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17-10 Principles of Marketing [CH 17

know specific information about how their contributions are spent. To gain the
support of this group, United Way is funding more agencies that deal with
homelessness, day care, and women's centers. The current zeitgeist of giving is for
animal welfare, clean water and clean air. Daily the public is bombarded with stories

that give detailed information about needed funding for these “causes’ celeb.”
The nonprofit sector consists of some 1.5 million organizations. They include
museums, colleges and universities, symphony orchestras, churches and synagogues,
government agencies, political parties, labor unions and service clubs. Nonprofit

groups may be classified as either public or private. The University of Oklahoma in
Norman, OK, is a public, nonprofit organization, while the University of San
Francisco, a Jesuit institution, is a private, nonprofit organization that is open to the
public.

Like profit-seeking firms, nonprofit organizations may market a tangible good or
an intangible service. The U.S. Postal Service, for example, offers stamps (a tangible
good) and mail delivery (an intangible service). Four types of nonprofit marketing
are person marketing, place marketing, idea marketing, and organization marketing.

Person marketing refers to efforts designed to cultivate the attention, interest,
person marketing and preference of a target market toward a person. The marketing of a political
Marketing efforts designed to candidate is an example. Campaign managers conduct marketing research to identify
cultivate the attention, voters and financial supporters and then design promotions such as advertising, fund-
interest, and preference of a
target market toward a raising dinners, and political rallies to reach the voters and donors.
person. Place marketing refers to attempts to attract people to a particular area such as a
city, state, or country. Several states, for example, have developed marketing
place marketing campaigns to attract foreign tourists. Illinois launched a television advertising
Marketing efforts designed to
attract people to a particular campaign in Great Britain with the theme "America's best kept secret: Chicago" and
geographical area. developed a fly-and-drive package to attract British tourists to the state. Florida spent
$1 million on television advertising campaigns in Argentina, Mexico, and Venezuela
to attract Spanish-speaking tourists.
idea marketing
Marketing efforts designed to Idea marketing refers to the marketing of a cause or social issue. Idea marketing
promote a cause or social covers a wide range of issues, including birth defects, child abuse, physical fitness,
issue. an armed citizenry is a safe citizenry, overeating, and drunken driving. Kiwanis

International is a nonprofit community service group that promotes civic

Figure 17.4 Organization Marketing

Source: Courtesy of the United Performing Arts Fund of Milwaukee, and Kloppenburg, Sitzer & Teich, Inc.

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