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6
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• 1?Strategic Marketing for Nonprofit
  Organizations, 3rd, 4th, 6th eds. Alan R.
  Andreasen, Philip Kotler, Prentice Hall, Upper
  Saddle River, New Jersey, 1991, 1996, 2003
• 2?Marketing Management for Nonprofit
  Organizations, Adrian Sargeant, Oxford, 1999
• 3?Marketing in the Not-for-Profit Sector,
  Margaret Kinnell, Jennifer MacDougall, 1997
• 4?Other Journal Papers

7
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• Section 1 (9/24-10/8)
• Developing a Customer Orientation
• The Growth and Development of Nonprofit Marketing
• Developing a Customer-Centered Mindset

8
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• Section 2 (10/15-11/5)
• Strategic Planning and Organization
• The Strategic Marketing Planning Process
• Understanding Consumer(Target Audience) Behavior
• Developing a Core Marketing Strategy
  Segmentation, Positioning, Branding

9
???????

• Section 3 (11/12-11/26)
• Developing and Organizing Resources
• Generating Funds
• Attracting Human ResourcesStaff, Volunteers, and
  Boards
• Working with Private Sectors

10
???????

• Section 4 (12/3-12/17)
• Designing the Marketing Mix
• Social Marketing
• Managing Perceived Costs
• Facilitating Marketing Behaviors
• Managing CommunicationsChannel, Advertising and
  Personal Persuasion

11
Mnemonic Description

• NPO- Non-Profit Organization
• NFP-- Not-For-Profit Organization
• NFGO-- Not-For-Gain Organization
• PVO-- Private Voluntary Organization
• NGO--Non Government Organization

12
Mnemonic Description

• NGO subgroups
• GONGO-- Government Organized Non Government
  Organization
• QUANGOs -- Quasi Autonomous Non Governmental
  Organization
• BONGOs-- Business Organized Non Governmental
  Organization
• FONGOs-- Funder Organized Non Government
  Organization
• PONGOs Political Organized Non Government
  Organization

13
A Classification of Nonprofits

• 12 Groups
• National Taxonomy of Exempt Entities(NTEE)
• Assign 4 digit-code to each distinct category of
  nonprofit
• First digit- the purpose of the organization
• Second and third digit-the major focus of the
  organizations programs
• Fourth digit- the Nature of the primary
  beneficiary group

14
A Classification of Non-profits

• Group1 Culture and Recreation
• Organization and activities in general and
  specialized fields of culture and recreation
• 1100 Culture
• Media and Communications
• Visual Arts, Architecture, Ceramic Art
• Performing Arts
• Historical, Literary and Humanistic Societies
• Museums
• Zoos and Aquaria

15
A Classification of Nonprofits

• Group1 Culture and Recreation
• 1200 recreation
• Sports Clubs
• Recreation and Social Clubs
• 1300 Service Clubs
• See R.2 Chapter1 Introduction PP.4-6

16
A Classification of Nonprofits

• Group2 Education and Research
• Organizations and activities administering,
  providing, promoting, conducting, supporting and
  serving education and research
• 2100 Primary and Secondary Education
• Elementary, Primary and Secondary Education
• 2200 Higher Education fundraising Organizations
• Higher Education

17
A Classification of Nonprofits

• Group2 Education and Research
• 2300 Other Education
• Vocational/Technical Schools
• Adult/Continuing Education
• 2400 Research
• Medical Research
• Science and Technology
• Social Sciences, Policy Studies

18
Five sets of important factors explaining the
scope scale of NPO

• Heterogeneity-more diverse population, larger
  profit sector.
• Scope of the Welfare State-fill the most
  important gaps left by the state
• Level of Development-middle class base helps the
  country transiting from developing to developed
• Legal Framework-common law systems are more
  conducive
• Historical Traditions-each society thus evolves
  its own pattern of social supports.