Marketing Strategies for Non-Profit Organizations
Black, Raymond A.
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The first section of this paper begins by defining a nonprofit organization (NPO) and discussing some of the legal constraints under which a NPO has to operate. From this point the paper examines some of the values and goals that prompt NPO's to provide their services. Next, the different types of NPO's, and the characteristics of the people they employee are considered along with how the NPO's obtain funding to remain in business. After considering the management and allocation of funds, the paper looks at some of the strengths and weaknesses of non-profit organizations. From here the paper examines in greater detail the marketing techniques and strategies used by non-profit firms, and how they use these techniques to promote themselves. The second section of this paper deals with my personal experience with two non-profit organizations. Binder Park Zoo is discussed first and includes information concerning the zoo, and projects I worked on while there. The Kalamazoo County Convention and Visitors Bureau is discussed next and follows a format similar to that of Binder Park Zoo. The third and final section of this paper deals with my past, and present experiences, and how I foresee them benefiting me in the future.