Strategic Marketing for Nonprofit Organizations

Strategic Marketing for Nonprofit Organizations

Department of MarketingPatuakhali Science andTechnology University

Afjal HossainAssistant Professor

Attracting Human Resources: Staff, Volunteers and Boards


Chapter Eight

1. Direct service2. Fundraising3. Giving advice, information or counseling4. Organizing an event5. Visiting people, companionship6. Administrative or clerical work7. Board member or trustee8. advocacy


Job Specifications of a Volunteer

1. Religious organizations2. Youth development3. Education4. Human service5. Health6. Work-related organizations7. Environment8. Art, culture and humanities9. Public and social benefits10. Political organizations11. Private and community foundations12. International organizations


Job Areas of a Volunteer

Private Voluntary Organizations (PVOs) are to be preferred because:1. Have lower overhead costs2. Are less bureaucratic3. Are less subject to political influence4. Are more sensitive to grass-roots needs and wants5. Are better able to mobilize the poor while at the same time providing

services when the public sector fails

Salomon and Sokolowski group the activities into 2 broad categories in which nonprofits participate:

A. Service roleB. Experience role


Cross-national comparisons

There have also been changes in the kinds of nonprofit organizations in which individuals volunteered are:

1. Increasinga) Art and cultureb) Environmentc) Human serviced) Internationale) Work-relatedf) Youth development

2. Decreasing - Religion


Trends

Goss attributes 4 features which troubles the nonprofit marketers:

1. Decreased club participation2. Fewer children at home (prompting PTA

membership)3. More reliance on television for entertainment4. More full time work for all adults


Trends

Determine the target market segments he or she is going to pursue


Recruiting Volunteers

Four factors to impact on their decisions to move forward:

1. The benefits and costs perceived2. Exchange will have to make3. Weighting on the decision will be influence of

others4. Individual sense of self-efficacy


From Contemplation to Action

There are many benefits that have been found to cross the minds of individuals considering volunteering:

1. To feel needed2. To make a difference3. To get to know a new neighborhood etc


Benefits

Higher participation rates were associated with higher costs as perceived by the participant

Others: Religion

Teenage groups can be influenced in volunteering


Costs

Significant increasing in volunteering among this population could be achieved by:

1. Showing them how to fit it into busy schedules2. Describing activities for all age groups3. Providing transportation or car-pooling4. Being clear on the steps involved5. Showing that the organization will be flexible in

case the volunteers future circumstances change6. All volunteers will be carefully trained


Self-efficacy

1. It provides access to sites2. It allows individuals to go to a potential

organizations own website and learn something about its and its volunteering opportunities

3. To match organizations with individual interests


Importance of Web

Besides removing all of the barriers to possible action, organizations should design opportunities for potential volunteers to experiment with a new behavior


Preparation/ Action

To approach target audiences in the maintenance stage:

1. A starting point is with some kind of formative research

2. To conduct formal surveys of volunteers3. To ascertain what it is that made them quit4. Conduct periodic assessment of present

volunteers’ satisfaction and dissatisfaction


Maintenance-Retaining Volunteers

Sources of dissatisfaction:1. Unreal expectations when volunteering2. Lack of appreciative feedback from clients and co-

workers3. Lack of appropriate training and supervision4. Feelings of second-class status vis-à-vis full time

staff5. Excessive demands on time6. Lack of sense of personal accomplishment



Benefits given by the organization to the volunteers:

1. Values their contribution2. Appreciates any extra effort from them3. Cares about their well-being4. Cares about their opinions5. Tries to make their jobs as interesting as possible



On the side of Volunteer:1. They are donating service to the nonprofit and are

not paid by the organization2. They don’t really work for the organization3. They should have a great deal to say about the

content and timetable for their assignments4. They deserve continual appreciation for their

generosity and commitment


Problems for Mixing up Volunteer with Full-time Staff

On the side of Organization:1. Volunteers are dilettantes2. Volunteers never really pay attention to their

training and instruction3. Volunteers often come from occupations4. Volunteers are often well-to-do members of the

leisure classes who:1. Consider themselves better than professional staffs2. Are unwilling to perform grubby tasks like licking

envelopes or cleaning bedpans.


Problems for Mixing up Volunteer with Full-time Staff

Ken Nations suggest the following standards and managerial practices to maintain the volunteers like a professional one:

1. Assessing the volunteers’ skills, matching these skills to the tasks to be performed in the organization

2. Setting our job responsibilities clearly and in detail in advance3. Setting specific performance goals and benchmarks4. Clearly informing the volunteers of these goals and of the fact that

they are expected to achieve them5. Informing the volunteers that if they do not achieve their satisfactory

level then they will be shifted to elsewhere6. Following through on the standards of accountability, knocking heads

and dismissing volunteers until the word gets around that management is serious in its commitments


Managing Volunteers

The influence of Boards of Marketing:1. The board will keep a close eye on the tactics used

by the marketing department whether they meet the board concept of ethical behavior

2. Boards serve direct decision making3. To provide specific expertise4. To help out in fundraising5. Provide a very important function as a link to the

environment


Boards of Directors and The Marketing Function

Recruiting Board Members: Four kinds of incentives for participation in nonprofit boards-

1. Material incentives2. Social incentives3. Development incentives4. Ideological incentives



Reasons of joining as board members:1. Wanting to help the community2. Believing in the agency’s mission3. Wanting to accomplish something4. Being obligated by their employer5. Wanting personal development6. Repaying the agencies



Thank You

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Strategic Marketing for Nonprofit Organizations