Details for Strategic Marketing for Non-Profit Organisations

Non Profit Organisations (NPO’s) are not designed to create economic value (to make profit) but to create social and/or spiritual value. In this context, the marketing of the organisation becomes more complex because the organisation needs to satisfy the needs of its key clients; but also needs to attract donors, volunteers, advocates, government support etc. This unit introduces students to this so-called multi-stakeholder marketing, focussing on issues such as how to create a movement, how to turn supporters into advocates, how to engage major sponsors and social investors, as well as how to identify and attract grants.

Quick Info

Currently offered by Alphacrucis: Yes
Unit code: MAN216
Credit points: 10
Total workload hours per week: 10
Number of timetabled hours per week: 3 *

* Note: Units with reduced contact hours (such as those taught in Intensive format) will have an increased assessment component.↩

Prerequisites

None

The unit Strategic Marketing for Non-Profit Organisations is part of the subject area Management and is offered as a part of the following Awards: Bachelor of Contemporary Ministry (Alphacrucis College (NSW Dept. of Education)).

Unit Content

Curriculum Objective

This unit is designed for students who want to study the specific marketing issues facing churches and Non Profit Organisations (NPO’s) in today’s post-modern society

Subject Content

Marketing and promotional ethics
Marketing an organisation with Christian values in a post-modern society
Developing a marketing strategy for a church or NPO
Product design as key marketing tool to engage the target customer
Social Marketing
Formulating communication and promotional strategies
Marketing communication tools: Advertising, PR, Promotions and new media

This course may be offered in the following formats

Lectures, guided reading and reflection, case studies, syndicate work.

Please consult your course prospectus or enquire about how and when this course will be offered next at Alphacrucis College.

Assessment Methods

Project (25%, 1250 words); Exam (25%); Major Essay (50%, 2500 words)

Prescribed Text

Readings provided

Representative References

Andreasen, Alan R., Kotler, Ph. Strategic marketing for nonprofit organizations. 6^th ed. Upper Saddle River, N.J.: Prentice Hall, 2003.
Barna,, G. The habits of highly effective churches:being strategic in your God-given ministry. Ventura, Calif.: Regal Books, 1999.
Bonk, K., Griggs, H. and Tynes, E. The Jossey-Bass guide to strategic communications for nonprofits: a step-by-step guide to working with the media to generate publicity, enhance fundraising, build membership, change public policy, handle crises, and more. San Francisco, Calif.: Jossey-Bass, 1999.
Brinckerhoff, Peter C. Mission-based marketing:positioning your not-for-profit in an increasingly competitive world. 2^nd ed. Hoboken, NJ: Wiley, 2003.
Driscoll, M. The radical reformission : reaching out without selling out. Grand Rapids, Mich.: Zondervan, 2004.
Frost, M. and Hirsch, A. The shaping of things to come:innovation and mission for the 21st-century church. Peabody, Mass.: Hendrickson Publishers, 2003.
Gallup Jr., G.H. and Lindsay, D.M. The Gallup guide:reality check for 21st century churches. Princeton, N.J.: Gallup Organization ; Loveland, Colo.: Group, 2002.
Hesselgrave, David J. Communicating Christ cross-culturally:an introduction to missionary communication. 2^nd ed., Grand Rapids, Mich.: Zondervan, 1991.
Quelch, John A. and Laidler-Kylander, N. The new global brands:managing non-government organizations in the 21st century. 1^st ed. Mason, OH: South-Western, 2005.
Shawchuck, N., Kotler, Ph et al. Marketing for congregation: choosing to serve people more effectively. Nashville: Abingdon Press, 1992.