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One of the characteristics that nonprofit organizations and for-profit
service firms have in common is that both offer primarily intangible
products. Do their products also share the characteristics of perishability,
heterogeneity, and inseparability? Consider the following examples
of nonprofit products in developing your answer.
a. a limited-run play from a local nonprofit little theatre
b. a homeless shelter
c. counselling for the bereaved
d. free computer courses at a community centre
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Table 21.1 provides an extensive list of social issues marketed by
nonprofit organizations. Develop two similar tables for the city or
community you live in, one listing people or positions marketed by
local nonprofit organizations, and one listing local nonprofit organizations
that market themselves for fundraising or other purposes.
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Many nonprofit organizations, such as social service organizations,
do not have to market themselves to attract customers. However, many
nonprofits do have to work to attract clients as well as donor support.
List as least five NPOs in your city or community that need to attract
both customers and donor support. Discuss what customer orientation
means to these organizations. Is it simply being oriented toward their
clients or does it also mean being oriented toward their funders?
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Table 21.2 lists some of the responses obtained by Professor Seymour
H. Fine in a study he conducted to assess the degree of marketing
sophistication exhibited by nonprofit organizations. Discuss why his
respondents were reluctant to admit the presence of marketing efforts
in their organizations.
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According to the text, distribution channels for nonprofit organizations
tend to be short, simple, and direct. Discuss why this is generally
the case. Refer to the following examples of nonprofit services to
develop your answer.
a. university education
b. church services
c. a major charity funding research to find a cure for a specific
disease
d. an amateur sports team
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Nonprofit organizations often seek publicity to support their causes
or fundraising efforts. In doing so, they are asking for donations
of time or space from media organizations. Why would the media organizations
be willing to give NPOs free space? Are there reasons for giving publicity
to NPOs the same or different for their reasons for giving publicity
to for-profit organizations?
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If you were a marketing consultant contracted to help a nonprofit
organization develop its first marketing plan, how would you go about
helping the organization understand the opportunities, benefits, behaviour
modifications, and commitment involved in adopting the marketing concept
in a nonprofit setting?
