Non-Profits: Powerful Forces in the Economy Despite Counter-Intuitive Drawbacks - Essay Sample

Introduction

Over the past centuries, Non-Profit organizations have contributed significantly to the world economy. Unfortunately, in America, this is still considered an evolving process is facing several counter-intuitive drawbacks. However, in essence, non-profit organizations have contributed billions of products and services to the economy as well as creating more job opportunities. In essence, the total workforce contribution from the NPOs currently stands at 11%. Teach for America, for instance, has a total of 15,000 teachers, with 62,000 alumni members, and 3,700 institution principals and their assistants. There are additional 200 social entrepreneurs and more than 900 advocacy and policy leaders (Henley, 2001).

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Therefore, with the discovery of their significance, there has been a need to develop a marketing strategy, which differs from that of the profit-making organizations. For profit-making organizations, marketing aims to improve the bottom line, which aims at identifying, forestalling, and satisfying customers' needs while making a profit (Hill, 2006). In Teach for America, however, the marketing strategy should aim at analyzing the overall view of the organization on marketing systems and identify the real and perceived challenges.

Literature Review

Many researchers have tried to synchronize the marketing strategies of profit-making organizations and the NPOs (Pope et al. 2009). As others streamline them, some of the researchers differentiate the two. In essence, considering the case of Teach for America, the marketing plan does not only appeal to the customers (clients) but also the volunteers, funders, and donors (Pope et al. 2009). These individuals have different goals and core values; hence, the need to apply distinct marketing strategies. Furthermore, the charitable reasoning behind the marketing adds to more challenges since the benefits are non-monetary. Also, the sociological and economic theories in managing the Teach for America should be considered as it struggles to create economic and social impact at the community level.

Consumers

The primary consumers of Teach for America are students who are studying in under-resourced public schools. Teach for America offers some of the essential services, such as working shoulder-to-shoulder with students. Such services often cannot be provided by private or profit-making organizations. In the marketing plan, Teach for America should be able to orientate the students in their program, not only the donors. On the other hand, direct marketing has a significant impact on customer satisfaction.

Volunteer

Teach for America should consider volunteers as additional target markets since they act as key resources to the organization. Volunteering is essential for the survival of Teach for America. Therefore, for volunteering to be effective, the organization should also be able to offer benefits to the volunteers. They may not be financial, but they should promise goodwill, self-esteem, and material goods in return. As a result, Teach for Africa should develop day-to-day management of the volunteers that not only drives the volunteers but also motivates them to continue volunteering.

Donor/Founder

There are so many factors that are considered by the donors before releasing their funds to an organization. Teach for America needs to be very useful to drive the attention of the donors. Teach for America, for instance, can champion the rights to children education as a marketing strategy to receive donations (Henley, 2001). The organization should also consider the history of the donors in other charitable works. Other demographic factors, including age, income levels, and the educational level, are fundamental when targeting the donors. Teach for America, therefore, should look at the donor likely to donate based on the factors stated.

Internet Marketing

Teach for America should also consider using the internet to achieve its marketing goals by meeting the targeted group while keeping a well-informed public. The organization should also consider the internet as a platform for creating and maintaining a good relationship with the donors rather than just for general communication. Additionally, the organization should create a website and hire expertise for maintaining such that there is a steady flow of information.

Methodology

To conduct in-depth research on the importance of marketing to NPOs, a case study of Teach for America, personal communication among executives, and all the participants of the organization should be considered. Therefore, to conduct a market survey, a total of 300 samples should be randomly selected from the organization. Other than the questionnaires, there should be an online survey that ensures that the individual needs are covered. In addition, follow up reminders are necessary to receive the feedback. The study will then analyze the patterns and trends to achieve the results.

Results

In the 78 feedback received, 58 of the respondent claimed that marketing has significant importance to the NPO, while 20 had no idea about the significance of marketing to the NPO. In perspective, they did not consider the perception of the donors but rather the consumers and workers. Other common challenges for the study mentioned by the majority of respondents include time, money, and resources (personnel).

Marketing

The more significant percentage (80%) recognized the importance of marketing but concerning fundraising, not communication with volunteers and the students. Teach for America generally acknowledge the significance of marketing but do not know how to market. Also, the organization does not have a specific market; it relies on friends, previous donors, or the Board of Managers. On the other hand, 20% were not aware of the importance of marketing.

Lack of Resources/Support for Marketing

There is substantial evidence of a lack of funds, time, and lack of adequate strategies on possible options to marketing. Executives, however, highlighted that lack of finance had been the 70% drawback to the success of the organization.

Ambiguous Target Market and Competition

Most of the respondents recognized that Teach for America does not have a specified market, especially for donors and volunteers. On the other hand, the student with specific needs is easily identified. There are no direct competitors.

Low Brand Recognition

There was no substantial brand recognition in Teach for America.

No targeted Marketing for Volunteers

Thirty (30) percent of the respondents agreed that some of the volunteers of Teach for America are not engaged because of their size, the sensitivity of the information, and lack of specific basic qualifications and skills.

Failure to Use Online Marketing

Although Teach for America has a website, it is not used to the fullest. Most of the respondents indicated that the organization is yet to consider using expert knowledge to enhance donors' relationship with the institution.

Discussion

Developing a Non-profit Marketing Strategy

The primary strategy for the NPO is finding the key motivator of the donor when giving their donation. This can only be achieved through participating in a background study of the donors. On the other hand, Volunteers are very key to the NPO; thus, the organization should identify their passion and also provide the right payback. Students, on the other hand, require a welfare platform where they can quickly air their views without discrimination.

Implications for Non-Profit Management

Management of the Teach for America should consider more education on marketing, especially when finding a target market. The management team should also allocate enough funds for doing marketing since it is quite essential. Furthermore, the organization should identify the specific skills required in performing its tasks and take action to look for an individual with such expertise.

Study Limitations and Future Research

The major challenge for the study is the low rate of response. Out of the 300 samples, only 78 responded. Another challenge lack of online access by some of the respondents. In future research, the study should consider other NPOs in other countries or states.

Conclusion

Teach for America should re-evaluate the importance of a marketing plan for its success. A marketing strategy should be a priority; in fact, the critical skills of the Board of Directors should be marketing skills. One of the managerial issues that the organization should pay attention to is the marketing strategy since it contributes to the overall success of the NPO.

Reference

Henley, T. K. (2001). Integrated marketing communications for local non-profit organizations: Developing an integrated marketing communications strategy. Journal of Nonprofit & Public Sector Marketing, 9(1-2), 141-155.

Hill, R. M. (2006). A Social Marketer's Response to "The Development of a Promotion Plan to Improve Public Awareness for a Non-Profit Agency." Social Marketing Quarterly, 12(4), 59-63.

Pope, J. A., Isely, E. S., & AsamoaTutu, F. (2009). Developing a marketing strategy for non-profit organizations: An exploratory study. Journal of Nonprofit & public sector marketing, 21(2), 184-201.