Principles of Marketing for Non-Profit Organizations

Presented by Lumity

When we think of marketing, we typically think of the activities that a for-profit company engages in. However, marketing is an important function for non-profit organizations as well. Marketing is the way that non-profits determine the needs of their clients and their donors. As in the for-profit world, non-profit marketing includes advertising, promotion, public relations, and customer relationship management. This course examines how non-profits use marketing to publicize their mission and to gather contributions of time and money. The course also discusses marketing planning in the non-profit organization.

After completing this course, you should be able to:

• Define what marketing is within the non-profit environment
• Explain the service-intensive nature of non-profit program activities
• Explain how the marketing mix is expanded for service products (the 3Ps of Services Marketing)
• Describe the importance of customer satisfaction and how expectations play a role in satisfaction with service products
• Discuss the role of ethics in non-profit marketing
• Describe the importance of and explain the process of non-profit marketing plan
• Describe how target markets can be identified for donors
• Explain how new service products are developed by non-profits

This course is self-paced and online. You will have access to this course for 30 days. Upon successful completion, you will receive a Winchester Center for Management Development certificate of completion.

Target Audience: This course is designed for adult learners.

Level/Prerequisites: Introductory/No Prerequisites

Estimated time to complete: 3-5 hours

Duration: 30 days

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