MARKETING FOR NON-PROFIT ORGANISATIONS
Aperçu des sections
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Second Year Master Marketing M2 Mkg
Business Department
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Module: Marketing for Non-profit Organisations
Academic year: 2024/2025
Level: M2 Marketing
Faculty of Economics, Business and Management
Department of Business
Lectuer: Dr. CHIB Djazia Amina
Tutor: Dr. CHIB Djazia Amina
Email: djazia.chib@univ-tlemcen.dz
Teaching unit: Fundamental
Coefficient :02
Credits:04
Semester hours: 45 hours / 15 weeks
Weekly volume: 3 h/ week - Lectures and Directed Works
Evaluation method: General average = ( Examination x 0.6 ) +
( Continuous assessment x 0.4 ).
▪ Exam: The grade from the end of semester exam.
▪ Continuous monitoring = (Presence + test + homework) / 3.
▪ Attendance = 20 – (number of unjustified absences x 5) – (number of justified absences x 2).
Follow-up modality (tutoring schedule):
Monday: 10h00-11h30.
Tuesday: 10h00-11h30.
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Understand the Role of Marketing in Non-profits
Equip learners with a solid understanding of how marketing principles apply within nonprofit contexts to achieve social, cultural, or environmental missions rather than profit maximization.-
Analyze the Non-profit Environment
Develop the ability to assess the internal and external factors influencing nonprofit organizations, including stakeholder needs, competition for funding, and regulatory frameworks. -
Design Mission-Driven Marketing Strategies
Enable students to formulate marketing plans that align with an organization’s mission, values, and target audience while optimizing resource use. -
Enhance Fundraising and Donor Engagement Skills
Provide strategies for building long-term relationships with donors, sponsors, volunteers, and partners through targeted communication and engagement techniques. -
Strengthen Branding and Public Image
Foster the ability to create strong nonprofit brands that inspire trust, communicate value, and enhance the organization’s visibility and credibility. -
Leverage Digital and Social Media Tools
Equip students with practical skills to use online platforms for advocacy, community-building, awareness campaigns, and fundraising. -
Promote Ethical and Sustainable Marketing Practices
Instill awareness of the ethical considerations and social responsibilities involved in nonprofit marketing activities. -
Evaluate and Measure Marketing Impact
Teach methods to assess the effectiveness of marketing initiatives in achieving mission-related goals and improving community outcomes.
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To be able to take this course, the student should have:
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Basic Understanding of Marketing Principles
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Familiarity with core marketing concepts such as the marketing mix (4Ps), segmentation, targeting, and positioning.
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Prior completion of an Introduction to Marketing course is recommended.
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Foundations of Management and Organizational Behaviour
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Awareness of how organizations function, including leadership, teamwork, and stakeholder management.
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Basic Communication Skills
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Ability to prepare and deliver clear written, verbal, and visual messages for different audiences.
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Analytical and Research Skills
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Basic knowledge of market research methods (e.g., surveys, interviews, data interpretation).
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Understanding of the Nonprofit Sector (optional but beneficial)
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General awareness of nonprofit types, missions, and the role of NGOs in society.
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Basic Digital Literacy
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Ability to use common productivity software, email marketing tools, and social media platforms.
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General objectives
Contact form
Pre-requisites and test of the pre-requisites
General Introduction
Chapter 1:Introduction to the emergence of the concept of marketing in non-profit organisations
Chapter 2:Strategic marketing planning for non-profit organisations
Chapter 3:Marketing research in non-profit organisations
Chapter 4: Marketing Strategy :Product and Distribution
Chapter 5: Marketing Strategy :Price and Promotion
Chapter 6: Social Marketing: Marketing Ideas
Chapter 7:Marketing for donations and volunteering
Chapter 8: Marketing for education
Chapter 9:Healthcare Marketing
Chapter 10: Arts and Sports Marketing
Chapter 11: Marketing in the Public Sector
Chapter 12: Cause related Marketing
Post-tests and remediation method
General conclusion
Bibliographic References
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.The course Marketing for Nonprofit Organisations provides students with the knowledge and skills to apply marketing principles in a mission-driven, non-commercial context. Unlike for-profit marketing, which focuses on profit maximisation, nonprofit marketing aims to achieve social, cultural, or environmental goals while building strong relationships with stakeholders, including donors, volunteers, beneficiaries, and the community.
Students will learn how to design mission-focused strategies, conduct market research, segment and target audiences, build brand identity, and use digital tools such as social media and email marketing to enhance visibility and engagement. The course also addresses fundraising techniques, advocacy campaigns, and ethical considerations to ensure that marketing activities align with the organisation’s values and long-term sustainability.
By the end of the course, participants will be able to create impact-driven marketing plans that support the organisation’s mission and maximise its positive contribution to society.
🔑 Key Words:
marketing principles, nonprofit organisations, mission-driven, stakeholders, donors, beneficiaries, volunteers, community engagement, brand identity, digital tools, social media, email marketing, fundraising, advocacy, ethical marketing, sustainability, market research, audience segmentation, impact-driven strategies. -
📄 Short Description
This chapter introduces the origin, development, and adaptation of marketing concepts within the nonprofit sector. It explores how marketing, initially designed for profit-oriented businesses, has been redefined to meet the social, cultural, and humanitarian objectives of nonprofit organisations. The chapter covers the historical background, the factors that led to the integration of marketing practices in nonprofits, and the differences between commercial marketing and mission-driven marketing. It also discusses the growing importance of stakeholder relationships, public trust, and ethical communication in achieving nonprofit goals.
🎯 Specific Objectives
By the end of this chapter, students should be able to:
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Explain the historical evolution of marketing concepts and how they entered the nonprofit sector.
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Differentiate between commercial marketing and nonprofit marketing in terms of goals, strategies, and outcomes.
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Identify key factors that led to the adoption of marketing practices by nonprofit organisations (e.g., competition for funding, need for visibility, changing societal expectations).
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Recognise the role of stakeholders in shaping nonprofit marketing strategies.
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Understand the ethical considerations and social responsibility aspects in nonprofit marketing.
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Appreciate the strategic importance of marketing in enhancing the mission, credibility, and sustainability of nonprofit organisations.
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📄 Short Description
This chapter focuses on the process of developing and implementing strategic marketing plans tailored to the unique needs of nonprofit organisations. It explains how nonprofits can align their mission, vision, and values with long-term marketing strategies to achieve their objectives efficiently. Topics include situation analysis (SWOT, PEST), goal setting, target audience identification, resource allocation, and performance evaluation. The chapter also emphasises the importance of stakeholder engagement, ethical considerations, and the integration of digital tools in the planning process to maximise impact and sustainability.
🎯 Specific Objectives
By the end of this chapter, students should be able to:
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Define strategic marketing planning and explain its importance in nonprofit contexts.
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Identify the key components of a strategic marketing plan (mission, objectives, strategies, tactics, evaluation).
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Conduct a situation analysis using tools such as SWOT and PEST to assess the internal and external environment.
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Set realistic and measurable marketing objectives that align with the organisation’s mission.
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Select and prioritise target audiences for marketing initiatives.
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Allocate resources effectively to achieve maximum impact within budget constraints.
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Integrate ethical principles and stakeholder perspectives into the planning process.
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Develop methods to monitor and evaluate the effectiveness of the marketing plan.
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📄 Short Description
The course Marketing for Nonprofit Organisations explores how marketing principles can be adapted and applied to mission-driven, non-commercial contexts. It examines the unique challenges nonprofits face in building public awareness, engaging stakeholders, attracting funding, and delivering social impact. Students will learn to design mission-aligned marketing strategies, develop strong brand identities, and effectively use digital and traditional channels to reach target audiences. Ethical considerations, resource constraints, and impact evaluation are emphasised to ensure marketing efforts are sustainable and aligned with organisational values.
🎯 Specific Objectives
By the end of this course, students should be able to:
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Explain the role of marketing in achieving nonprofit missions.
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Differentiate between commercial and nonprofit marketing approaches.
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Conduct market and stakeholder analysis relevant to nonprofit contexts.
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Develop strategic marketing plans that align with mission, vision, and values.
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Design effective communication campaigns for diverse audiences.
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Apply digital marketing tools such as social media, email campaigns, and online fundraising.
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Manage donor and volunteer relationships to ensure long-term engagement.
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Incorporate ethical and socially responsible practices in marketing activities.
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Evaluate marketing performance using impact-based metrics.
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📄 Short Description
This chapter examines how nonprofit organisations design and deliver their products (programs, services, campaigns, or experiences) and choose the most effective distribution channels to reach their target audiences. It highlights how the concept of “product” in nonprofits often refers to social value offerings rather than tangible goods. The chapter covers product design, service quality, branding, and value creation in alignment with the mission. It also addresses distribution strategies—both physical and digital—to ensure accessibility, efficiency, and maximum reach, considering the unique resource constraints and ethical obligations of nonprofit organisations.
🎯 Specific Objectives
By the end of this chapter, students should be able to:
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Define the concept of “product” in the context of nonprofit organisations.
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Differentiate between tangible and intangible offerings in nonprofit marketing.
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Design mission-aligned products or services that meet the needs of beneficiaries and stakeholders.
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Apply branding principles to strengthen the identity and credibility of nonprofit offerings.
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Identify and evaluate distribution channels (physical locations, events, partnerships, online platforms).
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Select appropriate distribution strategies to maximise reach and accessibility within resource limits.
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Integrate ethical and cultural considerations into product and distribution decisions.
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Assess the effectiveness of product and distribution strategies in achieving organisational objectives.
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📄 Short Description
This chapter examines how nonprofit organisations apply pricing and promotion strategies to achieve their mission while maintaining financial sustainability. In nonprofits, pricing often involves fees for services, suggested donations, membership dues, or symbolic pricing for fundraising events. The focus is on balancing affordability, accessibility, and perceived value while ensuring cost recovery and long-term viability.
Promotion in nonprofits refers to the communication activities that raise awareness, engage stakeholders, encourage donations, and mobilise volunteers. The chapter covers various promotional tools—advertising, public relations, events, direct marketing, and digital campaigns—and explores how storytelling, emotional appeals, and mission-driven messages can inspire action. Ethical considerations in both pricing and promotion are also addressed to maintain trust and credibility.
🎯 Specific Objectives
By the end of this chapter, students should be able to:
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Define pricing strategies in the nonprofit context and explain their unique challenges.
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Differentiate between cost-based, value-based, and symbolic pricing for nonprofit services or events.
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Determine appropriate pricing approaches that balance accessibility, mission fulfilment, and financial sustainability.
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Explain the role of promotion in building awareness, engaging stakeholders, and encouraging support.
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Identify key promotional tools and channels suitable for nonprofit organisations.
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Design integrated promotional campaigns aligned with mission, target audience, and budget constraints.
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Use storytelling and emotional appeals effectively and ethically in nonprofit promotion.
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Evaluate the effectiveness of pricing and promotional strategies using measurable indicators.
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Incorporate ethical and cultural considerations into pricing and promotion decisions.
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📄 Short Description
This chapter explores social marketing, a branch of marketing focused on promoting ideas, behaviours, and attitudes that benefit individuals and society. Unlike commercial marketing, which aims to sell products or services, social marketing seeks to influence voluntary behaviour change for social good—such as public health campaigns, environmental protection, or community development initiatives. The chapter examines how nonprofit organisations design, communicate, and deliver ideas to target audiences, using research-based strategies and ethical persuasion techniques. It also covers message framing, audience segmentation, and the use of multiple communication channels to maximise impact.
🎯 Specific Objectives
By the end of this chapter, students should be able to:
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Define social marketing and distinguish it from commercial marketing.
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Explain the concept of marketing ideas and its relevance to nonprofit missions.
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Identify the key components of effective social marketing campaigns.
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Analyse audience needs and motivations to design relevant and impactful ideas.
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Apply behavioural change theories (e.g., Theory of Planned Behaviour, Social Learning Theory) in campaign design.
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Select suitable communication channels for promoting ideas to different audiences.
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Frame messages to encourage voluntary behaviour change while respecting cultural and ethical boundaries.
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Measure the effectiveness of social marketing campaigns using qualitative and quantitative indicators.
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Integrate ethical considerations to avoid manipulation or misinformation.
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📄 Short Description
This chapter focuses on marketing strategies designed to attract financial contributions and volunteer support for nonprofit organisations. It explores how nonprofits can effectively communicate their mission, demonstrate impact, and build trust to motivate individuals, businesses, and institutions to contribute resources—either in the form of money or time. The chapter covers donor segmentation, volunteer recruitment, relationship building, fundraising campaigns, and the integration of digital tools such as crowdfunding platforms and social media outreach. Emphasis is placed on creating value for supporters by showing them the tangible and emotional benefits of their involvement.
🎯 Specific Objectives
By the end of this chapter, students should be able to:
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Explain the role of donations and volunteering in sustaining nonprofit activities.
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Identify target audiences for fundraising and volunteer recruitment.
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Develop donor and volunteer profiles based on motivations, capacity, and engagement preferences.
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Design persuasive fundraising messages that align with organisational values and goals.
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Apply relationship marketing techniques to maintain long-term donor and volunteer loyalty.
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Use digital and offline channels for effective fundraising and volunteer campaigns.
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Measure the success of donation drives and volunteer initiatives using key performance indicators (KPIs).
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Incorporate ethical standards in fundraising and volunteer recruitment practices.
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Address challenges in attracting and retaining supporters in a competitive nonprofit environment.
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📄 Short Description
This chapter explores the application of marketing principles to the education sector, focusing on how educational institutions—whether nonprofit, public, or private—can attract students, build community trust, and enhance their reputation. It addresses strategies for promoting educational programs, managing institutional branding, engaging stakeholders (students, parents, alumni, donors, and the community), and using both traditional and digital marketing tools. The chapter also examines the importance of aligning marketing activities with the institution’s mission, values, and educational goals while maintaining ethical and culturally sensitive practices.
🎯 Specific Objectives
By the end of this chapter, students should be able to:
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Define educational marketing and its relevance in the nonprofit and academic sectors.
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Identify target audiences for educational marketing campaigns (students, parents, donors, policymakers, community).
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Develop positioning strategies to differentiate an educational institution in a competitive environment.
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Design promotional campaigns tailored to educational services and learner needs.
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Apply branding principles to enhance the institution’s image and credibility.
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Use digital platforms (social media, websites, email newsletters) for outreach and engagement.
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Build long-term relationships with alumni, donors, and community partners.
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Ensure ethical standards in educational marketing, including truthful representation of programs and opportunities.
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Measure the effectiveness of educational marketing initiatives using relevant performance indicators.
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📄 Short Description
This chapter examines the application of marketing principles within the healthcare sector, focusing on how hospitals, clinics, public health organisations, and nonprofit healthcare providers promote their services, build trust, and improve patient engagement. It highlights strategies for understanding patient needs, communicating healthcare benefits, and strengthening the institution’s reputation while respecting ethical, legal, and cultural considerations. Special attention is given to the role of digital tools, patient education, service quality, and community outreach in enhancing public health outcomes.
🎯 Specific Objectives
By the end of this chapter, students should be able to:
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Define healthcare marketing and explain its importance in both nonprofit and for-profit healthcare settings.
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Identify target audiences (patients, families, healthcare professionals, donors, policymakers, communities).
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Develop service positioning strategies to differentiate healthcare providers.
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Apply branding principles to build trust and credibility in healthcare institutions.
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Design promotional campaigns that communicate health services effectively.
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Use digital marketing tools (websites, social media, health apps) to reach and engage patients.
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Integrate patient education into marketing efforts to promote healthy lifestyles.
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Ensure ethical compliance with privacy laws, informed consent, and culturally sensitive communication.
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Measure the effectiveness of healthcare marketing strategies using relevant performance metrics.
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📄Short Description
This chapter explores the application of marketing principles in the fields of arts and sports within nonprofit and community-based organisations. It examines how cultural institutions, sports clubs, and event organisers can engage audiences, attract sponsorships, build brand identity, and foster community participation. Special attention is given to balancing commercial goals with the mission to promote cultural enrichment, social inclusion, and community health through sports and the arts.
🎯 Specific Objectives
By the end of this chapter, learners should be able to:
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Define arts and sports marketing and explain its role in nonprofit and community development.
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Identify target audiences for arts and sports events and activities.
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Analyse strategies for audience engagement, sponsorship acquisition, and partnership building.
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Explain the role of branding and storytelling in promoting arts and sports initiatives.
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Evaluate promotional tools, including digital platforms, community outreach, and media partnerships.
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Discuss the importance of accessibility, inclusivity, and cultural sensitivity in marketing strategies.
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Assess methods for measuring the success and impact of arts and sports marketing campaigns.
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📄Short Description
This chapter examines how marketing principles are applied within the public sector, where the primary goal is to serve citizens rather than generate profit. It explores how government agencies, municipalities, and public institutions use marketing strategies to promote services, inform the public, encourage behavioural change, and enhance trust. The chapter highlights the unique challenges faced in the public sector, including budget constraints, public accountability, and the need to address diverse community needs while maintaining transparency and ethical standards.
🎯Specific Objectives
By the end of this chapter, students should be able to:
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Define public sector marketing and explain its purpose in serving societal needs.
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Identify the key differences between public sector and private/nonprofit marketing.
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Analyse the role of marketing in public communication, service promotion, and citizen engagement.
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Apply segmentation and targeting strategies suitable for public audiences.
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Discuss challenges such as limited resources, political influences, and the need for inclusivity.
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Evaluate successful public sector marketing campaigns and their social impact.
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Recommend ethical and effective marketing approaches for government agencies and public institutions.
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📄Short Description
Cause-Related Marketing (CRM) is a strategic partnership between a nonprofit organisation and a for-profit business, where both parties collaborate to promote a social cause while achieving their respective goals. In nonprofit contexts, CRM helps raise funds, increase awareness, and build credibility, while also benefiting corporate partners through enhanced brand image and customer loyalty. This chapter explores the history, principles, benefits, and potential challenges of implementing cause-related marketing campaigns.
🎯Specific Objectives
By the end of this chapter, students should be able to:
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Define cause-related marketing and explain its importance in the nonprofit sector.
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Identify the key elements of successful CRM campaigns.
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Distinguish between cause-related marketing and corporate philanthropy.
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Analyse the benefits of CRM for both nonprofits and corporate partners.
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Recognise potential ethical issues and public perception challenges in CRM.
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Evaluate real-world examples of cause-related marketing and their outcomes.
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Develop a basic plan for a CRM initiative tailored to a nonprofit organisation.
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Marketing for nonprofit organisations is not merely about promoting services or raising funds; it is a strategic process aimed at creating value for communities, strengthening relationships with stakeholders, and advancing the organisation’s mission. By applying marketing principles — such as research, segmentation, strategic planning, and the marketing mix — nonprofits can increase awareness, inspire action, and build long-term support. Effective nonprofit marketing integrates both traditional and digital tools, addresses the unique challenges of limited resources, and prioritises trust, transparency, and social impact over pure profit. Ultimately, successful marketing enables nonprofits to connect with their audiences in meaningful ways, mobilise resources, and achieve sustainable social change. -
Books (2021–2024)
Anderson, K. A. (2024). The essential fundraiser’s handbook: Maximizing donations, retaining donors, and saving the giving sector for good. (Focuses on engaging younger donors and modern fundraising models.) BookAuthority
Davies, K. (2024). Build a Nonprofit: 7 Easy Steps; Checklist and templates included! (Practical guide for launching and organizing nonprofits, including strategic marketing components.) BookAuthority
Leroux Miller, K. (2021). The nonprofit marketing guide: High-impact, low-cost ways to build support for your good cause (2nd ed.). Wiley. (User-friendly strategies for budget-conscious nonprofit marketers.) AmazonProsper Strategies
Pallotta, D. (2015). Charity case: How the nonprofit community can stand up for itself and really change the world. (Advocates for bold marketing and investment in nonprofit capacity.) The CMO
Neff, D., & Moss, R. C. (2019). The future of nonprofits: Thrive and innovate in the digital age. (Insights on adapting nonprofits to digital transformation.) The CMO
Warner, B. (2020). From the ground up: Digital fundraising for nonprofits. (Step-by-step guide for building effective digital campaigns.) The CMO
Kanter, B., & Fine, A. (2010). The networked nonprofit: Connecting with social media to drive change. (Foundational text for using social media strategically in the nonprofit sector.) The CMOProsper Strategies
Laidler-Kylander, N., & Stenzel, J. S. (2020). The brand idea: Managing nonprofit brands with integrity, democracy, and affinity. (Presents a value-based branding framework tailored to nonprofits.) Prosper Strategies
Andreasen, A. R., & Kotler, P. (2020). Strategic marketing for nonprofit organizations (8th ed.). Pearson.
Sargeant, A., & Shang, J. (2021). Fundraising principles and practice (3rd ed.). Jossey-Bass.
Wymer, W., & Knowles, P. (2021). Nonprofit marketing: Marketing management for charitable and nongovernmental organizations (2nd ed.). SAGE Publications.
Lovelock, C., & Wirtz, J. (2016). Services marketing: People, technology, strategy (8th ed.). Pearson.
Kotler, P., & Lee, N. (2016). Social marketing: Changing behaviors for good (5th ed.). SAGE Publications
Seitel, F. P. (2017). The practice of public relations (13th ed.). Pearson.Fine, A. H. (2017). Moments of truth: A guide to effective nonprofit marketing. Fieldstone Alliance.
Bruce, I. (2016). Successful marketing strategies for nonprofit organizations (2nd ed.). Jossey-Bass.
Articles & Scholarly Works
“Content is key to nonprofit digital media strategy.” International Review on Public and Nonprofit Marketing. (Analysis of effective messaging techniques for nonprofit media.) link.springer.com
Purnell, P. J. (2024). Transdisciplinary research: How much is academia heeding the call to work more closely with societal stakeholders such as industry, government, and nonprofits? (Context for nonprofit–academic collaborations and marketing communications.)
