Public sector and non-profit marketing
Public sector org
The Nature of public sector orgs
Services delivered by public sector orgs have distinctive characteristics
Political objectives tend to be dominant (rather than commercial)
Societal benefits for citizens are often stressed over individual benefits to consumers of the service
The Need to serve multiple stakeholders
The spectrum of public services
public services varies tremdsloudly
categorised on a spectrum of societal vs private benefit
and the professional vs consumer judgment
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Non for profit
on-profit organisations are non-governmental and non-commercial, voluntary and charitable organisations that focus on the advancement of social causes and provide social benefits to the general public
The nature of non-for-profit
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The NVCO Identifies six charectrics for non-profit
Formality– they are formalised and institutionalised to some extent, with a recognisable structure, and a constitution or a formal set of rules
Independence – they are separate from the state and private sector
Non-profit distributing – they do not distribute profits to owners or directors but reinvest them in the organisation or use them for the benefit of the community
Self-governance – they are truly independent in determining their own course
Voluntarism – they involve a meaningful degree of voluntary participation through having, for example, a trustee board, volunteers, and donations
Public benefit – they have social objectives and work to benefit the community.
12 categories of non profit
Customers in public and non profit context
In public sector context
Alford (2002) distinguishes Two amin sets of stakeholders
Citizens
Customers
3 differnt types of customers
Paying customers
beneficiaries
obligatees
People who pay for a service directly
People who benefit from service which they do not pay for
forced to interact with a public sector org in a way they would not normally chose to do
in Non profit context
similar to public sector orgs
Two toher important stakeholder groups
Donors
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Marketing comms in public sector and non for profit
Public sector
Function
Inform
Influence
Confirm
Position
Support values and motivate
Principles
Non partisan
Transparent
objective and complete
adapted to the needs of the target audience
Marketing in non-profit
Functions of non profit marketing comms
Creating awareness
Principles of non profit marketing comms
promoting causes and services
fundraising
engaging volunteers
driving policatical and social change
Understanding the audience
identify the goal
making it personal
using current events in the message
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