Principles of Marketing for Nonprofit Organizations
When we think of marketing, we typically think of the activities that a for-profit company engages in. However, marketing is an important function for nonprofit organizations as well. Effective marketing is how nonprofit organizations determine the needs of their clients and their donors. As in the for-profit world, nonprofit marketing includes advertising, promotion, public relations and customer relationship management. This course examines how nonprofits use marketing to publicize their mission and to gather contributions of time and money. The course also discusses marketing planning in the nonprofit organization.
This course has an “Ask the Expert” feature, which submits your questions directly to an expert in the field you are studying. Questions are answered as quickly as possible, usually within 24 hours.
Benefits and Learning Outcomes
- Define what marketing is within the nonprofit environment
- Explain the service-intensive nature of nonprofit program activities
- Explain how the marketing mix is expanded for service products (the Three Ps of Services Marketing)
- Describe the importance of customer satisfaction and how expectations play a role in satisfaction with service products
- Discuss the role of ethics in nonprofit marketing
- Describe the importance of a nonprofit marketing plan
- Describe how target markets can be identified for donors
- Explain how new service products are developed by nonprofits
This workshop is self-paced and online. You will have access to this workshop for 30 days. Upon successful completion, you will receive a University of Wisconsin-Milwaukee School of Continuing Education completion verification.
Learners must score an average test score of at least 70% to meet the minimum successful completion requirement and qualify to receive IACET CEU credit.
This workshop is intended for adults seeking to gain a basic understanding of the principles of marketing in a nonprofit environment.