Strategic Marketing for a Non-Profit Organisation
Introduction
According to historical and scientific finding, Africa is the cradle of man; where the existence of all mankind began. Naturally, one would expect to follow the cultures and behaviour of where our ancestors came from but today, this is not the case. A lot has happened since the evolution of man. The structure of the earth itself is believed to have dramatically changed over thousands of years. Our ancestors are believed to have been located in one place before they moved in different directions and took up different types of behaviours and lifestyles as they adapted to their new locations. This thereby created different types of clans with different cultures. The dominant and more innovative clans began taking over the weaker clans (colonization) and with that, they forced them to adapt to their way of “doing things” and hence cultures became lost and diluted. Marcus Garvey once said, “A people without the knowledge of their past, history, origin and culture is like a tree without roots.”(brainyquote.com, no date) Established by Dr Mthembu, Indoni is a non-profit organisation (NPO) that is aimed at preserving the beauty and richness of the different cultures found in South Africa by teaching the youth about them. The organisation wants to use the different cultures to help develop, and guide young people; to show them how to use these cultures as a source of income and expose them to a number of opportunities that come with the knowledge of these cultures. For a while non-profit organisations, did not feel they needed to incorporate marketing as a part of their operations. However, with the growing number of NPOs over the years, competition for donors has increased and hence funding has become very limited; with this, organisations have realized that they need to find a way to get their name out there in order for them to raise funds for sustainability. Marketing helps identify and meet human and social needs (Kotler and Keller, 2006), in this case,
According to historical and scientific finding, Africa is the cradle of man; where the existence of all mankind began. Naturally, one would expect to follow the cultures and behaviour of where our ancestors came from but today, this is not the case. A lot has happened since the evolution of man. The structure of the earth itself is believed to have dramatically changed over thousands of years. Our ancestors are believed to have been located in one place before they moved in different directions and took up different types of behaviours and lifestyles as they adapted to their new locations. This thereby created different types of clans with different cultures. The dominant and more innovative clans began taking over the weaker clans (colonization) and with that, they forced them to adapt to their way of “doing things” and hence cultures became lost and diluted. Marcus Garvey once said, “A people without the knowledge of their past, history, origin and culture is like a tree without roots.”(brainyquote.com, no date) Established by Dr Mthembu, Indoni is a non-profit organisation (NPO) that is aimed at preserving the beauty and richness of the different cultures found in South Africa by teaching the youth about them. The organisation wants to use the different cultures to help develop, and guide young people; to show them how to use these cultures as a source of income and expose them to a number of opportunities that come with the knowledge of these cultures. For a while non-profit organisations, did not feel they needed to incorporate marketing as a part of their operations. However, with the growing number of NPOs over the years, competition for donors has increased and hence funding has become very limited; with this, organisations have realized that they need to find a way to get their name out there in order for them to raise funds for sustainability. Marketing helps identify and meet human and social needs (Kotler and Keller, 2006), in this case,
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Appendix 3: Strategic control Tools The Marketing Effectiveness Review aims to determine the effectiveness of the organisation‟s customer philosophy, integrated marketing organisation, adequacy of marketing information, strategic orientation and operational efficiency. The answers to the review are scored and the organisation will be given a rating on its market effectiveness of between poor and superior. The Marketing Audit is an audit conducted on several areas of the organisation. An audit is done on the environment, looking at the macro environment and task environment specifically. The marketing strategy, marketing organisation, marketing systems, marketing systems and marketing functions are also audited. The Marketing Excellence Review allows for the organisation to rate their performance. This rating is done in comparison to high performing competing businesses. Indoni can perform this review using NYDA and Umbatho as high performing businesses to which they can relate their performance. The Ethical and Social Responsibility Review aims to determine whether an organisation is committed to their ethical and social responsibility efforts. Indoni business is based on helping the community and therefore this review is extremely important to undertake regularly in order to determine whether Indoni is actually making the difference they claim to be, and whether their efforts are successful. Performing these four strategic tools will help Indoni determine whether they are meeting their goals and objectives. Any areas of weakness can be easily noted and addressed. This means that precious resources will not