'Marketing' was 'Taboo' word for Non Government Organizations few years back. But now things have changed. Branding and Advertising has became crucial for the survival of NGOs. Like a necessary evil the 'NGO Marketing' is evolving with the increase in mushrooming NGOs everywhere in India.
Before discussing 'NGO Marketing' let us understand the Stakeholders of NGOs. The 3 main stakeholders of NGOs are
1) NGO people (Members, Management, Volunteers, Employees)
2) Donor (Individual, Corporate, Big NGOs, Government, Groups)
3) Beneficiaries (Community, Target people)
Why Marketing is important?
Marketing becomes important so as to make Donors aware of the good social work which an NGO is doing for the Society. It helps attract more donations which can be used for more projects and activities for the beneficiaries.
Marketing also helps to spread awareness about the social cause of the NGO and hence attract more non-paid basis, self-motivated people to work as Volunteers.
Is 'NGO Marketing' a Service Marketing?
NGOs do Social Service and hence it's an obvious thing that we can use basics of Services Marketing to NGO Marketing. But as the Services are not provided for-profit basis we find some crucial differences here and there.
7 Ps of NGO sector:
PRICE: NGOs need 'funds' for implementing their programs, carry out the projects; there is a cost associated with almost all the activities carried out by an NGO. Hence the allocation of amount generated through donation is planned for the cost of execution of projects and vice verse.
PLACE: NGOs operate through their Offices and Centers. They can set-up their shops/canopy of the products which are made by their beneficiaries like handicrafts, arts, greetings, drawings etc.
PROMOTION: Promotion is very important and relevant term in Marketing of NGOs. Direct Marketing, Publicity,Sponsorship, Public relations etc. play vital role in NGO Marketing.
PRODUCT: Non profit Organization can sell products made by their beneficiaries to make them self-sufficient and improve their confidence. So here Product is equivalent to the 'benefits' provided to the target group by NGO.
PHYSICAL EVIDENCE: Donors pay generously. So they expect their money to be used for the correct purpose and hence 'physical evidence' of the 'use' of this money helps gain more donations.
PROCESS: There is a process of generating funds from donors and allocating it to projects which imparts benefits to the community. Hence the process through which NGOs generate funds from Donor Agencies is crucial in NGOs sector
PEOPLE: NGOs are completely people-oriented Organizations. Non-paid Volunteers who help on various projects are the most important people involved in NGOs. Apart from that founders and members of NGO and the employees etc. are the people who work of the community through NGOs.