Marketing Issues in Humanitarian Non-Governmental Organizations

Adeline C.

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Marketing Issues in Humanitarian Non-Governmental Organizations

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Themes

NGO Non-Governmental Organization, NPO Non-Profit Organization, Médecins Sans Frontières, Belgium, marketing technique, strategy, market segmentation, brand positioning, fundraising, stakeholder, customer, donor, human resources, recruiting

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Abstract

Non-profit organizations have only recently integrated marketing as a part of their strategy. These relatively new behaviours are still lacking for implementation. Indeed, Non-Profit Organizations (NPO) are still sceptical regarding the utility, effectiveness and reputation of using marketing in the non-profit sector. This is not a radical change of approach but a gradual shift towards a more elaborate marketing. However, English Non-Governmental Organizations (NGOs) have already acquired a more aggressive way of doing marketing. In the literature, the number of articles concerning strategic marketing for NPOs and reaching donors, as well as digital strategy for NGOs, have virtually exploded. Our analysis will be based on a literature review and a practical case in order to explain marketing practices in the non-profit sector, and more especially in the humanitarian field.

Maps of the Humanitarian Sector in Belgium
Literature Review
1. Fundraising
2. Human Resources
3. Working with the Private Sector
Critical view of the case and recommendations
1. Fundraising
2. Attraction Human Resources
3. Working with the Private Sector

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[...] Those who give their time, skills and labour are involved in most aspects of non-profit operations. A profile type of the volunteer can be drawn: white, middle-class, well-educated, middle-aged adults in families with at least one child. Motivations of staff and volunteers are numerous: enhancement of self-worth, learning through the community, helping the community, developing individual relationships, unique contributions to the board, self-healing, self-esteem, moral/civic duty, religious beliefs, facilitation, social benefits . Perceived motives for volunteering among seniors include the feel-good factor, a need for socialization, and a search for structure and purpose. [...]

[...] Online http://www.ngopulse.org/article/marketing-ngos-strategies-and-tips, consulted on March 2015 Pages d'or, Associations caritatives en Belgique. Online http://www.pagesdor.be/associations-caritatives/1/, consulted on April 2015 Portail de la Solidarité internationale, Annuaire de la Solidarité internationale. [...]

[...] They also insist on not overwhelming the donors with too much information. For instance, if you register to receive the newsletter, you will not receive the mailing that is associated with it. However, as the literature recommends it, MSF could go further and try to decrease mailing and increase direct dialogue. We have also noticed another issue regarding communication: there are few or almost no information regarding legs on MSF's website. Despite their explanatory brochure, some people are not aware that as an association of public utility, MSF has a total exemption from inheritance tax. [...]

[...] Individual marketing for non-profits, Fund Raising Management, Vol pp Websites Emarketing.fr (2005). ONG: Après le don, instaurer la culture du don. Online http://www.e-marketing.fr/Marketing-Magazine/Article/ONG-Apres-le-don-instaurer-la-culture-du-don-14328-1.htm, consulted on March 2015. IformBuilder Steps to NGO Success: Part 3 Marketing & Money. Online https://www.iformbuilder.com/blog/5-steps-to-ngo-success-part-3-marketing-money/, consulted on March 2015 Le marketing caritatif, humanitaire (marketing des ONG). Online http://www.guycouturier-mcmanagement.com/article-le-marketing-caritatif-humanitaire-marketing-des-ong-115660955.html, consulted on March 2015 Linkbel. Online http://www.linkbel.org/associations-et-fondations.html, consulted on April 2015 Mancilla, M. (2007). Les ONG entre communication et marketing. Online on the website Rue89, http://rue89.nouvelobs.com/2007/08/15/les-ong-entre-communication-et-marketing, consulted on March 2015 Mullatahiri, V. [...]

[...] Attracting new donors is essential for non-profit organizations, but relationship marketing remains important as well. Selecting a group that provides most value to an NPO is therefore crucial. Trust and commitment are at the heart of any successful relationship with customers. See the scheme in Appendix 9.10,14 All those observations seem to lead to one conclusion: customer-oriented approach is the best fit for non-profit organizations, and satisfying the human needs are their missions. This is about psychological benefits (self-worth and pride), individuals engage first to satisfy their own need.8 Communication Communication is one of the fundamentals in non-profit activities. [...]

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