Question

ESSAY 4 How does marketing for a non-profit organization differ from that of a for-profit organization? Does the same marketing mix used for a for-profit organization apply to ganization? How effective are the internet & social media in online marketing? Use specific examples in formulating your answer

this is for principles of marketing

Answer 1

For-profit and nonprofit businesses ultimately have the same objective: make money. Whether you're selling a tangible product or service or you're trying to attract donors for your cause, the bottom line is 2 you need revenue. And that requires an effective and memorable marketing strategy 4 Attracting Donors 5 With for-profit companies, this strategy typically takes the approach of educating consumers about what the product or service does and how you will benefit from it. 6 Figuring out where your audience gets their information from is essential to making your message heard, whether it's social media, referrals, search engines, or traditional media. Nonprofits attract customers by building awareness of an issue or cause, typically by appealing to consumers' emotions. They do use some educational elements in their marketing by sharing statistics 7 of how many people are affected by a certain disease or circumstance, but the primary focus is to pull at our heartstrings 8 Nonprofits don't hide these painful circumstances because they want donors to know that their contribution can make a difference, and it's obviously a great way to get support. 10 Social Media Strategy Develop a social media marketing strategy. Social media platforms such as Twitter, Facebook and Instagram can provide an avenue for reaching a large number of people interested in your organization-and a cost-effective way to do it. The best part of this type of marketing is that social media transverses physical boundaries so you can reach people in your own backyard or those halfway 11 around the globe op and maintain a professional internet marketing presence by creating a robust website. If you have a website but it hasnt been updated in the past five years, then update it now, and hire a freelance web designer if you need to. You can use your website as a portal for sharing important information such as the history of your organization, breaking news items, upcoming events. You can 12 also share creative ways to donate money and showcase the benefits of your organization, as well as create a sense of community 13 14 of children on the other side of the world. 15 however, has been viewed more than 56 million times Many charitable organizations struggle to make their beneficiaries realistic to potential contributors. While it's not difficult for people to support children in general, they are less likely to relate to the plight The UK's Save the Children doesn't merely support children in western Europe. The nonprofit works in 120 countries around the world, with particular focus on kids in war-torn Syria. A 2014 PSA video,

16 The American Civil Liberties Union and designer Nathan Pryor took note of Amazon's product, and created a way for Americans to instantly satisty their frustration with their current president. The ACLU 17 now offers a similar "button" that users can physically click- or slap - each time they are angered by the president With each click,users donate $5 to the ACLU, helping the organization in its promise to use legal means to protect Americans' rights. So far in 2017, donations to the ACLU have spiked, and it even 18 raised $24 million in a single weekend- six times the annual average 19 Syrian refugees have become a hot topic in recent years, and it's easy to focus on their issues and forget about the people. Three Swiss organizations 20 Schwizerchruz-aimed to tell the stories of refugees and the lives they left behind. Those stories are symbolically told through Project Life Jacket The Voice of Thousands, Borderfree and To create Project Life Jacket, volunteers learned the stories of nine people who each fled from Syria, across the Mediterranean to Greece, where they waited in transit camps. Those stories of refugees' 21 lives before they left Syria were then illustrated on used life jackets, taken from the beaches of Greece where refugees landed. The Project Life Jacket website allows anyone to interact with the charity. Each illustrated life jacket is paired with a refugees' image, as well as a vivid description and an audio interview with the subject 22 Donations to one of several humanitarian organizations can be initiated from the same page 23 To help achieve its goal of ending smoking, the nonprofit organization Truth created an innovative visual campaign, Big Tobacco Be Like, to decimate delusions surrounding social smoking. The organization capitalized on the popular meme #BeLike, and it partnered with Vine and Instagram to create a series of short vignettes that visually contrasted the difference between social smokers. The #BigTobaccoBeLike ads were broadcast on national television in spots targeting the 12 to 24-year-old demographic. The television campaign was supplemented by a digital strategy that attracted By targeting its desired demographic and playing on an existing trend, truth saw a 55 percent increase in young people who agreed when polled that even occasional smoking supports Big Tobacco, an 24 perceptions and the Big Tobacco reality 25 about 1 million YouTube views in its first 24 hours 26 attitude found to decrease teen smoking rates 27

Nonprofits water id and the Pub joined forces to educate the world on global sanitation issues, and they used a popular emoj to spread their message. Using poop emoy, the #GiveaShit campaign 28 offered a lighthearted way for audiences to learn about a serious problem that affects 2.3 billion people who don't have access to safe and sanitary toilets. What was already a cute and playful idea spread across the Web like wildfire when some of social media's biggest celebrities were awarded custom poop emojis, which they shared with their millions of 29 followers. The campaign even fe atured a free app that allowed any user to design their own personalized poop emoji to share with friends and donate to the cause The #GiveAS 30 it campaign resulted in a plethora of major media coverage that generated more than 230 million pressions and more importantly o d suppo ters. ne er 31 Denmark's division of the World Wildlife Fund successfully harnessed the selfie and hashtag phenomena within social media to visually communicate the plight of endangered species. The organization 32 shared a series of animal close-ups and the slogan, "Don't let this be my #astsene 33 The vanishing quality of snaps added to the campaign's urgency, further illustrating the species' crises 34 One New York nonprofit, Charity: Water, raised $2.4 million at one event by taking donors on a virtual trip to a small town in Ethiopia. The organization builds water projects around the world, successfully 35 harnessing the potential of virtual reality to open donors' checkbooks. The organization provided attendees with Samsung Gear VR headsets so they could watch a virtual reality presentation. The movie documented a week in the life of an Ethiopian family accessing clean 36 water for the first time And the fundraising success didn't end the campaign, which also served to raise awareness among audiences. Thousands have now seen the film using their VR headsets, and millions more have 37 watched it online 38 Visual storytelling is the perfect medium for nonprofits to communicate their missions. Personal stories and vivid imagery combine to trigger emotions within audiences, which philanthropies have long 39 relied on to encourage giving and sharing. ong Keep America Beautiful accomplished both goals with its "T want to be recycled visual campaign. A series of PSA videos tell the stories of a plastic bottle transformed into a park bench or aluminum cans 0 destined to help build a stadium. The unique take on recycling creatively humanized what is normally a technical and scientific topic. 41

2 Nonprofits are frequently using niche social networks to tell visual stories. The U.S. chapter of the United Nations Children's Fund recently conducted a successful visual campaign on Instagram. Using the hashtag #5thBDay the organization encouraged supporters to submit photos ofthemselves on their fith birthday, spreading the message that everyone deserves a fifth birthday. The campaign 43 highlighted the ongoing issue of early-childhood mortality 14 45 A popular campaign from ONE helps viewers visualize 130 million girls, the number who are deprived of an education each day. Launched on International Women's Day in 2017, ONE engaged its 46 audience and harnessed the hashtag to promote its message. spreading awareness ofthe crisis with, the meme #GitCount. The campaign's website asks visitors to choose a number between one and 130 million, then post an image orvideo of them communicating that number in some creative way. Once all 130 million 47 have been posted, the images will be combined to create what the ONE team hopes will be the world's longest user-generated film 18 The international education philanthropy Pencils of Promise also took advantage of the latest technology to promote its cause. The nonprofit virtually transported audiences to a small classroom in 49 Ghana to illustrate the ways education is benefiting one rural community The 90-second virtual reality film lets viewers experience the stark contrast between the tropical landscape and the impoverished village that lies within. Audiences are then introduced to school children 50 attending class within a new building, thanks to Pencils of Promise 51 The film helped the organization raise $1.9 million within a year of its release. 52 53