Internet Marketing

Nonprofit Marketing

Abstract

An organization’s mission statement or the stated purpose of nonprofit organization is a carefully crafted definition of its long term focus and scope. Properly done, the statement provides the basis for setting objectives and all the strategic planning that follows. For example Special Olympics has the following mission statement (www.specialolympics.org) “The mission of Special Olympics is to provide year-round training and athletic competition in a variety of Olympic-type sports to children and adults with intellectual disabilities in order to develop physical fitness, demonstrate courage, experience joy and participate in a sharing of gifts, skills and friendship with their families, other Special Olympics athletes and the community”.

Managers in this organization have adopted a marketing approach. In Special Olympics marketing tactics is used to build the organization’s image and reputation in the society and help the public remember the organization and its cause. Their marketing tactics help differentiate them from other nonprofit offering the same program. Marketing tactics is used to attract and retain donors and volunteers.

In broader view Special Olympics’ marketing is a management orientation that helps the organization expands its horizon beyond its internal operations and programs to also encompass the external world that also affects the organizations.

The organization’s marketing executives must start with strategic marketing analysis to develop a clear understanding of the market needs, perceptions, preference, values and competitive forces .Special Olympics strategic objective states the broad direction of the organization.The organization (www.specialolympics.org) has set the following objectives:

1. To achieve quality growth by creating innovative opportunities to bring the Special Olympics experience to more of the world’s 190 million people with intellectual disabilities

2. To create positive...