Introduction
Marketing in most business organizations is aimed at making profits. However, there are some business organizations which engage in marketing without intentions of making profit . Marketing goals for non-profit making organizations are different from those of other organizations.
Some of the renowned non -profit organizations include Bread for the world, Heritage for the blind, child find of America among others. This essay will focus on National Organization for Women as one of the non-profit organizations.
Organization Centered Marketing Strategies
National Organization for Women has found it important to market its services for potential members to get information about the services.
Social media is an organization centered marketing strategy used by the organization to make known its services to current and potential members. Some of the social networking avenues such as Face book, You Tube, Twitter and others are used by National Organization for Women to spread information on its services .
Another organization centered marketing strategy used by National Organization for Women is networking. Networking involves establishing contact with different individuals who assist in spreading information about the activities of the organization (Cornell University, n.d).
Networking through the word of mouth is an important marketing strategy for National Organization for Women. In this type of marketing strategy, opinions about the non-profit organization are expressed. Potential members can easily trust opinions of the organization expressed by other people.
Audience Centered Strategies
Apart from using marketing strategies that are organization centered, the organization has ways of ensuring that it becomes audience centered. One of the ways through which National Organization of Women can become audience centered is by giving its members the first priority in addressing their concerns. Programs should be established that facilitate handling of the needs of the members.
After the plans are put in place, the organization should select particular individuals to ensure that the programs are implemented effectively. This will be an important strategy of making National Organization of women audience centered .
The second strategy that the organization can use to make it audience centered is the establishment of a complaints channel. This is an avenue through which the members can direct their complaints for action.
Members of non-profit organizations at times have issues they would like to be addressed and if the issues are not addressed, this might affect their confidence in the organization. When members have a channel through which they can raise their complaints, it would be easy to deal with their concerns .
Conclusion
Non- profit organizations are different from other organizations in that their activities are not aimed at investment or making profit. Despite the fact that they are different from other organizations, they still engage in marketing strategies. National Organization for Women is one of the non-profit organizations that use social media such as Face book, Twitter and YouTube as an organization centered marketing strategy.
In addition, the organization uses networking to make known its services. Apart from organization centered marketing strategies, the organization gives its members the first priority as a way of becoming audience centered. It also establishes programs that deal with customer complaints .
References
Andreasen, A., & Kotler, P. (2008). Strategic marketing for nonprofit organizations. New York: Prentice Hall.
Maynard, W. (2005). Marketing for Non-profit Organizations. Web.
McLeish, B. (2010). Successful Marketing Strategies for Nonprofit Organizations:Winning in the Age of the Elusive Donor. New Jersey: John Wiley and Sons.
Paley, N. (2006). The manager’s guide to competitive marketing strategies. London: Thorogood Publishing.
Pride, W., & Ferell, C. (2006). Marketing: concepts and strategies. Boston: Cengage Learning.
University, C. (n.d). non-profit organizations: an overview. Web.