 
Advertising, Sales Promotion, & Public Relations
Advertising, Sales Promotion, & Public RelationsAdvertising, Sales Promotion, & Public Relations
Advertising, Sales Promotion, & Public RelationsTarun Arya
 
Advertisement & sales promotion
Advertisement & sales promotionAdvertisement & sales promotion
Advertisement & sales promotionManoj Kumar
 
Marketing Communication Planning Process
Marketing Communication Planning ProcessMarketing Communication Planning Process
Marketing Communication Planning ProcessBalram Chaudhary
 
Sales promotion & publicity
Sales promotion & publicitySales promotion & publicity
Sales promotion & publicitymaynardteacher
 

What's hot (20)

Push & Pull
Push & PullPush & Pull
Push & Pull
 
Promotional mix
Promotional mixPromotional mix
Promotional mix
 
Types of marketing
Types of marketingTypes of marketing
Types of marketing
 
Ch15 promotion mix
Ch15 promotion mixCh15 promotion mix
Ch15 promotion mix
 
Promotion mix
Promotion mixPromotion mix
Promotion mix
 
Promotional Mix
Promotional MixPromotional Mix
Promotional Mix
 
STARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGN
STARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGNSTARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGN
STARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGN
 
Chapter01
Chapter01Chapter01
Chapter01
 
MARKETING-CH10
MARKETING-CH10MARKETING-CH10
MARKETING-CH10
 
Failure and success of imc campaigns
Failure and success of imc campaignsFailure and success of imc campaigns
Failure and success of imc campaigns
 
11.2 marketing a small business personal publicity presentation 4
11.2 marketing a small business personal publicity presentation 411.2 marketing a small business personal publicity presentation 4
11.2 marketing a small business personal publicity presentation 4
 
Advertising and public relation
Advertising and public relationAdvertising and public relation
Advertising and public relation
 
PROMOTION
PROMOTIONPROMOTION
PROMOTION
 
Direct marketing and direct selling
Direct marketing and direct sellingDirect marketing and direct selling
Direct marketing and direct selling
 
Introduction to Marketing Communications Lecture 6
Introduction to Marketing Communications Lecture 6Introduction to Marketing Communications Lecture 6
Introduction to Marketing Communications Lecture 6
 
Promotion Mix Vs Consumer Demand by Tolulope Ofi
Promotion Mix Vs Consumer Demand by Tolulope OfiPromotion Mix Vs Consumer Demand by Tolulope Ofi
Promotion Mix Vs Consumer Demand by Tolulope Ofi
 
Advertising, Sales Promotion, & Public Relations
Advertising, Sales Promotion, & Public RelationsAdvertising, Sales Promotion, & Public Relations
Advertising, Sales Promotion, & Public Relations
 
Advertisement & sales promotion
Advertisement & sales promotionAdvertisement & sales promotion
Advertisement & sales promotion
 
Marketing Communication Planning Process
Marketing Communication Planning ProcessMarketing Communication Planning Process
Marketing Communication Planning Process
 
Sales promotion & publicity
Sales promotion & publicitySales promotion & publicity
Sales promotion & publicity
 

Viewers also liked

ry_aviary-socialstrategy(ty)
ry_aviary-socialstrategy(ty)ry_aviary-socialstrategy(ty)
ry_aviary-socialstrategy(ty)Richard A. Yumang
 
COMO PONER UN VIDEO DE DIVERSAS FORMAS EN EL CELULAR
COMO PONER UN VIDEO DE DIVERSAS FORMAS EN EL CELULARCOMO PONER UN VIDEO DE DIVERSAS FORMAS EN EL CELULAR
COMO PONER UN VIDEO DE DIVERSAS FORMAS EN EL CELULARLeonardo Torres
 
Risk and Sustainability-Russ Doak rev 1
Risk and Sustainability-Russ Doak rev 1Risk and Sustainability-Russ Doak rev 1
Risk and Sustainability-Russ Doak rev 1Russ Doak, P. Log.
 
When should you get your house painted
When should you get your house paintedWhen should you get your house painted
When should you get your house paintedvanessamoniz
 
Fotoepiliatorių silk'n ir philips palyginimas
Fotoepiliatorių silk'n ir philips palyginimasFotoepiliatorių silk'n ir philips palyginimas
Fotoepiliatorių silk'n ir philips palyginimasHairfree.lt
 
[현대건축] 루이스칸
[현대건축] 루이스칸[현대건축] 루이스칸
[현대건축] 루이스칸heeju
 

Viewers also liked (15)

Sorrow horror movie doc
Sorrow horror movie doc Sorrow horror movie doc
Sorrow horror movie doc
 
Praveen Kumar_CV
Praveen Kumar_CVPraveen Kumar_CV
Praveen Kumar_CV
 
ry_aviary-socialstrategy(ty)
ry_aviary-socialstrategy(ty)ry_aviary-socialstrategy(ty)
ry_aviary-socialstrategy(ty)
 
COMO PONER UN VIDEO DE DIVERSAS FORMAS EN EL CELULAR
COMO PONER UN VIDEO DE DIVERSAS FORMAS EN EL CELULARCOMO PONER UN VIDEO DE DIVERSAS FORMAS EN EL CELULAR
COMO PONER UN VIDEO DE DIVERSAS FORMAS EN EL CELULAR
 
Publicación8
Publicación8Publicación8
Publicación8
 
Risk and Sustainability-Russ Doak rev 1
Risk and Sustainability-Russ Doak rev 1Risk and Sustainability-Russ Doak rev 1
Risk and Sustainability-Russ Doak rev 1
 
Ejercicios de klapp
Ejercicios de klappEjercicios de klapp
Ejercicios de klapp
 
Note names part 7 ©
Note names part 7 ©Note names part 7 ©
Note names part 7 ©
 
When should you get your house painted
When should you get your house paintedWhen should you get your house painted
When should you get your house painted
 
Tutorial Eclipse 3
Tutorial Eclipse 3Tutorial Eclipse 3
Tutorial Eclipse 3
 
Passive voice
Passive voice Passive voice
Passive voice
 
Fotoepiliatorių silk'n ir philips palyginimas
Fotoepiliatorių silk'n ir philips palyginimasFotoepiliatorių silk'n ir philips palyginimas
Fotoepiliatorių silk'n ir philips palyginimas
 
Publicación8
Publicación8Publicación8
Publicación8
 
[현대건축] 루이스칸
[현대건축] 루이스칸[현대건축] 루이스칸
[현대건축] 루이스칸
 
CHILD SOLDIERS
CHILD SOLDIERSCHILD SOLDIERS
CHILD SOLDIERS
 

Similar to Presentation to the International team of NBME

Advertisement mgmt
Advertisement mgmtAdvertisement mgmt
Advertisement mgmtrahila13
 
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIXPROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIXVivian Jaque Martinez
 
Integrated marketing communication presentation
Integrated marketing communication presentationIntegrated marketing communication presentation
Integrated marketing communication presentationKinjalJain39
 
Marketing concepts | Kamal Singh
Marketing concepts | Kamal SinghMarketing concepts | Kamal Singh
Marketing concepts | Kamal SinghKamalSingh397
 
Marketing questions for Interview
Marketing questions for InterviewMarketing questions for Interview
Marketing questions for Interviewdeepshikha gupta
 
Lo1 workbook marketing & pr
Lo1 workbook marketing & prLo1 workbook marketing & pr
Lo1 workbook marketing & prabbydowning97
 
TYBMM-_DM-1.pptx
TYBMM-_DM-1.pptxTYBMM-_DM-1.pptx
TYBMM-_DM-1.pptxKhan405958
 
IMC_All Chapter PPT.pptx
IMC_All Chapter PPT.pptxIMC_All Chapter PPT.pptx
IMC_All Chapter PPT.pptxsarfaraz karim
 
Marketing for 21st century
Marketing for 21st centuryMarketing for 21st century
Marketing for 21st centuryRonak Modi
 
Social media marketing final
Social media marketing   finalSocial media marketing   final
Social media marketing finalGowri Shankar
 
Industrial promotions
Industrial promotionsIndustrial promotions
Industrial promotionsSaurav Sarkar
 
Marketing mix and sale promotion
Marketing mix and sale promotionMarketing mix and sale promotion
Marketing mix and sale promotionBehshad mehrabi
 
Integrated marketing communications
Integrated marketing communicationsIntegrated marketing communications
Integrated marketing communicationsIsuru Chamal
 
Marketing Strategies in 2020
Marketing Strategies in 2020Marketing Strategies in 2020
Marketing Strategies in 2020Martin van Vliet
 
Integrated marketing
Integrated  marketingIntegrated  marketing
Integrated marketingShivam S
 

Similar to Presentation to the International team of NBME (20)

Advertisement mgmt
Advertisement mgmtAdvertisement mgmt
Advertisement mgmt
 
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIXPROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
 
Integrated marketing communication presentation
Integrated marketing communication presentationIntegrated marketing communication presentation
Integrated marketing communication presentation
 
Marketing prsentation
Marketing prsentationMarketing prsentation
Marketing prsentation
 
What is marketing
What is marketing  What is marketing
What is marketing
 
Marketing concepts | Kamal Singh
Marketing concepts | Kamal SinghMarketing concepts | Kamal Singh
Marketing concepts | Kamal Singh
 
Marketing questions for Interview
Marketing questions for InterviewMarketing questions for Interview
Marketing questions for Interview
 
Lo1 workbook marketing & pr
Lo1 workbook marketing & prLo1 workbook marketing & pr
Lo1 workbook marketing & pr
 
TYBMM-_DM-1.pptx
TYBMM-_DM-1.pptxTYBMM-_DM-1.pptx
TYBMM-_DM-1.pptx
 
IMC_All Chapter PPT.pptx
IMC_All Chapter PPT.pptxIMC_All Chapter PPT.pptx
IMC_All Chapter PPT.pptx
 
Marketing for 21st century
Marketing for 21st centuryMarketing for 21st century
Marketing for 21st century
 
Imc
ImcImc
Imc
 
Social media marketing final
Social media marketing   finalSocial media marketing   final
Social media marketing final
 
Industrial promotions
Industrial promotionsIndustrial promotions
Industrial promotions
 
Marketing mix and sale promotion
Marketing mix and sale promotionMarketing mix and sale promotion
Marketing mix and sale promotion
 
Advertising Management
Advertising ManagementAdvertising Management
Advertising Management
 
Integrated marketing communication
Integrated marketing communicationIntegrated marketing communication
Integrated marketing communication
 
Integrated marketing communications
Integrated marketing communicationsIntegrated marketing communications
Integrated marketing communications
 
Marketing Strategies in 2020
Marketing Strategies in 2020Marketing Strategies in 2020
Marketing Strategies in 2020
 
Integrated marketing
Integrated  marketingIntegrated  marketing
Integrated marketing
 

Presentation to the International team of NBME

  • 1. Marketing strategy for Non-profit organizations A necessary strategy for NBME`s next centennial
  • 2. What is Marketing? Marketing is putting the right product in the right place, at the right price, at the right time. Traditional 4Ps: •Product/ Service: What is the most it can cost to provide, and still be sold sufficiently profitably •Place: Where do buyers look for your product or service? •Price: How will your price compare with your competitors •Promotion: Is there seasonality in the market?
  • 5. The consumer Era  Started after World War II.  In this case, organizations began to create products and services aimed at satisfying the customer's needs.  This business philosophy of consumer orientation holds that a business's first priority is to determine what the customer wants. It suggests that it is better to find out what the customer wants and offer that product than to first make a product and then try to sell it to somebody.
  • 7. Market Strategy impact the profit  Advertising: In the short term, ads generate sales that impact profits. In the long term, they build brand value, which allows higher pricing and profitability.
  • 8. Promotion  It can be a short-term strategic tool to address particular problems such as overstocks or end-of- line issues. In the long term, their impact on profit is neutral or possibly negative.
  • 9. Customer service  The key is to maximize customer satisfaction through customer focus at all aspects of the purchase and ownership experience. A successful strategy results in high customer retention, lower customer acquisition costs and higher profitability.
  • 10. Quality ( Most important one)  It means meeting and exceeding customer expectations. Advertising reinforces those expectations, and achieving high levels of customer satisfaction consumes fewer resources. These savings, combined with increased volume from higher market share and better productivity, result in higher profits.
  • 11. Social media/ Digital marketing  It is the process of gaining website traffic or attention through social media sites.  The resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company.[
  • 13. Why it is important to NBME?  NBME is a non-profit organization. Its operating funding is limited when compare to the for-profit organizations which means NBME need more methods to attract the funding and social media marketing strategy is the most effective way to do this nowadays.
  • 14. Successful organization The American Red Cross has been an early adopter of social media that beginning with 2006. Most of their clients, volunteers and staff mention the contents were enthusiastic and supportive to the public imagine of American Red Cross.
  • 16. How to improve our social media presence? Make it a conversation, Get visual, Share the load & have a plan and Become mobile.
  • 17. Make it a conversation  Simply ask questions.  “ Posts that end with a question mark vs. a period generate twice as many likes, comments, and shares.”
  • 18. Get visual  Attaching a photo or a video to our post, especially our donors and community, is a surefire way to lift engagement. 
  • 19. Share the load & have a plan  The best tool for actually managing a team is an editorial calendar.
  • 20. Move into mobile era  Today, 47% of people access email via their smartphones.  Newsletters of nonprofit and its websites are the keys to online engagement and fundraising.
  • 21. Thank you so much!
  • 22. Links of references  http://www.mindtools.com/pages/article/newSTR_94.htm  http://mfiles.pl/en/index.php/BCG_growth-share_matrix  http://www.professionalacademy.com/news/marketing-theories-the-marketing-mix-from-4-p-s-to- 7-p-s  https://nonprofitquarterly.org/management/23837-how-nonprofits-use-social-media-to-engage- with-their-communities.html  http://mashable.com/2009/05/22/non-profit-social-media/