Article Analysis Essay on "Reality Check on Non-Profit Marketing"

Introduction

According to "Reality Check on Non-profit Marketing" by Jim Schaffer, every individual who raises concerns to know how charity organization have a public stand and their financial well-being is as well concerned to see the growth of others. the author gives an example of how communication improved between two non-profit organizations Lupus Foundation of America and Juvenile Diabetes Research Foundation (currently Colon Cancer Alliance, Easterseals, JDRF International) (Schaffer, 2017). Some of the marketing organizations get hired to support organizations such as Modern Impact and Fosina Marketing Group, Seglvision.

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Over the past few years, non-profit and charity organizations depended on top marketing organizations and fundraisings, though the situation seems to be changing slowly. Chief marketing and Communication officer JDRF, Alisa Norris confirms that "it is no longer as usual like the condition was past 10 or 5 years ago, where marketing was handled by fundraisers" (Schaffer, 2017). Several organization groups, even for the established ones, faced a challenging moment for competition or maintenance under standard digital era. the organization seem to be facing a stiff challenge as potential donors get overwhelmed due to flooding social media sites asking for money (Schaffer, 2017). The marketing and branding experts assist the charity organizations in a more precise but yet a powerful method to emotionally connect with the potential donors.

More powerful techniques such as story-telling skills, including personal stories about how a non-profit or charity organization assisted or an individual had the disease help to grab the donor attention (Schaffer, 2017). Though such insights are helpful, the majority of charity organizations, are unable to fund the implementation of their data-driven skills or even hire a marketing company. Taking into account some statistical data on social media platform concerning the replies it has been observed that: Siegelvision has 884 Twitter followers, an approximate of 2438 tweet, Fosina Marketing Group has 213 twitter followers compared to 4403 tweets. From the samples above, it is clear that, without social media help, authenticity, and persistent marketing social advice, it will be in great vain.

Non-profit organizations need to consider a particular area of consultation, according to analytic data on social media and marketing, almost everyone is already a member. Over the last five years, social medial was only developing though at present everybody now has access. Taking a survey of the latest Facebook report on how they reach an approximate of 41 million American aged between 18 to 24, 60 million aged 25-34 years; There is an estimated 31 million American between the age of 18 to 24 years and 45 million aged 25-34 years according to the United States census (Powers, 2018). The given statistics show adverse marketing potential.

The author suggests that, if a charity organization has capital, using it on outbound marketing could be the best approach to risk. He adds that most non-profit organizations hardly like to spend. Instead, most charity organizations consider using their wits for marketing (Powers, 2018). Marketing is only viable is assigned to the correct marketers irrespective of their position in marketing. Advocacy and fundraising are wholly depended on the relationship. Maintaining the relationship between the organization and potential donors can improve marketing of a non-profit. Maintaining trust is one of the significant impacts of large non-profit organizations (Powers, 2018). Charity organizations can gain confidence from either government contractors, foundation grants, or individual donations (Schaffer, 2017). Non-profit organizations should be considered a progressive commitment rather than a campaign. For a non-profit organization to gain maximum marketing, it should consider turning its prospective donors into their heroes.

References

Schaffer. J. (2017). Reality Check on Non-profit Marketing. Retrieved from https://nonprofitquarterly.org/reality-check-nonprofit-marketing/

Powers, B. (2018). The sixty-second participant reality check. Performance & Instruction Journal, 23(8), 15-15. doi:10.1002/pfi.4150230811