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Nonprofit Marketing Marketing Management For Charitable And Nongovernmental Organizations 1st Edition Walter Wymer , Patricia Knowles , Roger Gomes - Solutions
Acquire a direct mail packet from home (one that a team member has received) or from a nonprofit organization. Identify the components of the packet, using direct mail jargon. Evaluate the quality of each component.
In teams, develop telemarketing scripts for a suicide hotline volunteer recruitment drive. Role-play in class using your scripts.
In teams, interview a nonprofit’s manager to learn how that organization uses direct marketing. In class, report findings and discuss the importance of direct marketing in meeting organizational objectives. How is direct marketing used? What types of direct marketing are most used? For what
Internet direct e-mail is a relatively new direct marketing medium. Visit www.nonprofits .org/if/idealist/en/FAQ/CategoryViewer/default?category-id=106&sid=36611365-117-RznnF. What issues concern nonprofit managers regarding Internet direct e-mail?
Visit the website www.wilbers.com/fund-raising.htm. It discusses a 10-step process for writing a direct mail cover letter. How does this information compare to this chapter’s recommendations?
Visit the Chronicle of Philanthropy’s direct marketing Web page at philanthropy .com/directmarketing/. What direct marketing services are available? Describe the types and variety of services related to lists.
Visit the CharityChannel website at charitychannel.com. What resources are available there to nonprofit managers? What are the differences among the various international versions of CharityChannel? Visit the Career Search Online portion of the site. What are the available positions?
Visit the Direct Marketing Association Nonprofit Federation website at www.the-dma .org/nonprofitfederation/index.shtml. What is the purpose of this organization? Who are its members? What are current issues of interest?
Is it important for a return envelope to have prepaid return postage?
Figure 7.3 is conspicuously missing a step. Can you identify this step?
Can a direct mail campaign that produces a net loss (costs of program exceed donations) ever be considered a success?
What is an activities blueprint, and what is its use?
From the Chapter Insight on page 199, which list type would generally produce the highest response rate? The lowest? Why?
In the Chapter Insight on page 197, we learned that charities or political organizations are exempt from Do Not Call rules. Why do you think they were exempted?
How does direct marketing differ from traditional marketing?
In the Chapter Insight on page 195, we learned that direct marketing response rates tend to be greater for nonprofit organizations than for other types of organizations. Why do you think this is so?
List the five steps in planning a direct mail program.
Define scalability.
If getting your message to your target audience as rapidly as possible was your greatest concern, which type(s) of direct marketing would you use?
What are the most common types of direct marketing that nonprofit organizations use?
List and describe the advantages of direct marketing.
Define direct marketing.
In teams of two, complete a 4-column table that considers the nonmonetary prices that potential target publics of a nonprofit’s offer may have to “pay” to use the offer. Select a nonprofit and select one of its offers. Then, for each of the various publics (input, internal, partner,
Say that you as a class are creative services personnel in a well-known promotion agency. Say a nonprofit organization asks your firm to develop an IMC program for a new offer it has developed. Form teams. Teams will compete to develop the most creative, cohesive, and consistent IMC program for
Go to the Adopt-A-Minefield website (www.landmines.org.uk), choose one program explained there, and analyze the way it is promoted and priced.
Search online for examples of primary-demand and selective-demand promotions and prepare a short presentation about what you find.
Search online for examples of nonprofits that seem to be using revenue-, operations-, and patronage-oriented pricing objectives. Further, be sure to note the exact type of each objective, such as profit seeking or cost recovery, for revenue-oriented objectives.
Look up the following Web addresses and develop a presentation illustrating the types of aggressive promotion that the following nonprofits engage in. A. Progress for America, Inc., an organization that promotes nonpartisan, conservative policies that improve the quality of life for the American
What might be some nonmonetary prices for one or more real-life nonprofit offers?
What are some real-life situations in which each of the main pricing objectives should be used?
What are some real-life examples of situations in which a monetary price should not be charged for a nonprofit offer?
What are some real-life examples of situations in which a monetary price should be charged for a nonprofit offer?
How might a nonprofit combine promotional tools in order to effectively engage in integrated marketing communication?
In what situations should nonprofits use each of the main promotion objectives?
What are the pros and cons of using promotion in nonprofits?
What is the problem with someone’s defining promotion as simply advertising? Selling? Marketing? Why is it important to know the correct definition of promotion?
What are the various nonmonetary prices?
How might nonprofits consider setting monetary prices; that is, what questions should be answered?
What are the various pricing objectives?
When should monetary prices not be charged for offers of nonprofits?
When should monetary prices be charged for offers of nonprofits?
Why is pricing in nonprofits more complex than pricing in for-profits?
What is integrated marketing communication?
What is the promotional mix, and what are all the tools in the mix?
What are the various promotion objectives?
What role does promotion play in customer-oriented nonprofits?
Define promotion and price.
Go to www.switchboard.com; then, in the Find a Business section, enter your location, state, and the term organization for the Business Name or Category. Several types of organization categories should come up, but if they do not, pick a larger, nearby city. From the list, click on Charitable and
As a university student and client, you have in-depth knowledge of your school’s service offerings and their delivery system. The offer and place are called “controllable” marketing mix variables because they are designed and set in place by marketers like you and us. Work in teams. Each team
Go to the Adopt-A-Minefield UK website (www.landmines.org.uk), choose one program explained there, and analyze that program using the template from Exhibit 5.1. That is, for your selected program, determine that offer’s core benefit, basic offer, expected offer, augmented offer, and potential
Use your search engine to research the future of videoconferencing technology. Someday this technology will be as widely used as the telephone. List what types of nonprofit service delivery and offerings will be forever changed.
Use your search engine to search on the term +nonprofit +“life cycle”. Explore what is being said about the concept.
Enter www.onphilanthropy.com/, and in the upper right search box, enter the term branding. Read the articles about branding for nonprofits. Many are quite short but make important points.
Enter the term Dell Foundation in Google and search. Look for the link that has a URL starting with www1.us.dell.com/. Click on it, and then click on Open Grants, on the right. Look at the bottom of the page, where Dell tells prospective grant seekers that their offering must be catalytic,
Enter www.startnonprofit.org/, the website of the Colorado Nonprofit Development Center (CNDC). After reading about the center, click on Current Projects, on the right. Click on some of the nonprofits that CNDC is mentoring. Consider how your department might do the same.
What issues are involved in managing nonprofit offer distribution?
What are the steps of the new offer development process, and why is each step important in developing a successful offer?
What are the factors that seem to be very important when it comes to the success of a new offer?
What are some reasons nonprofits might have for developing new offers?
Explain what the CV/M matrix shows and why it might be useful for nonprofits to apply?
How should unsought, convenience, shopping, and specialty offers be distributed?
What are the differences between core, supplementary, and resource-attraction offers?
Why is it important for nonprofit marketers to know the five levels of an offer?
What effect might the differences between goods, services, and social marketing programs have on how those types of offers are distributed?
Why is it important for a nonprofit to know and understand the 4 P’s of the marketing mix?
Define channel of distribution.
Define mission creep.
Explain the difference between unsought, convenience, shopping, and specialty offers.
Explain the difference between core, supplementary, and resource-attraction offers.
What are the five levels of an offer?
What are the differences between goods, services, and social marketing programs?
Define the term offer from the point of view of a nonprofit employee or staff member and from the point of view of a client and a donor.
Define marketing mix.
As executive director of America’s largest charity addressing a terrible disease, you have 5,000 employees in cities across the country. Your organization uses direct mail, annual regional telethons, and local events such as “walks for life,” through which you raise many millions of dollars.
You have been appointed the Habitat for Humanity coordinator for volunteer sign-up and fund-raising for your school. Segment the student body. Think about how potential target segments might differ if you segment the student body by year (freshmen, sophomores, etc.), grade point average, gender,
Your college or department probably has an advisory board of business executives. Uncover how this board is currently utilized and consider ways it might be better utilized. Share your findings with the class, and if you find the board has not been utilized well, explain why you think that. Note:
(This assignment uses the chapter’s opening vignette as its input information. It asks you to apply skills you have learned in a basic marketing class but requires you to be creative in how to apply them in a nonbusiness situation. This will likely take considerable time and thought, but the
Search online for the various companies or services that nonprofits can use when locating information to use in a SMAP. Begin with Blackbaud Corporation (www.blackbaud.com) and Kintera (www.kintera.org). Find at least six organizations that nonprofits might want to use, and explain what each
Visit the Claritas website (www.clusterbigip1.claritas.com/claritas/Default.jsp) and search in “Industries we serve” for a nonprofit organization. Summarize for the class how segmentation analysis has helped that organization.
Visit the websites and locate the mission statements of (a) the University of Miami (Florida), (b) the largest public university in your state, and (c) your own university or college. (If you attend the largest public university in your state, look for the website and mission statement of a
When is market-based strategic planning most important?
How might organizational culture, values, and management approach affect planning?
Why is strategic planning based in marketing theory?
Of the three situations in which an individual is most likely to engage in strategic planning, which would you most prefer to be involved with and why?
How might the potential areas of change actually affect a nonprofit’s strategic plan?
What is the purpose of the SMAP?
What does it mean to say that “marketing topics are interrelated?”
Why should a nonprofit manager want to engage in strategic market analysis?
Why might nonprofit managers not want to engage in strategic market analysis? Accompany each of those reasons with examples from the chapter.
How are strategic marketing and strategic planning related?
When is market-based strategic planning most important?
How can organizational culture, values, and approach to management affect planning?
Why is strategic planning discussed in marketing theory?
What are the three situations in which someone is most likely to be asked to engage in strategic planning?
What are the potential areas of change that may affect strategic planning?
Give an overview of the SMAP.
List reasons analysis and planning are important to nonprofit managers.
List reasons nonprofit managers may not want to engage in strategic market analysis.
Define strategic marketing and strategic planning.
Form groups, and then split each group into two teams. In each group, one team will be the hiring team and the other will be the job seeker team. Go to www.philanthropy.com/jobs/jobs2 .htm. Each group of two teams will pick a job announcement from this list. The hiring team will prepare its list of
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