Given the explosion in the number of non profit organizations over the past years and the fact that there are no signs of a slowing of growth in this area (Sargeant, 1999a: 8) the competition is getting fierce. Due to the intangibility and immateriality of most non profit services, marketing communication plays a central role to gain differentiation and thus, competitive advantage. Communication is used to draw attention to causes, to raise funds in order distribute it to those in need or to promote activities (Kotler, 2005a: 27). To carry it to an extreme, in some cases, such as raising funds for disasters, the effectiveness of marketing communication can even decide upon life or death.
In the following research the marketing communications of the non profit organizations World Vision and Terre des Hommes will be compared, whereas key differences or similarities will be highlighted. Furthermore the paper aims to evaluate their respective approaches with respect to the theoretical ideal in marketing science. In order to attain these goals, a series of steps are required in advance. First, a brief outline on the organizations will be given. This step is followed by an overview over the organizations respective target audience, communication objectives and tools, whereas key differences or similarities will be highlighted. Based on those findings, the overall marketing communications will be appraised according to which extent their efforts are matching with preset objectives as well as with the theoretical ideal in professional marketing science. In the final section conclusions will be drawn and future recommendations will be provided. The research will be based on diverse marketing literature related to the topic. Additionally, data obtained from the international websites of the organizations and interviews will be considered in our study.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Organizational profiles
- World Vision
- Terre des Homes
- Marketing communications of Terre des Hommes and World Vision
- Target audience
- Marketing communication objectives
- Marketing communication instruments
- Advertising
- Direct Communications
- Public relations
- Donor relations
- Press relations
- Grass roots relations
- Lobbying
- Evaluation of the marketing communication
- Informing about the organization and activities
- Enhancing the corporate image and identity
- Building strong relationships with target groups
- Elicit certain behaviours or lead to actions
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research paper aims to compare the marketing communication strategies of two non-profit organizations, World Vision and Terre des Hommes. The study aims to identify key differences and similarities in their approaches and evaluate their effectiveness in relation to theoretical marketing principles. This analysis will be achieved by outlining the organizations, their target audiences, communication objectives, and tools. The paper will then assess the alignment of their communication efforts with preset objectives and marketing science ideals.
- The growing competition among non-profit organizations
- The importance of marketing communication in differentiating non-profit services
- The role of communication in raising awareness, fundraising, and promoting activities
- The effectiveness of marketing communication in achieving desired outcomes
- The alignment of marketing communication strategies with theoretical marketing principles
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter sets the context for the research, highlighting the increasing competition in the non-profit sector and the crucial role of marketing communication in achieving organizational goals. It also outlines the research objectives and methodology.
- Organizational profiles: This chapter provides brief overviews of World Vision and Terre des Hommes, including their founding history, organizational structure, and mission statements.
- Marketing communications of Terre des Hommes and World Vision: This chapter explores the marketing communication approaches of both organizations, focusing on their target audiences, communication objectives, and tools, highlighting key similarities and differences.
- Evaluation of the marketing communication: This chapter assesses the effectiveness of the organizations' marketing communication strategies, evaluating their alignment with theoretical marketing principles and their ability to achieve desired outcomes.
Schlüsselwörter (Keywords)
This study explores the key aspects of marketing communication in the non-profit sector, focusing on the comparative analysis of World Vision and Terre des Hommes. Key terms and concepts include non-profit marketing, marketing communication, target audience, communication objectives, marketing instruments, and evaluation of marketing communication effectiveness.
- Quote paper
- Jens Walther (Author), 2006, Marketing communications of non-profit organizations, Munich, GRIN Verlag, https://www.grin.com/document/90153
