Free and Affordable Marketing Options for Non-Profits

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Han, M. C., Bok, J., & Youjeong, K. (2019). Online Users' Perception And Response To Non-profit Organizations' Social Media     

 

 

    

 

Non-profit organizations have now outpaced business when it comes to social media use with 89% of the nation’s 200 largest NPOs using social media. This study examines what factors influence social media users’ behavior towards non-profit organizations and analyzes the effectiveness of a logo in increasing credibility. Using a self-administered online survey, this study got answers from 179 American university students who looked at a fake NPOs Facebook page. The results showed an increase in intention to donate and volunteer with the use of an accreditation logo. It also highlighted those social media users who have previous connections with non-profit organizations were not influenced by these connections when deciding to donate or volunteer.  

 

This study can be used to argue the need for an accredited logo and the need for credibility when it comes to sharing information and getting positive feedback. This is something that we could consider when picking what mode of persuasion we would like to incorporate in their social media. We already know the importance of incorporating pathos into their social media presence, but this gives an argument for the success of strengthening ethos as a way to increase involvement. It also gives insight into our intended demographic and how their previous experiences will influence their behavior. 

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Nicolau, I. (2016). Specializations of marketing in non-economic areas: Social marketing and non-profit organizations 

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Marketing is a constantly changing business and there are multiple components that are needed to be successful. It is confirmed that marketing has worked its way into all economic sectors and can be used in different stages of the development of organizations. Social media activity should be based on four specific principles. The first is the value of exchange and building on an organization’s own perception of its intended audience. The second is recognizing the value of competition. Finding what makes one organization different from another is useful when outlining the benefits of each. The third principle is using social media to remove barriers. Wanting to align an organization’s consumer behavior with social desires. The fourth principle is sustainability. The need to monitor social media programs and their changing environments. 

 

This study is very insightful into the basic properties of a successful social media presence. It highlights the cross-over between commercial and non-profit marketing which opens up strategies that can be useful to us. The part on recognizing competition and choosing what makes DSI stand out is going to be very beneficial when catering to our target audience. 

 

NineSigma's non-profit guide to the grand challenge empowers non-profit leaders to achieve their mission while amplifying 

 

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As organizations grow there is an option to consult an organization company such as NineSigma, Inc. which is one of the leading innovative companies in the world. NineSigma published a complete guide on how non-profit organizations can overcome challenges that cannot be solved by traditional methods and achieve their goals of spreading awareness. There are several key concepts included in the guide that serves as an outline. The recommendation starts with defining the problem and identifying the right Grand Challenge. Next, it recommends designing the program and then interacting with technical communities. Lastly, it references looking at prize strategies and partnering with other organizations. Keeping the public audience in mind and wanting to be on the top of their list is touched upon. 

 

This article can be useful as it talks about how to overcome challenges and specifically mentions how to amplify awareness which is something our client specifically mentioned. The organization that published this is very well known and has worked with multiple different companies. I think that the steps in this guide are something that we may want to loosely follow when thinking about solutions to the problems presented by our client. 

 

 

Syrdal, H. A. (2016). Exploring engagement with social media content (Order No. 10302072). Available from ABI/INFORM Global.

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Marketers for non-profit organizations face a unique set of challenges. They have to facilitate donations while also marketing to their intended beneficiaries. This is especially hard when most non-profit organizations are offering services rather than goods. However, the use of social media can offer great marketing opportunities due to its persuasive nature. Through an empirical study focused on the non-profit sector, researchers looked into the link between social media, psychological engagement, and the positive outcomes of the two. The data collection method was an online survey that was attempted by 125 participants. Results showed a positive correlation between content authenticity and engagement, which in turn positively impacted the organization’s image. Engagement with the organization also predicted positive word-of-mouth and a higher level of satisfaction among people who use their services. 

 

This study shows the effectiveness of authenticity for non-profit organizations. It also shows the persuasive nature of social media. Increased engagement will benefit the organization in multiple ways. This can help us narrow down which ways we want to increase our client’s online presence. The study also included the demographics of those who took the survey which may be useful when recommending a change to cater to younger generations specifically.

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