Chapter 1 introduces the concept of marketing and discusses the differences between marketing and... more Chapter 1 introduces the concept of marketing and discusses the differences between marketing and nonprofit marketing, namely the issues around target audiences and the differences between the users of nonprofit services and the funding mechanisms that help them stay in business. This chapter discusses the reasons that nonprofit organization leaders have resisted marketing in the past and why it is important to embrace marketing today. It includes an overview of “philanthropy by the numbers” and examines some of the trends that are affecting nonprofit organizations. Finally, the first chapter provides a roadmap for the rest of the book.
Marketing used to be dirty work in the Human Services. It suggested everything that was disliked ... more Marketing used to be dirty work in the Human Services. It suggested everything that was disliked and feared in the business sector. It implied unnecessary consumption and corporate greed. Marketing was frequently confused with advertising and promotion. Times have changed. People now know that marketing can bring important tools and perspectives that can help promote positive social change. Social marketing is part of many prevention efforts, political campaigns, social movement and issue advocacy projects, and other change efforts. Nonprofit and public organizations routinely use marketing techniques, as do social movement organizations. Many marketing efforts are moving online, which provides additional opportunities and capacities for social change agents. After a long period of resistance, technology has entered the nonprofit sector. The rise of social media and Web 2.0 has created a range of new tools that can be used to promote causes and build public support. Technology is now an expected part of organizational operations. It is now the rare organization that does not have a Web site, a Facebook page, and an online fundraising capacity. Although these are exciting developments, they require skills, and gaining the needed knowledge can be difficult. Especially in the online realm, there is a lot to learn, and much of it isn’t regularly part of human services education. Fortunately, Wymer and Grau have written a highly accessible book that provides the essentials for creating effective online marketing efforts. This book is a brief, relatively nontechnical introduction to online marketing. It is designed for nonprofit organizations, but much of what is included is equally applicable to public sector organizations or social movement groups. This is a book that is clearly designed for the nonprofit professional or student who needs a relatively nontechnical treatment of online marketing. The book begins with an overview of online marketing. This is followed by a discussion of nonprofit branding and the development of a useful branding strategy. These two chapters provide most of the marketing theory for the book. The book then moves on to the understanding of technical skills.
ABSTRACT. Corporate Social Responsibility (CSR) programs are increasingly popular corporate marke... more ABSTRACT. Corporate Social Responsibility (CSR) programs are increasingly popular corporate marketing strategies. This paper argues that CSR programs can fall along a continuum between two endpoints: Institution-alized programs and Promotional programs. This classi-fication is based on an exploratory study examining the variance of four responses from the consumer stakeholder group toward these two categories of CSR. Institution-alized CSR programs are argued to be most effective at increasing customer loyalty, enhancing attitude toward the company, and decreasing consumer skepticism. Pro-motional CSR programs are argued to be more effective at generating purchase intent. Ethical and managerial implications of these preliminary findings are discussed. KEY WORDS: Corporate social responsibility, cause-related marketing, customer loyalty, satisfaction, stake-
Chapter 2 is all about the importance of the nonprofit brand. The purpose of the chapter is to de... more Chapter 2 is all about the importance of the nonprofit brand. The purpose of the chapter is to define branding and emphasize the importance of developing a strong brand identity for nonprofit organizations. Having a strong brand image is vitally important to a nonprofit’s ability to gain traction and donor support. The chapter presents a brief discussion of the importance of brand image and the concept of brand equity for nonprofits. The chapter discusses how to create a strong brand and how to assess the current state of the nonprofit brand. The brand audit is an important part of the strategic planning process, one that is often misunderstood and forgotten. Finally, the chapter deals with the important topic of nonprofit stories and introduces a way to devise overarching nonprofit narratives.
Chapter 3 deals with the importance of planning—specifically planning for the overall organizatio... more Chapter 3 deals with the importance of planning—specifically planning for the overall organization and its connection to marketing. The chapter starts with a discussion of the importance of a strong strategic plan and how this informs effective marketing decisions. The chapter then presents an outline and explanation of both the overall strategic plan and the marketing plan and how they relate to each other. This chapter also gets into funding models—including some newer ones—that are applicable to nonprofit organizations. Finally, the chapter deals with the role of various stakeholders, including boards of directors, advisory boards, and consultants, and it also includes tips on choosing marketing partners for advertising, fundraising, and other important activities.
Creativity and Marketing: The Fuel for Success, 2021
The purpose of this chapter to introduce the principles of design thinking and its role in creati... more The purpose of this chapter to introduce the principles of design thinking and its role in creativity and marketing as well as some of the organisations that are using it in order to spur innovation and how they are using it effectively. The chapter examines some of the results and best practices for how organisations, and their creative leaders, can use design thinking effectively. Last, the chapter provides some insight into the future trends of design thinking.
Chapter 7 discusses the changing nature of communication as it becomes more nonlinear and multivo... more Chapter 7 discusses the changing nature of communication as it becomes more nonlinear and multivocal. Social media has changed the way that all organizations are able to engage with their various stakeholders, and nonprofits are no different. The chapter also discusses how this new paradigm shifts control away from the organization and its various “customers” and why this is important to nonprofits. This chapter examines ways that the organization communicates with stakeholders and introduces the concepts of paid, owned, and earned (POE) media and how organizations can leverage each of these media types for a comprehensive marketing communications strategy. Additionally, this chapter discusses partner-level communications programs, such as cause-related marketing and cause branding, and includes considerations from the nonprofit perspective. Last, given the ubiquity of social media, the chapter includes a discussion of celebrity associations and how nonprofits can capitalize on thes...
This paper outlines a team teaching partnership between a full time marketing faculty member and ... more This paper outlines a team teaching partnership between a full time marketing faculty member and a full time professional in advertising. The purpose of the course design is to give students realistic feedback on assignments and projects so that they work for more than a grade and understand that once they are working in a full time career, a grade is relatively meaningless. This partnership highlights the benefits of experiential learning as well as the use of technology to facilitate partnerships. The faculty and students were in Texas, and the professional was in Atlanta and New York (as well as other places around the world during the semester). Results showed that students benefited from the course design in several ways, and recommendations are provided.
Qualitative Market Research: An International Journal
The purpose of this paper is to explore the phenomenon of social media addiction among student Mi... more The purpose of this paper is to explore the phenomenon of social media addiction among student Millennials. The authors use the consumption continuum as a theoretical framework.,The authors used a “media deprivation” methodology including both qualitative and quantitative measures.,The authors found that social media may exist in some respondents in a “near addiction” phase or the “social media addiction” phase according to the consumption continuum framework. Several themes are discussed.,While the sample is small, this paper is an exploratory study of social media addiction among Millennials and the first to apply the consumption continuum framework to this context (Martin et al., 2013).,This paper explores the idea of social media addiction and begins to examine the role that marketing plays in perpetuating this addiction.,This paper expands the idea beyond Facebook addiction (platform agnostic) and is the first to apply the consumption continuum framework.
As social media use continues to climb, consumers are beginning to experience social media fatigu... more As social media use continues to climb, consumers are beginning to experience social media fatigue leading to concern among marketers about the efficacy of the channel. This research examines social media fatigue through the lens of the Theory of Rational Choice to better understand how consumers cope with this phenomenon and how it impacts brands. Our findings suggest that growing privacy concerns lead to social media fatigue among U.S. consumers. However, consumers’ conscious decision to remain involved in social media reflects their belief that continued use provides outcomes that are more positive than discontinuance of use.
The purpose of this paper is to highlight the historical context of gender stereotypes in adverti... more The purpose of this paper is to highlight the historical context of gender stereotypes in advertising and then examine the scholarship related to gender stereotypes. Gender portrayals in advertising have been examined extensively in the last five decades and still remain an important topic. Changing role structure in the family and in the labor force has brought significant variation in both male and female roles and subsequently how it is reflected in advertising. It has been noted that there is a culture lag. Sexes for a long period of time were depicted in advertising in more traditional roles. Women were presented in an inferior manner relative to their potential and capabilities, while at the same the data indicated a shift towards more positive role portrayals. The changing role of men is the area that has seen the greatest interest in the past few years. Men are depicted in advertising in ‘softer’ roles, while interacting with their children. Men are also shown in more egalitarian roles. The paper finally attempts to outline the future research direction of gender portrayals in advertising. First, research should focus on examining gender portrayals in online platforms, and find ways to modify current coding schemes to digital formats. Second, companies and the media are beginning to pay attention to a once largely ignored segment the lesbian/gay/bisexual/transgender (LGBT) consumer. Third, recent advertising has focused on the ‘empowered’ women called femvertising.
This article provides a framework to guide the construction of transformative stories by social i... more This article provides a framework to guide the construction of transformative stories by social impact organizations (SIOs) including nonprofit organizations, public policy entities, and for-profit social benefit enterprises. This framework is built from the integration of the academic literature on narratives and narrative construction relevant to SIO story construction. This transformative story construction framework outlines how SIOs can assemble and craft authentic and effective stories that convey the organization's impact, engage audiences, and call those audiences to action as well as how SIOs can develop and manage a portfolio of such stories. The framework also provides recommendations to guide the marketplace practice of transformative story construction by SIOs. Finally, the authors pose questions to engage SIOs in collaborative research to refine the practice of constructing stories with the power to transform.
Chapter 1 introduces the concept of marketing and discusses the differences between marketing and... more Chapter 1 introduces the concept of marketing and discusses the differences between marketing and nonprofit marketing, namely the issues around target audiences and the differences between the users of nonprofit services and the funding mechanisms that help them stay in business. This chapter discusses the reasons that nonprofit organization leaders have resisted marketing in the past and why it is important to embrace marketing today. It includes an overview of “philanthropy by the numbers” and examines some of the trends that are affecting nonprofit organizations. Finally, the first chapter provides a roadmap for the rest of the book.
Marketing used to be dirty work in the Human Services. It suggested everything that was disliked ... more Marketing used to be dirty work in the Human Services. It suggested everything that was disliked and feared in the business sector. It implied unnecessary consumption and corporate greed. Marketing was frequently confused with advertising and promotion. Times have changed. People now know that marketing can bring important tools and perspectives that can help promote positive social change. Social marketing is part of many prevention efforts, political campaigns, social movement and issue advocacy projects, and other change efforts. Nonprofit and public organizations routinely use marketing techniques, as do social movement organizations. Many marketing efforts are moving online, which provides additional opportunities and capacities for social change agents. After a long period of resistance, technology has entered the nonprofit sector. The rise of social media and Web 2.0 has created a range of new tools that can be used to promote causes and build public support. Technology is now an expected part of organizational operations. It is now the rare organization that does not have a Web site, a Facebook page, and an online fundraising capacity. Although these are exciting developments, they require skills, and gaining the needed knowledge can be difficult. Especially in the online realm, there is a lot to learn, and much of it isn’t regularly part of human services education. Fortunately, Wymer and Grau have written a highly accessible book that provides the essentials for creating effective online marketing efforts. This book is a brief, relatively nontechnical introduction to online marketing. It is designed for nonprofit organizations, but much of what is included is equally applicable to public sector organizations or social movement groups. This is a book that is clearly designed for the nonprofit professional or student who needs a relatively nontechnical treatment of online marketing. The book begins with an overview of online marketing. This is followed by a discussion of nonprofit branding and the development of a useful branding strategy. These two chapters provide most of the marketing theory for the book. The book then moves on to the understanding of technical skills.
ABSTRACT. Corporate Social Responsibility (CSR) programs are increasingly popular corporate marke... more ABSTRACT. Corporate Social Responsibility (CSR) programs are increasingly popular corporate marketing strategies. This paper argues that CSR programs can fall along a continuum between two endpoints: Institution-alized programs and Promotional programs. This classi-fication is based on an exploratory study examining the variance of four responses from the consumer stakeholder group toward these two categories of CSR. Institution-alized CSR programs are argued to be most effective at increasing customer loyalty, enhancing attitude toward the company, and decreasing consumer skepticism. Pro-motional CSR programs are argued to be more effective at generating purchase intent. Ethical and managerial implications of these preliminary findings are discussed. KEY WORDS: Corporate social responsibility, cause-related marketing, customer loyalty, satisfaction, stake-
Chapter 2 is all about the importance of the nonprofit brand. The purpose of the chapter is to de... more Chapter 2 is all about the importance of the nonprofit brand. The purpose of the chapter is to define branding and emphasize the importance of developing a strong brand identity for nonprofit organizations. Having a strong brand image is vitally important to a nonprofit’s ability to gain traction and donor support. The chapter presents a brief discussion of the importance of brand image and the concept of brand equity for nonprofits. The chapter discusses how to create a strong brand and how to assess the current state of the nonprofit brand. The brand audit is an important part of the strategic planning process, one that is often misunderstood and forgotten. Finally, the chapter deals with the important topic of nonprofit stories and introduces a way to devise overarching nonprofit narratives.
Chapter 3 deals with the importance of planning—specifically planning for the overall organizatio... more Chapter 3 deals with the importance of planning—specifically planning for the overall organization and its connection to marketing. The chapter starts with a discussion of the importance of a strong strategic plan and how this informs effective marketing decisions. The chapter then presents an outline and explanation of both the overall strategic plan and the marketing plan and how they relate to each other. This chapter also gets into funding models—including some newer ones—that are applicable to nonprofit organizations. Finally, the chapter deals with the role of various stakeholders, including boards of directors, advisory boards, and consultants, and it also includes tips on choosing marketing partners for advertising, fundraising, and other important activities.
Creativity and Marketing: The Fuel for Success, 2021
The purpose of this chapter to introduce the principles of design thinking and its role in creati... more The purpose of this chapter to introduce the principles of design thinking and its role in creativity and marketing as well as some of the organisations that are using it in order to spur innovation and how they are using it effectively. The chapter examines some of the results and best practices for how organisations, and their creative leaders, can use design thinking effectively. Last, the chapter provides some insight into the future trends of design thinking.
Chapter 7 discusses the changing nature of communication as it becomes more nonlinear and multivo... more Chapter 7 discusses the changing nature of communication as it becomes more nonlinear and multivocal. Social media has changed the way that all organizations are able to engage with their various stakeholders, and nonprofits are no different. The chapter also discusses how this new paradigm shifts control away from the organization and its various “customers” and why this is important to nonprofits. This chapter examines ways that the organization communicates with stakeholders and introduces the concepts of paid, owned, and earned (POE) media and how organizations can leverage each of these media types for a comprehensive marketing communications strategy. Additionally, this chapter discusses partner-level communications programs, such as cause-related marketing and cause branding, and includes considerations from the nonprofit perspective. Last, given the ubiquity of social media, the chapter includes a discussion of celebrity associations and how nonprofits can capitalize on thes...
This paper outlines a team teaching partnership between a full time marketing faculty member and ... more This paper outlines a team teaching partnership between a full time marketing faculty member and a full time professional in advertising. The purpose of the course design is to give students realistic feedback on assignments and projects so that they work for more than a grade and understand that once they are working in a full time career, a grade is relatively meaningless. This partnership highlights the benefits of experiential learning as well as the use of technology to facilitate partnerships. The faculty and students were in Texas, and the professional was in Atlanta and New York (as well as other places around the world during the semester). Results showed that students benefited from the course design in several ways, and recommendations are provided.
Qualitative Market Research: An International Journal
The purpose of this paper is to explore the phenomenon of social media addiction among student Mi... more The purpose of this paper is to explore the phenomenon of social media addiction among student Millennials. The authors use the consumption continuum as a theoretical framework.,The authors used a “media deprivation” methodology including both qualitative and quantitative measures.,The authors found that social media may exist in some respondents in a “near addiction” phase or the “social media addiction” phase according to the consumption continuum framework. Several themes are discussed.,While the sample is small, this paper is an exploratory study of social media addiction among Millennials and the first to apply the consumption continuum framework to this context (Martin et al., 2013).,This paper explores the idea of social media addiction and begins to examine the role that marketing plays in perpetuating this addiction.,This paper expands the idea beyond Facebook addiction (platform agnostic) and is the first to apply the consumption continuum framework.
As social media use continues to climb, consumers are beginning to experience social media fatigu... more As social media use continues to climb, consumers are beginning to experience social media fatigue leading to concern among marketers about the efficacy of the channel. This research examines social media fatigue through the lens of the Theory of Rational Choice to better understand how consumers cope with this phenomenon and how it impacts brands. Our findings suggest that growing privacy concerns lead to social media fatigue among U.S. consumers. However, consumers’ conscious decision to remain involved in social media reflects their belief that continued use provides outcomes that are more positive than discontinuance of use.
The purpose of this paper is to highlight the historical context of gender stereotypes in adverti... more The purpose of this paper is to highlight the historical context of gender stereotypes in advertising and then examine the scholarship related to gender stereotypes. Gender portrayals in advertising have been examined extensively in the last five decades and still remain an important topic. Changing role structure in the family and in the labor force has brought significant variation in both male and female roles and subsequently how it is reflected in advertising. It has been noted that there is a culture lag. Sexes for a long period of time were depicted in advertising in more traditional roles. Women were presented in an inferior manner relative to their potential and capabilities, while at the same the data indicated a shift towards more positive role portrayals. The changing role of men is the area that has seen the greatest interest in the past few years. Men are depicted in advertising in ‘softer’ roles, while interacting with their children. Men are also shown in more egalitarian roles. The paper finally attempts to outline the future research direction of gender portrayals in advertising. First, research should focus on examining gender portrayals in online platforms, and find ways to modify current coding schemes to digital formats. Second, companies and the media are beginning to pay attention to a once largely ignored segment the lesbian/gay/bisexual/transgender (LGBT) consumer. Third, recent advertising has focused on the ‘empowered’ women called femvertising.
This article provides a framework to guide the construction of transformative stories by social i... more This article provides a framework to guide the construction of transformative stories by social impact organizations (SIOs) including nonprofit organizations, public policy entities, and for-profit social benefit enterprises. This framework is built from the integration of the academic literature on narratives and narrative construction relevant to SIO story construction. This transformative story construction framework outlines how SIOs can assemble and craft authentic and effective stories that convey the organization's impact, engage audiences, and call those audiences to action as well as how SIOs can develop and manage a portfolio of such stories. The framework also provides recommendations to guide the marketplace practice of transformative story construction by SIOs. Finally, the authors pose questions to engage SIOs in collaborative research to refine the practice of constructing stories with the power to transform.
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