Marketing for Non-Profits the Use Essay

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Marketing strategies invigorate every aspect of the non-profit and galvanize the focus on delivered value and results above all.

Data Analytics and Transparency

With great insight into customer behavior based on analytics there is great responsibility as well to use the data ethically. The non-profit organizations need to consider how they will use the insights gained from analytics, tracked from many interactions through digital channels where every mouse click can potentially be recorded, to better serve their customers, students and constituents. Non-profits also need to consider the security aspects of this data, as it can often be used to identify entire segments of markets with specific needs, conditions or in the case of government, pre-existing medical conditions. The ethicacy of how the data captured during marketing is used is therefore a critical ethical success factor for any non-profit organization to consider.

Conclusion

The most critical aspect of any customer-driven strategy or initiative in a non-profit organization is the extent to which customer expectations can be captured, evaluated and exceeded through a coordinated strategy (Mano, 2010).

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Using analytics to accomplish this requires non-profits to exercise a high degree of vigilance however, as the insights gained from their students, customers and constituents could have potentially damaging effects on those served. The need for oversight and ethical standards is apparent in how critical the need is for online privacy today. Being able to capture user needs and react to them while preserving their confidentiality is critical to the success of nonprofit marketing for the long-term.

Reference

Rita S. Mano. (2010). Marketing and performance evaluations in non-profit services: "Missed" targeting in communicating stakeholders' expectations. International Journal of Productivity and Performance Management, 59(6), 555-570.

Goran Svensson & Greg Wood. (2011). A model of cause-related marketing for "profit-driven"….....

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