NPO

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• Nonprofit organizations

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• NPOs also need marketing people, eg Heart
  Stroke Foundation, Canadian Cancer Society, Ducks
  Unlimited, Canadian Wildlife Federation, Outward
  Bound

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Marketing for NPOsNon Profit Organizations

• Churches
• Associations
• Art groups
• Music groups
• Dance and performance groups (eg. Caribana)
• Government services (eg. Police, fire)all of
  these groups need marketing to get participants

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NPO marketing, example
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Marketing Concept applied in NonProfit
Organizations - NPOs

• The purpose is Advocacy advertising
• Some NPOs have to market in order to maintain
  their position in the community otherwise they
  will cease to exist
• Some NPOs operate businesses that sell products
  or services in order to raise money

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Marketing Concept - NPOs

• In the text it mentions a shelter for the
  homeless may fail if supporters focus on AIDS
  education
• This is one reason who health related NPOs
  market aggressively since their donations usually
  come from the same audienceeg. Some people say
  Cancer research has faltered due to the
  popularity of raising money for AIDS

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Marketing Concept - NPOs

• Bottom Line

• Profit is not measured the same way
• Profit can be in terms of money raised for
  research- or the number of people that quit
  smoking- of the number of people that give
  bloodpage 45

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Marketing Concept - NPOs

• Volunteers

• Volunteers are necessary to perform the services
  - but there are problems with having
  non-professional, non-permanent staffVolunteers
  do what they want to do, and this may not fit
  with the objectiveseg. Fashion show