Non-profit marketing is advertising that is not related to the sale of goods or services for profit. Unlike commercial marketing, which aims to maximize profits, non-profit marketing is used to solve various social problems and improve people's quality of life. This type of marketing is used by government agencies, public initiatives, charitable foundations, etc. Thus, the goal of non-profit marketing is not only to draw attention to a specific problem but also to change people's behavior towards that problem.
Examples of non-profit marketing are encountered daily. For example, an advertising campaign to combat smoking, the dissemination of knowledge about a healthy lifestyle, calls for waste sorting, etc. Non-profit marketing can also be used in political campaigns to attract voter support. There are four main types of non-profit marketing.
- Social marketing is marketing aimed at solving social problems. For example, an advertising campaign that addresses the issue of smoking, drug addiction, alcoholism, and other negative phenomena.
- Charity marketing is marketing aimed at raising funds and donations for charitable organizations and funds.
- Educational marketing is marketing aimed at educating the population. For example, to promote reading, learning foreign languages, etc.
- Political marketing is marketing for promoting political parties and candidates in elections.
A variety of tools can be used to implement non-profit marketing tasks. Some of them are applied in regular marketing.
- Advertising campaigns. An organization can place outdoor advertising or launch advertising campaigns on the Internet that highlight a specific problem and call for its solution.
- Media advertising. Non-profit organizations use traditional media channels such as television, radio, and the press to disseminate information about their social programs.
- Public events. Organizations hold events where they talk about their activities and raise important issues. These can be conferences, seminars, and webinars that anyone can attend.
- Volunteering. Many non-profit organizations work with volunteers who help them promote social programs and draw attention to problems.