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For example, non-profits will often pursue multiple, non-financial marketing objectives; they market for social change, which Liao et al. (2001) referred to as a ‘societal orientation’; and they garner more public attention, both positive and negative, than the average business (Shapiro, 1973). Thus, appealing more towards the public opinion.
2022 revision of Form 990. Form 990 (officially, the "Return of Organization Exempt From Income Tax" [1]) is a United States Internal Revenue Service (IRS) form that provides the public with information about a nonprofit organization. [2] It is also used by government agencies to prevent organizations from abusing their tax-exempt status. [3]
A not-for-profit or non-for-profit organization (NFPO) is a legal entity that does not distribute surplus funds to its members and is formed to fulfill specific objectives. [1] [2] While not-for-profit organizations and non-profit organizations (NPO) are distinct legal entities, the terms are sometimes used interchangeably. [3]
[37] [38] A private nonprofit organization, GuideStar, provides information on 501(c)(3) organizations. [39] [40] ProPublica's Nonprofit Explorer provides copies of each organization's Form 990 and, for some organizations, audited financial statements. [41] Open990 is a searchable database of information about organizations over time. [42]
Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate directly to the customer, with methods such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.
Cause-related marketing is a powerful marketing tool that business and nonprofit organizations are increasingly leveraging. According to the Cone Millennial Cause Study in 2006, [12] 89% of Americans (aged 13 to 25) would switch from one brand to another brand of a comparable product (and price) if the latter brand was associated with "good cause".
As of 1998, GuideStar provided digitized 990 data on its website's individual public charities pages. [16] In January 1998, GuideStar received an award for Nonprofit Web Site Excellence from Philanthropy Journal, with an honorable mention for "Service to the Sector" for its searchable database of (at that time) more than 620,000 U.S. nonprofit organizations. [17]
The marketing plan identifies key opportunities, threats, weaknesses, and strengths, sets objectives, and develops an action plan to achieve marketing goals. Each section of the 4P's sets its own objective; for instance, the pricing objective might be to increase sales in a certain geographical market by pricing their own product or service ...