Too Much Competition?
Is it true that marketing is something that all organizations do, whether they recognize it or not (Kotler), and we can thereby argue that IMC does have a place in nonprofit communications? Or, does the introduction of true marketing techniques in nonprofit communications further increased competition (rather than alleviate the competitive environment) for the fiscal attention of donors, leading to a "competitive stalemate" amongst larger NPOS and “compassion fatigue” amongst donors? Is the issue that publicity and marketing have been lumped together and are now perceived as synonymous?
I don’t have an answer, but I’d like to propose a debate on whether NPOs marketing efforts make the competitive aspect of the nonprofit atmosphere better or worse.
I don’t have an answer, but I’d like to propose a debate on whether NPOs marketing efforts make the competitive aspect of the nonprofit atmosphere better or worse.
posted by Anonymous @ 4:59 PM
1 Comments:
At 5:35 PM, November 06, 2006,
austin said…
Nonprofits have to market themselves. Without marketing, how is a donor to know the nonprofit exists and why the nonprofit needs money. The competitive aspect of nonprofits is made worse because it emphasizes the battle nonprofits do in trying to attract "the" donor. Donors ideally should seek nonprofits that have a mission the donor would like to support, but often times the donor wants to give just to give and doesn't really put much research in it. In these situations, the marketing efforts are then responsible for attracting the donor.
"A 'competitive stalemate' amongst larger NPOS" has been reached, but establishing quality marketing techniques/strategies is still sought by the smaller organizations. No one is marketed to so no one knows, or all organizations market equally so every one knows. No one knowing can't be a good thing, so marketing then gets everyone to know.
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