UNIVERSITY OF TECHNOLOGY, JAMAICA Faculty of Business and Management School of Business Administration

Special Topics in Marketing Nonprofit Organization

September 29, 2011.

Tutor: Mr. Samuel McCook

Yanique Smith 0801432 BBA3 (E)

Nonprofit Organization A non-profit organization does not work for any kind of profits through their work and therefore none of their shareholders are benefited from the profit point of view. Generally, non-profit making organizations include, charitable trusts, public art organizations. These mainly work for the underprivileged people, the disabled and orphans. It is also an incorporated organization which exists for educational or charitable reasons, and from which its shareholders or trustees do not benefit financially. Any money earned must be retained by the organization, and used for its own expenses, operations, and programs. Many non-profit organizations also seek tax exempt status, and may also be exempt from local taxes including sales taxes or property taxes. The role of marketing in Non-profit organization is to satisfy the needs and demands of people to whom the services are rendered, and also to satisfy the needs of the ones who are donating large amounts for the welfare of those people. Non-profit organization marketing is also important in order to attract more and more donors towards the organization and therefore provide more quality services. In a nonprofit making organizations if you are not able to fully advertise or expose aim, objective and goal of your organization to the public then no one will come to know what is this organization and how is it going to work, everyone will be of funding such organization because they dont know whether they are giving their money to the right organization or not.

Nonprofit Organization (YMCA) The Kingston YMCA is a non-profit, non-governmental organization that was founded in June 1920. It is a family oriented organization which seeks to promote the welfare of young people through spiritual, social, intellectual, and physical activities, geared to the development of spirit, mind and body. Its years of involvement in community service to the youth in the urban & sub-urban part of the country saw the establishment of:

Boys Town in 1940, The Youth Development Program (formerly 'Street corner Boys Program) in 1974; The YMCA/Amy Bailey training center being re-established in 1990 and the implementation of other wide range programs designed to attract and benefit all age groups of our society.

The objective of these programs is to develop the urban and sub-urban community through a process of empowerment with the provision of Skills Training, Academic, Personal and Family Development, Reproductive Health, Instilling Christian Principles and Social Development Activities. These programs are offered to the need of inner city youth obtaining a holistic education due to violence, poverty and behavioral problems exhibited; overcrowding in some of the existing schools which have led to an alarming number of adolescents dropping out of the formal schools, as they are not able to read at their Grade levels and/or their attitude which has caused them to be expelled. In addition, there are those who have never been registered in a formal school (including street children) or those who have been diagnosed with a

learning disability. The project caters to adolescents male and female in education, prevocational skills with the aim of re-integration in the formal school system/pre-vocational/vocational training/employment.

How marketing improve performance

While most non-profits are not selling products, they are selling their organization's mission, their ideas, their programs, and their services. In a world where everyone is overcome with information, a strong image is the key to community awareness. Developing and maintaining a visible and credible identity through marketing will increase local support for your organization. Marketing is a way to satisfying the consumer and donor needs.

Some might not believe that investing in marketing strategies is necessary for non-profits, but it is quite beneficial for an NPO to effectively market itself. YMCA can use marketing tactics to assist with growth, funding and prosperity. Without these things, the overall mission of the YMCA is diminished. Typical marketing practices by a YMCA include large and small-scale events, print materials, alliances and networking. Print materials are highly important for educational and promotional purposes. Creating alliances with other local NPOs builds a larger mass of people who hear of the groups goals while building the brand. In addition, networking is very effective marketing for non-profits as people spread the word about the goals of the organization. Thus improving their performance by building awareness, and also acquiring new funding through these promotional activities.

References Daw J., Cause Marketing for Nonprofits, John Wiley and Sons (2006) Hopkins B., Starting and Managing a Nonprofit Organization, John Wiley and Sons (2009)