Unfortunately, nonprofit professionals often avoid marketing – assuming it is sinful to think like a marketer, wasteful to act like a marketer, and career suicide to talk like a marketer.
Well, I have a confession to make: I have fallen in love with nonprofit marketing! This semester, I have had the privilege to learn from (arguably) the top scholar and practioner in the field of nonprofit marketing: Adrian Sargeant.
All of the coursework was hands-on. I was applying marketing concepts to case studies of nonprofit organizations. I was developing marketing research, constructing a marketing plan, and creating a communications plan. And, I was loving it!
Because of this class, I now know how to approach a situation or a problem – leveraging the marketing framework. I am confident in integrating marketing concepts throughout my work. Ultimately, I am focused on answering the question: How are we (the organization, the professional, etc.) “sensitively meeting the needs of society”?
…and what’s so bad about that?!?
Fellow nonprofit professionals, before refusing to work with a marketing consultant or pursue a marketing initiative, stop and think: Would you like to be “sensitively meeting the needs of society?” If your answer is yes, please recognize that the field of marketing can provide a new perspective, priceless advice, and research-based recommendations to nonprofit organizations.
Please leave a comment. What is your perception of marketing in nonprofit organizations? Feel free to share stories of the good, the bad, and the ugly!