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Nonprofit Marketing Marketing Management For Charitable And Nongovernmental Organizations 1st Edition Walter Wymer , Patricia Knowles , Roger Gomes - Solutions
Define joint venture.
Define joint issue promotion.
Define corporate philanthropy.
Define corporate foundation.
Define cause-related marketing.
What can Mr. Love do to best improve his chances for success?
What will the drug industry’s message be in response to Mr. Love’s advocacy for reform? What will politicians who support the industry use as their argument against reform?
Drug companies spend millions advertising in the media. Will this discourage the media’s news departments from covering his story? What can he do?
How will Mr. Love get the news media interested in his issue?
Mr. Love will have to convince the public that reform is needed. He realizes he does not have the resources to communicate the complexity of the problem to the public. What will his message be?
As the U.S. market for tobacco products declines, U.S. tobacco companies are refocusing their marketing efforts abroad, and tobacco use in international markets is growing. One team of students should represent a social marketing organization whose task is to convince the public not to use
This assignment is designed to give you an opportunity to explore a particular issue marketing example: use of renewable, wind-generated electricity. Go to the website www.awea .org. Describe the strategy this organization uses to achieve its objectives.
This assignment is designed to give you the opportunity to better appreciate the breadth of social marketing campaigns and to explore some real examples in areas of your personal interest. Please visit the website www.psaresearch.com/bibsocial.html. Notice the range of social marketing examples on
What tactics should issue marketers use when communicating directly to policy makers? The news media?
How can issue marketers deal with a well-funded advertising campaign by an industry opposed to reform?
Describe the relationships between the business sector, the public, and the government that affect policy reforms.
What are characteristics of an issue that reduce its chances of obtaining policy reform?
Can you think of an issue that could be used in an issue marketing campaign?
What are some examples of behavior changes that are easy to adopt and changes that are difficult to adopt? What are the differences in easily changed behaviors compared to difficult-to-change behaviors?
Why is social marketing challenging?
Describe issue marketing tactics.
What social marketing tactics are used to improve the adoption of new behaviors?
Describe the AOM model.
Define issue marketing.
Define social marketing.
Chief Kelly is experiencing a situation common to leaders in many small nonprofit organizations. His focus is on the organization’s mission and on providing services. He does not have a marketing orientation and has little training in marketing and little time to dedicate to marketing
Identify and discuss other possible alternatives.
Which alternative(s) should Chief Kelly implement and why?
Consider the advantages and disadvantages of each alternative Chief Kelly is considering. Discuss each one’s potential for success in terms of recruiting and retaining volunteers, as well as the public’s reaction to reduced services or possible tax increases.
Offer volunteers retention incentives such as subsidized mortgage rates, lower insurance rates, or lower local taxes.
Supplement the volunteers with a core group of paid volunteers. Taxes will have to be raised.
Offer housing and tuition to some local community college students in exchange for working shifts as firefighters.
Consolidate the multiple town volunteer fire departments into one countywide fire department with five or six paid firefighters.
Visit the website www.healthassistancepartnership.org/ship-pilot-project/pilotproject-retaining-volunteers.html. Compare and contrast these tips with the concepts presented in this chapter. What surprised you most? What insights did you gain from this site?
E-activism is becoming very popular among nonprofit advocacy organizations. Form teams of students with similar social concerns (or do this as an individual exercise) and find e-activism opportunities that correspond to your values and interests. Present your findings to the class.
Want to combine your desire to volunteer for a worthy cause with your desire to travel? Go to the website www.idealist.org and click on Volunteer opportunities. Find an international volunteer assignment that appeals to you and present your findings and thoughts to the class.
An online manual was prepared by the Best Practices Subcommittee of the Maryland Advisory Committee on Volunteerism, which is a standing committee of the Governor’s Commission on Service and Volunteerism. It is available at www.gosv.state.md.us/ volunteerism/publications.asp. There are 10
A checklist for effective volunteer management is available online at www.mapnp .org/library/org_eval/uw_hr.htm (scroll down to the section that deals with volunteers). In teams, use the checklist to evaluate a local nonprofit organization’s management of its volunteers.
Visit Sidelines National Support Network at www.sidelines.org. Describe the purpose of the organization. Is this cause suitable for virtual volunteering? What type of virtual volunteer would be appropriate?
Effective managers must have good people skills. Managing staff-volunteer relations is an area in which superior people skills are essential. Visit the website www.vskn.ca/hrm/vrelate .htm and study the section on interpersonal skills. How can nonprofit managers encourage positive relations between
Visit the website www.volunteering.org.uk/missions.php?id=635. Summarize the information on volunteer recruitment, screening, and selection, as well as training, supervising, and disciplining volunteers. Also describe volunteer liability and types of coverage available.
Visit the website www.serviceleader.org/new/virtual/index.php. Select articles on a virtual volunteering topic that interests you and write a one-page summary of what you learn from them.
Visit the iMentor website at www.imentor.org/. What is the mission of this organization, and who are its clients? Do you think this program will be successful (why or why not)? This program matches adults with children; describe the screening process for potential volunteers.
Visit the website www.netaid.org. What is NetAid? Describe its purpose. What are some online volunteering opportunities that appeal to you?
What are some of the qualities of excellent volunteer supervisors?
In respect to volunteers, what are some of the qualities of excellent nonprofit leaders?
When looking for new volunteers, which group of people includes the most promising prospects?
What is the difference between personal and nonpersonal recruitment appeals? Which is more effective and why?
How can individuals’ life stages influence their volunteer choices?
What elements should be included in a volunteer job description?
Describe the interpersonal influences on volunteering.
Describe the personal influences on volunteering.
Describe the four volunteer roles.
What factors are contributing to increased competition for volunteers?
Define corporate volunteering.
Define virtual volunteering.
Define facilitation.
List the four volunteer roles.
Define ongoing volunteering.
Define episodic volunteering.
Define volunteer program manager.
Define volunteer.
Go to the office of your local government and identify the permits you would need to host a charity concert with an expected attendance of 10,000 people. The concert will include the supply of both food and alcoholic beverages at the venue.
This assignment is designed to highlight the roles of different stakeholders when planning a large outdoor concert organized to promote a social issue of your group’s choosing. Divide your group into representatives of government, a corporate sponsor, a community leader, and a nonprofit
Why should objectives be measurable?
What are the benefits of producing special events?
Why is detailed planning critical when conducting events?
What are the purposes for which nonprofit events are designed?
What is the critical issue in defining nonprofit events?
What happens if events do not offer a customer something out of the ordinary?
List the eight elements of the marketing mix for special events.
Explain the primary motivation for nonprofits to develop a relationship with a company.
Describe a network structure.
Explain feasibility in terms of a special event.
Define special event from a customer’s perspective.
Define special event from a sponsor’s perspective.
Bob Smith was a successful business person who pledged $50 million to his alma mater, MidState U. The donation was to be $10 million per year for 5 years. Bob was inducted into the university’s elite President’s Club for top donors. In June of the second year, Bob passed away. Bob’s will left
At the website of the Association of Fundraising Professionals, http://www.afpnet. org/, in the left column click on “Ethics,” then review the material under “Guidelines, Codes, Standards” and “The Donor Bill of Rights.” In teams, propose something you have noted around the university
Enter www.givingandvolunteering.ca/, look through the “Fact Sheets” and “Reports and Manuals,” and investigate how Canadian gift and major gift donors may differ from U.S. donors.
Enter fdncenter.org/pnd/, which is the website for Philanthropy News Digest. Read up on the latest issues and events in nonprofit major gift fund-raising.
Enter philanthropy.com/ and from the list on the left, click on “Jobs.” Then, in the center, under “Browse Jobs by Position,” click on “Fund-raising,” then click on “Major Gifts,” then on “Sort by State.” Then pick out some jobs in your state that interest you and become
Enter http://philanthropy.com/stats/donors/works and develop a list of the 10 most generous charitable donors.
What are alternative formats for major giving?
What kinds of objections, concerns, and barriers to a request for a major gift should a nonprofit marketer anticipate? How could each be handled?
What is involved in moving a potential major gift donor from unawareness to full involvement with the nonprofit?
How might a nonprofit go about engaging in marketing research to identify potential donors of major gifts?
What does it mean to say that a nonprofit should “focus on individuals” and “focus on donor benefits” when it comes to major gift fund-raising?
What kinds of information should a nonprofit gather about its individual donors?
What kinds of questions should be part of an objective offer analysis and why?
Given the rules one can use to find a nonprofit’s largest donors, how might a nonprofit go about raising $1,000,000?
Know the steps in the AIDTIM model presented in this chapter as well as the overriding purpose of the model.
Explain the areas where a major gift donor may feel personal satisfaction.
Be able to list the traditional tactics that have been used successfully in reaching nonprofit donors.
Define supporter relationship management.
Explain the difference between the three methods one could use to identify a nonprofit’s largest donors: the rule of thirds, the 80/20 axiom, and the 90/10 axiom.
Define the term major gift.
Develop a direct mail program that includes goals and objectives, list descriptions, an activities blueprint, draft copies of creative materials, and a budget.
What lists would you use or acquire for a direct mail program?
If you were Susan, who would you target for fund-raising? Rank your list of targets in terms of potential for producing the greatest levels of funding.
Investigate the effectiveness of using premiums as a direct marketing response incentive for nonprofit organizations (a controversial topic). Teams can use the Internet to make the information search more efficient (one site worth checking is www.cdmdirect.com/ dmpremiums.htm). You should discover
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