Non-profit organization marketing

Author: Wu Guanzhi
Publisher:
Publish Date: 2003-09-01
Features: Marketing originated in the United States in the early 20th century. It has only been about 20 years since marketing was introduced to China as a management discipline. Currently, the concept of marketing has been gradually accepted by for-profit enterprises, and almost all activities related to businesses cannot be separated from marketing. However, introducing the concept of marketing and its related theories into non-profit organizations has not truly begun yet. Neither academia nor non-profit organizations themselves have paid sufficient attention to marketing research in this area, let alone systematic studies. Based on the above considerations, the author developed the idea of writing this book. Fortunately, China Renmin University Press invited the author to compile the "21st Century Marketing Series Textbooks," which made the original intention come true. This book is based on the author's several years of teaching "Marketing Management for Non-profit Organizations" to marketing majors at Renmin University of China. During the writing process, the author strives to address the management issues of non-profit organizations from the perspective of their overall tasks, rather than being confined to a specific project of the organization. In reality, there are various types of non-profit organizations engaged in profit-driven operations. Currently, non-profit organizations in China have not been legally defined, making it difficult to provide a clear definition. Therefore, this book focuses on the characteristics of non-profit organizations, combining modern marketing theories to study marketing strategies and methods suitable for non-profit organizations. The purpose is to introduce non-profit marketing to readers in a reasonable and objective manner, enabling them to understand non-profit marketing from both theoretical and practical perspectives, thereby updating their professional knowledge and laying a solid foundation for better engagement in non-profit work in the future.
This book consists of 12 chapters and systematically introduces the definition and classification of non-profit marketing, its characteristics, non-profit marketing orientation, and management features. While elaborating on these aspects, it analyzes the macro and micro environments that influence non-profit marketing. Based on this, it determines the marketing objectives of non-profit organizations and formulates corresponding marketing strategies and plans, including market segmentation, target market selection, and market positioning. In terms of the marketing mix, this book focuses on the key marketing functions of non-profit organizations, such as their products and services, pricing and cost management, channel management, and communication. Additionally, it discusses the relationship between fundraising and marketing in non-profit organizations, fundraising planning and strategies, and fundraising performance evaluation, tailored to the characteristics of non-profit organizations. It also emphasizes the management issues of volunteer recruitment, volunteer management, volunteer performance evaluation, and volunteer training and development.
It should be noted that non-profit marketing differs from traditional marketing in some aspects, and the corresponding marketing theories and practices are also not entirely the same. Currently, there are still many issues that require further in-depth research. At the same time, it is hoped that readers can re-evaluate this new field. This book is suitable for senior marketing students and professionals engaged in management in practical departments.