ngo marketing
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Its all about how and why we need marketing in NGO (Kousali institute of management)--KIMSTRANSCRIPT
NGO
MARKETIN
G
Introduction
Non-
governmental
Organization
(NGO) is an
agency devoted
to managing
resources and
implementing
projects with the
goal of
addressing social
problems. NGO
are of great
importance and
value for the
modern society
and hence comes
the need of
having a
marketing
strategy for the
NGO. This
would help the
NGO reach the
masses and make
the common man
aware of the
work it does.
Marketing in an
NGO usually
means attracting
human and
capital resources.
NGOs today use
various
marketing
principles and
techniques to
influence a target
audience to
voluntarily
accept, reject,
modify or
abandon
behaviour for the
benefit of
individuals,
groups or society
as a whole.
However, this is
true only in case
of some NGOs,
while most of
them are finding
great challenge
to collect funds,
in building
credibility,
getting more
people involved
and in general to
carry out its
social activities.
Non-
governmental
organization
(NGO) is a term
that has become
widely accepted
as referring to a
legally
constituted, non-
governmental
organization
created by
natural or legal
persons with no
participation or
representation of
any government.
In the cases in
which NGOs are
funded totally or
partially by
governments, the
NGO maintains
its non-
governmental
status and
excludes
government
representatives
from
membership in
the organization.
The number of
internationally
operating NGOs
is estimated at
40,000. India is
estimated to have
between 1
million and 2
million NGOs.
Peter
Drucker has said
that the growth
sector in the 21st
century will be
the non-profit
social sector,
"where
systematic,
principled,
theory-based
management can
yield the greatest
results the
fastest".
Characteristi
cs and
specialities of
NGOs
NGOs
vary in their
types. Some act
primarily as
lobbyists, while
others primarily
conduct
programs and
activities like
relief &
rehabilitation,
social &
economic
development and
empowerment.
For instance, an
NGO such as
Oxfam,
concerned with
poverty
alleviation,
might provide
needy people
with the
equipment and
skills to find
food and clean
drinking water,
whereas an NGO
like the FFDA
helps through
investigation and
documentation of
human rights
violations and
provides legal
assistance to
victims of human
rights abuses.
Others, such as
Afghanistan
Information
Management
Services, provide
specialized
technical
products and
services to
support
development
activities
implemented on
the ground by
other
organizations.
1. Voluntary:
They are formed
voluntarily. They
are built upon
commitment of a
few persons.
2. Independent &
Flexible:
NGOs are
independent in
planning and
implementatio
n of their
programmes.
They are not
bound by any
red tapism and
bureaucratic
obstacles.
3. Public
relations: Non-
governmental
organizations
need healthy
relationships
with the public to
meet their goals.
People are the
heart of the
NGOs.
Foundations and
charities use
sophisticated
public relations
campaigns to
raise funds and
employ standard
lobbying
techniques with
governments.
Interest groups
may be of
political
importance
because of their
ability to
influence social
and political
outcomes. A
code of ethics
was established
in 2002 by The
World
Association of
Non
Governmental
NGOs.
4. Non-profit
oriented & not
self-serving:
The surplus and
gains from
economic
projects, if any,
are not
distributed to the
members or the
stakeholders.
They are re-used
for development
purposes. NGOs
serve poor,
impoverished
and needy for
their upliftment.
5. Project
management:
There is an
increasing
awareness that
management
techniques are
crucial to project
success in non-
governmental
organizations.
Generally, non-
governmental
organizations
that are private
have either a
community or
environmental
focus. They
address varieties
of issues such as
religion,
emergency aid,
or humanitarian
affairs. They
mobilize public
support and
voluntary
contributions for
aid; they often
have strong links
with community
groups in
developing
countries, and
they often work
in areas where
government-to-
government aid
is not possible.
NGOs are
accepted as a
part of the
international
relations
landscape, and
while they
influence
national and
multilateral
policy-making,
increasingly they
are more directly
involved in local
action.
6. Funding: Even
though the term
"non-
governmental
organization"
implies
independence
from
governments,
most NGOs
depend heavily
on governments
for their funding.
7. Monitoring
and control:
The governments
of the countries
an NGO works
or is registered in
may require
reporting or
other monitoring
and oversight.
Funders
generally require
reporting and
assessment, such
information is
not necessarily
publicly
available. There
may also be
associations and
watchdog
organizations
that research and
publish details
on the actions of
NGOs working
in particular
geographic or
program areas. In
recent years,
many large
corporations
have increased
their corporate
social
responsibility
departments in
an attempt to
pre-empt NGO
campaigns
against certain
corporate
practices. As the
logic goes, if
corporations
work with
NGOs, NGOs
will not work
against
corporations.
8. Legal status:
The legal form of
NGOs is diverse
and depends
upon home
grown variations
in each country's
laws and
practices.
However, four
main family
groups of NGOs
can be found
worldwide:
· Unincorporated
and voluntary
association
· Trusts , charities
and foundations
· Companies not
just for profit
· Entities formed
or registered
under special
NGO or non-
profit laws
The
recruitment
patterns of the
voluntary sector
have seen a
perceptible
change in its
workforce
profile, with
more
engineering and
management
graduates opting
to work in this
sector. Does this
mean that
voluntary work
has changed into
a pulsating
profession with
exciting growth
possibilities,
especially those
that are
technology-
driven? What is
the role of these
professionals in
this sector?
It has
happened
elsewhere in the
world. But the
trend is now
strengthening in
India. If you
follow the
recruitment
patterns of the
voluntary sector
in the country,
you will see a
perceptible
change in its
workforce
profile. At least
0.3-0.5 per cent
of the country's
workforce is in
this sector, and
according to
experts, there is
significant
increase in the
number of
engineering and
management
graduates opting
to work for the
not-for-profit
organisations.
This is apart
from
professional
filmmakers,
designers and
mass
communication
graduates that
constantly seek
to satisfy their
creative urges
here. Pradeep
Mehta, Secretary
General, CUTS,
a Jaipur-based
consumer
awareness
society, confirms
that the hiring
pattern has
changed both
qualitatively and
quantitatively.
He pins down
this
transformation to
the increased
flow of funds
from donors to
the voluntary
sector and the
Government and
a stronger
inclination of the
Government to
implement
projects through
NGOs.
Therefore, the
overall demand
for people in this
sector has gone
up.
On the
flip side, the
scope of work of
the voluntary
sector has also
enlarged to
include more
technical work,
thus calling for
absorption of
technical
graduates. But he
also points to one
niggling factor in
the trend: Those
NGOs that are in
a position to
afford
competitive
remuneration to
MBAs do hire
their services and
it is also true that
NGOs are hiring
MBAs to
inculcate
professionalism
as it exists in the
corporate sector.
However, he
questions the
quality of these
professionals.
"Do MBAs from
top business
schools come to
NGOs? In most
cases, they have
the degree, but
not the same
level of
expertise." At the
same time,
another
development is
taking place
simultaneously:
senior managers,
having an MBA
degree from top
business schools,
leaving their
corporate job and
opting for
voluntary work.
In India, Prabhu
says, in the past,
organisations
such as
GreenPeace
Foundation,
ActionAid, Basix
and Public
Affairs Centre
have approached
the Institute for
talent either for
summer
placement or
lateral
placements. For
instance, CRY
— which is in
the field of
consumer
marketing —
needs
professionals
with brand
building skills
and has recruited
MBAs even in
the early 1990s.
What is the role
of engineering
and management
graduates in the
voluntary sector?
The work
is primarily
managing the
affairs including
implementation
of projects.
Mehta says some
also fit well with
jobs in research
areas, depending
on their basic
education and
aptitude. Another
emerging area is
human resources
management.
NKF has the
largest fund
collecting outfits
in this part of the
world. And most
of the funds are
raised through
TV shows and
live events. In
other words, it is
managed like an
efficiently
managed
company with a
lot of fund
raising activities
"These MBAs
are expected to
put together
pretty much the
same media,
communication
and direct
marketing
plans," confirms
Prabhu. NKF is
also looking at
final placements
from IIM,
Bangalore. Balaji
E., General
Manager,
Staffing
Solutions, Ma
Foi Management
Consultants Ltd.,
a Chennai-based
manpower
consultancy says
NGOs typically
look for someone
with counselling
skills, someone
with a
psychology or
personnel
management
degree or a
masters in social
welfare. Balaji
opines that,
"Working in an
NGO is not seen
as a serious
career option yet.
It does require
people with a
different flavour
and
temperament.
Although
it involves
sacrifices — you
don't get
corporate perks
such as cars,
housing etc —
there is some
attraction. He
says there is
value seen in
working for
social causes.
Besides many
foreign-funded
NGOs (Ford
Foundation) do
pay fairly
competitive
remuneration —
and there are
other bonuses
such as
opportunity to go
abroad, attend
seminars/sympos
ia, earn media
recognition, etc.
And we are also
seeing the drying
up of funds in
the sector and
realise we cannot
depend on aid
forever.
Therefore, he
says, a career in
cause related
marketing is a
very realistic
option in the
sector. He,
however points
out that the
foundation for
this should be
laid at the
professional
colleges itself.
"The courses
should be made
part of the
curriculum. They
should be made
to understand the
supply-demand
mechanisms of
the social
sector." Perhaps
Munira Sen,
Executive
Director,
Madhyam, a
Bangalore-based
NGO, has a
practical view on
the issue, "This
is an exciting
trend. What
perhaps would
be ideal is a
successful match
between the
outcome-driven
approaches of
these
professionals
with the process
driven approach
of the NGOs."
NGOs
Marketing
Not many
of the NGOs
have a marketing
department.
While some of
the NGOs
regarded this as
not a part of their
main work,
others realized
its importance
but found it
difficult to
implement.
Professionals
involved in an
NGO show the
growth prospects
and ability of
NGOs to
implement things
professionally. A
professional can
be defined as
someone who
will give the
organization a
direction and
approach in its
working vision.
e.g.: MBA,
MSW (Master’s
of Social Work),
Trainers and
Teachers.
Around 67% of
the NGOs
employ
professionals but
the professionals
are not utilized to
the fullest of
their capacity
due to the lack of
funds for
marketing.
Importance
of marketing
NGOs
Often
when we think of
“marketing,” we
think of
promotion and
advertising
products for sale.
But marketing is
much more than
that. Whenever
we are trying to
connect with a
group of people
outside our
organization, it
can be
considered
marketing.
Marketing ranges
from making
client service
more responsive,
to street theatre,
to posting
banners and
applying logos. It
is everything that
contributes to
your
organization’s
public image,
which, when
developed
effectively—and
reinforced by the
good work of the
staff—helps earn
the trust and
confidence of
beneficiaries,
local leaders and
donors. Effective
marketing can
improve
organization’s
ability to attract
funding, serve
more
beneficiaries and
help in
accomplishing
the mission. It
can help enhance
NGO's
sustainability.
Medium of
Marketing
used by
NGOs
The
medium of
marketing used
by NGOs is
divided into
brochures,
Newspapers,
Websites,
Advertisements,
and Television.
Here, we find
that although
most of the
NGOs are using
traditional
marketing
techniques like
newspapers and
brochures, they
still lack the
access to modern
marketing
mediums such as
websites,
advertising, etc.
Other
Marketing
Techniques
Fund-raising /
Marketing
Techniques
Used By
NGOs
The other
marketing
techniques give a
birds-eye view of
the NGOs
involved in fund
raising through
events and
celebrity
involvement.
The events
organized by
most of the
NGOs are on a
very small scale
and not many
people are aware
of such events.
However, some
NGOs are
involved in
organizing
events at a larger
scale. The
celebrity
involvement is
less. This
actually can be
exploited as a
tool to spread
awareness and
generate funds.
NGOs are doing
reasonably well
in the workshops
domain to attract
human as well
capital resources.
Major Sources
of Funds
The
major sources of
funds for an
NGO are the
government,
corporate and
individual
donors. The
public and
corporate are
understanding
their
responsibility
towards society
and helping in
fund generation
but the
government’s
involvement is
minimal. This is
quite surprising,
since it’s the
moral
responsibility of
the government
to help the
NGOs. One
major concern is
that although the
government is
somewhat
involved in
helping NGOs
for funds, this
help is delayed
by years.
Unique
Methods of
Marketing
used By
NGOs
The following
are some of the
unique methods
in which NGOs
are carrying out
their marketing
activities.
· Exhibitions are
usually held by
the NGOs to sell
products like
bags, folders,
pouch etc. These
products are
made of
environment
friendly material.
This helps the
NGO to generate
revenues for
their varied
projects and
showcase their
talent pool. The
exhibitions are
basically carried
out in tandem
with schools,
colleges and
corporate.
· Organizing
events like haldi
kum-kum (for
women), Sathya
Narayan puja etc.
to form an
emotional
bondage with the
Volunteers. This
helps them reach
the masses.
· Printing
calendars with
logos, vision and
mission of the
NGO. This helps
the NGO reach
the common man
and spread
awareness about
their cause.
· Mascots are used
by some NGOs
to spread
messages which
impact the
common man.
(E.g. A mascot
for spreading
awareness on
tree plantation
drives.)
Major Source
of Funding
For NGOs
· Organizing
annual functions
where volunteers
are felicitated
and are
encouraged to do
more work.
· Annual
programmes are
telecasted on
local cable
channels. This
helps them
spread their
cause in a more
effective way.
Maintaining
Database
Maintaini
ng database of
volunteers will
help the NGOs to
keep a track of
their volunteers.
This will help the
NGOs, as they
will be able to
inform the
volunteers
regarding their
upcoming
events.
Tie-Up with
the Academic
Institutes
Tie-ups
with the
academic
institutes would
help the NGOs
tap the potential
of the students of
these institutes.
Students could
help the NGOs at
the base level by
acting as
volunteers. They
could then act as
prospective
volunteers. By
these means the
NGOs will be
able to solve
their problem of
getting human
resource. NGOs
can make use of
this by:
· Organizing
lectures,
seminars,
workshops and
presentations
regarding the
various social
issues for the
students. This
would sensitize
the students and
hence help the
students in
understanding
the cause of the
NGOs.
· Advertising in
the annual
festivals
organised by
schools and
colleges. This
would give the
NGOs the
visibility that
they want.
(Putting up
banners, stalls
and distributing
brochures,
leaflets)
· During the
annual parent-
teacher meets the
NGO could
make
presentations
regarding their
objectives and
cause to all the
students and
their parents.
This would help
the NGOs reach
the masses on a
wider scale.
· Rewarding the
students by
giving
certificates to
them and
appreciating their
contribution.
· From the
analysis we see
that most of the
NGOs’ don’t
have website.
For solving this
problem the
NGOs could tie
up with
academic
institutes
specially the
technical ones
which can help
them design a
good website.
Approaching
Corporate
The Corporate
today are
increasingly
becoming aware
of their
responsibility
towards the
society. The
NGOs can
approach the
corporate for
their cause. This
would help the
NGOs solve their
problem of
human as well
capital resources.
· The corporate
could work in
tandem with a
particular NGO
and help them
carry out all their
activities in a
better and
organized way.
· The corporate
could purchase
all the items
made by the
NGOs and sell
them during their
cultural events.
This would help
the NGO get
more funds and
can be done on a
quarterly basis.
· Students can
help in making a
professional
presentation
Some distinct
ways to
market the
cause
The NGOs could
also look at these
ways to market
their cause.
· Road Shows
and Street Plays
can be organized
on regular
intervals to make
the masses aware
of their cause.
This gives them
more visibility as
well volunteers.
These plays can
be conducted at
different malls or
public places.
· NGOs can tie up
with most of the
housing societies
which can lend
them their extra
space to conduct
events. This
helps them target
house-wives who
can lend the
NGO a helping
hand during their
free time.
· Creating a
distinctive logo,
vision and
mission of the
NGO. This could
then be printed
on t-shirts. This
helps them reach
people and
leaves an impact
on people’s
mind.
· Tying up with
Newspaper
agencies for
distributing
pamphlets along
with newspapers.
This will again
help them reach
the masses and
get help in form
of volunteers.
· Using the audio-
visual medium to
propagate their
cause. The
audio-visual
medium could be
the radio or
cinema houses.
· Motivating the
youth to join
hands with the
NGOs by urging
the NGOs to tie-
up with the youth
wings of
different clubs
(like the Rotract
club Youth
wing).This
would help the
NGOs to get the
young blood and
get newer and
fresher
perspectives.
Conclusion
Commerc
ial marketing and
non-commercial
marketing have a
lot in common
but at the same
time they have
some essential
distinctions,
which depend on
type, mission and
goals of an
organisation.
Marketing a non-
profit
organization
takes the need
for being
innovative and
strategic in
identifying ways
and avenues to
market it. It is
also important
for NGOs to not
only satisfy their
target group but
also the donor’s
needs. Most of
the NGOs
depend on the
traditional
methods, like
donations, to
market
themselves.
NGOs must learn
to devise newer
and better ways
to market
themselves, like
associating with
Academic
Institutes and
using the
potential of
students, house-
wives,
professionals and
celebrities as
volunteers.
MARKETIN
G
STRATEGIE
S followed by
some of the
NGOs
1 Childs Rights
and Children
Welfare:
Separate
marketing
department. Use
of brochure,
newspapers,
website,
advertisement,
television as well
as radio
Celebrities and
workshops
2 Apang Maitree
Physically
Handicap: Use of
book-marks,
local news
papers, posters
and television,
workshops
3 Aasara Curb
Suicidal Deaths:
Use of brochure,
newspapers and
local T.V
channels,
workshops
4 Toxics Link
Environmental
Issues: Separate
marketing
department .Use
of brochure,
newspapers,
website,
advertisement,
television as well
as radio,
Celebrities
5 Path Health
Welfare among
the Slums: Use
of brouchers,
workshops
6 Task Anti-
Smoking: Local
newspapers
7 Red Cross
Calamity Relief
Work: Mouth
publicity and
Celebrities
8 Behana
Rehabilitation of
Street Dogs : Use
of brochure and
newspapers
9 Annapurna
Women
Empowerrment :
Use of
newspapers
10 Senior Citizen
Association
Elderly People:
Use of brochure,
newspapers and
local T.V
channels,
workshops
11 Shiv Shakti
Mentally
retarded Children
: Local news
papers
12 Aarambh
Slum Children:
Use of brochure,
newspapers and
website,
Celebrities and
workshops