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.
- Currently offered by Alphacrucis: Yes
- Unit code: MAN216
- Credit points: 10
- Total workload hours per week: 10
- Number of timetabled hours per week: 3 *
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)).
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
- 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.
Project (25%, 1250 words); Exam (25%); Major Essay (50%, 2500 words)
- Andreasen, Alan R., Kotler, Ph. Strategic marketing for nonprofit organizations. 6th 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. 2nd 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. 2nd 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. 1st 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.