On Being Nonprofit, Essay Example

What are some of the reasons why people who work at Non-profit organizations might feel uneasy about marketing?

Nonprofit organizations do not embrace a make profit at all cost culture. In fact these organizations have no single owners. Funds accrued through surpluses must be used to benefit the entire organization and not the owners.  Therefore, extent to which the organization could expand depends on the amount of revenue it can generate based on the existing capital investments. Workers become uneasy because the firm/organization will not do anything unusual to increase revenue since the aim is not profit, but rather service. It would mean wage freeze accompanied by limited expectations for any upward morbidity in the organization where increases in salary is evident (Frumkin, 2005).

Why is it important for them to adopt a marketing approach?

Capacity building has been a challenge faced by many nonprofit organizations because they depend on funding from external agencies in providing services to the community. However, if nonprofit organizations adapt a marketing approach even though their goal is not to maximize profits the service area could be expanded. Subsequently, surpluses are increased without depending fully on external aid (Frumkin, 2005).

What are the marketing approaches applicable to nonprofit?

Some current non-profit marketing approaches includeestablishing a website advertising the company’s goods/services/products. Another approach is writing letters to editors engaging stakeholders who can benefit the organization with skills, expertise and finances. A third approach is garnering support and revenue from launching special events such as an open house fund raisers or a festival/fair displaying services/goods/products, which could be sold at the event site(Frumkin, 2005).

References

Frumkin, P. (2005). On Being Nonprofit: A Conceptual Primer. Harvard University Press.