NGO MARKETIN G Introduction

Nongovernmental Organization (NGO) agency to resources implementing projects with the goal of addressing social problems. NGO are value modern the having marketing strategy for the NGO. This would help the NGO reach the masses and make the common man aware work of it the does. of for great and the importance is an devoted managing and

society of a

and hence comes need

Marketing in an NGO human usually and means attracting capital resources. NGOs today use various marketing principles techniques audience voluntarily accept, modify abandon behaviour for the benefit individuals, groups or society as a whole. However, this is true only in case of some NGOs, while great in getting most of them are finding challenge building more to collect funds, credibility, people involved and in general to of reject, or and to to

influence a target

carry

out

its

social activities. Nongovernmental organization (NGO) is a term that has become widely accepted as referring to a legally constituted, nongovernmental organization created by natural or legal persons with no participation or representation of any government. In the cases in which NGOs are funded totally or partially by governments, the NGO maintains its status excludes government representatives from membership in nonand governmental

the organization. The number of internationally operating NGOs is estimated at 40,000. India is estimated to have between million and million NGOs. Peter Drucker has said that the growth sector in the 21st century will be the social "where systematic, principled, theory-based management can yield the greatest results fastest". the non-profit sector, 1 2

Characteristi cs NGOs
NGOs vary in their

and

specialities of

types. Some act primarily as lobbyists, while others primarily conduct programs activities relief rehabilitation, social economic development and empowerment. For instance, an NGO Oxfam, concerned poverty alleviation, might needy with equipment skills drinking to provide people the and find water, with such as & and like &

food and clean whereas an NGO like the FFDA helps through investigation and documentation of human violations provides rights and legal

assistance rights

to abuses.

victims of human Others, such as Afghanistan Information Management Services, provide specialized technical products services support development activities implemented on the ground other organizations.
1.

and to

by

Volunt

ary: They are

formed voluntarily. They are built upon commitment of a few persons.
2.

Indepe &
are and

ndent Flexible:
NGOs planning

independent in

implementatio n of their programmes. They are not bound by any red tapism and bureaucratic obstacles.
3.

Public

relations: Nongovernmental organizations need healthy relationships with the public to meet their goals. People are the heart NGOs. Foundations and charities sophisticated public relations to campaigns use of the

raise funds and employ standard lobbying techniques Interest may political with groups be of governments.

importance because of their ability influence and code of was World Association Non Governmental NGOs.
4.

to social political A ethics

outcomes.

established

in 2002 by The of

Nonnot selfThe

profit oriented & serving:

from are

surplus and gains economic not projects, if any, distributed to the members or the stakeholders. They are re-used for development purposes. NGOs serve and needy poor, for impoverished their upliftment.

5.

Projec
is an that are

t management:
There increasing awareness management techniques crucial to project success in nongovernmental organizations. Generally, nongovernmental organizations that are private have either a or They community environmental focus. address varieties of issues such as religion, emergency affairs. mobilize support voluntary contributions for aid; they often have strong links with community groups in aid, They public and or humanitarian

developing countries, and they often work in areas where government-togovernment NGOs accepted part of as aid are a the is not possible.

international relations landscape, while influence national multilateral policy-making, increasingly they are more directly involved in local action.
6.

and they and

Fundi

ng: Even though

the term "nongovernmental organization" implies independence from governments, most depend NGOs heavily

on governments for their funding.

7.

Monit and
The of

oring control:
governments

the countries an NGO works or is registered in may require reporting or monitoring oversight. Funders generally require reporting information not publicly available. There may also be associations and watchdog organizations that research and publish NGOs in details working particular or years, on the actions of and is assessment, such necessarily other and

geographic recent

program areas. In

many corporations have their social

large increased corporate

responsibility departments an attempt pre-empt campaigns against corporate practices. As the logic work NGOs, will not against corporations.
8.

in to NGO

certain

goes,

if with

corporations NGOs work

Legal
The form of

status:
legal and upon

NGOs is diverse depends home

grown variations in each country's laws practices. However, main four family and

groups of NGOs

can

be

found

worldwide:
Unincorporated

and

voluntary

association
Trusts,

charities foundations

and

Companies not

just for profit

Entities formed

or under NGO

registered special or The non-

profit laws recruitment patterns of the voluntary sector have change workforce profile, more engineering and management graduates opting to work in this sector. Does this mean voluntary a that work with seen in a its perceptible

has changed into pulsating

profession possibilities,

with

exciting growth especially those that technologydriven? What is the role of these professionals in this sector? It happened elsewhere in the world. But the trend India. follow recruitment patterns of the voluntary sector in the country, you will see a perceptible change in its workforce profile. At least 0.3-0.5 per cent of the country's workforce is in this sector, and according to experts, there is is If now you the strengthening in has are

significant increase in the number management graduates opting to work for the not-for-profit organisations. This from professional filmmakers, designers mass communication graduates constantly creative here. that seek urges Pradeep and is apart of engineering and

to satisfy their

Mehta, Secretary General, CUTS, a Jaipur-based consumer awareness society, confirms that the hiring pattern changed has both

qualitatively and quantitatively. He pins down this

transformation to the flow the sector a increased of funds

from donors to voluntary and the

Government and stronger to inclination of the Government implement projects through NGOs. Therefore, overall the demand

for people in this sector has gone up. On flip the side, the the

scope of work of voluntary to more work, of sector has also enlarged include technical absorption technical graduates. But he also points to one niggling factor in the trend: Those

thus calling for

NGOs that are in a position to afford competitive remuneration to MBAs do hire their services and it is also true that NGOs are hiring MBAs inculcate professionalism as it exists in the corporate sector. However, questions professionals. "Do MBAs from top business schools come to NGOs? In most cases, they have the degree, but not level same another development taking simultaneously: senior managers, having an MBA is place the same of time, he the to

quality of these

expertise." At the

degree from top business schools, leaving opting their for corporate job and voluntary work. In India, Prabhu says, in the past, organisations such GreenPeace Foundation, ActionAid, Basix and Affairs Public Centre as

have approached the Institute for talent either for summer placement lateral placements. For instance, the field CRY of which is in consumer marketing needs professionals with building brand skills or

and has recruited MBAs even in the early 1990s.

What is the role of engineering and management graduates in the voluntary sector? The work is primarily the managing

affairs including implementation of projects. Mehta says some also fit well with jobs in research areas, depending on their basic and education

aptitude. Another emerging area is human resources management. NKF largest has the fund

collecting outfits in this part of the world. And most of the funds are raised through TV shows and live events. In other words, it is managed like an efficiently

managed company with a lot of fund MBAs together media, direct raising activities "These put same and marketing plans," confirms Prabhu. NKF is also looking at final placements from E., Manager, Staffing Solutions, Ma Foi Management Consultants Ltd., a Chennai-based manpower consultancy says NGOs typically look for someone with counselling skills, with psychology personnel someone a or IIM, General Bangalore. Balaji are expected to pretty much the communication

management degree welfare. opines or a masters in social Balaji that,

"Working in an NGO is not seen as a serious career option yet. It does require people and temperament. Although it don't corporate such there says value working social Besides NGOs pay competitive as is involves get perks cars, some He is in for causes. many (Ford do fairly sacrifices you with a different flavour

housing etc attraction. there seen

foreign-funded Foundation)

remuneration and other such abroad, there are as attend bonuses

opportunity to go seminars/sympos ia, earn media recognition, etc. And we are also seeing the drying up of funds in the sector and realise we cannot depend on aid forever. Therefore, cause very option sector. however out this laid colleges "The part that should at foundation he related realistic in the He, points the for be the itself. courses of the says, a career in marketing is a

professional

should be made curriculum. They

should be made to understand the supply-demand mechanisms the Munira Executive Director, Madhyam, NGO, has a a Bangalore-based practical view on the issue, "This is an exciting What would is a the of trend. perhaps be ideal of social Sen,

sector." Perhaps

successful match between approaches these professionals with the process driven approach of the NGOs." outcome-driven

NGOs Marketing
Not many of the NGOs have a marketing

department. While some of the NGOs regarded this as not a part of their main others its but work, realized importance found it to

difficult implement. Professionals

involved in an NGO show the growth prospects and ability of to NGOs

implement things professionally. A professional can be will defined give as who the a and vision. MBA, someone organization direction working e.g.:

approach in its

MSW (Masters of Social Work), Trainers Teachers. Around 67% of the NGOs and

employ professionals but the professionals are not utilized to the their funds marketing. fullest of capacity for

due to the lack of

Importance of marketing NGOs

Often when we think of marketing, we think promotion advertising products for sale. But marketing is much more than that. Whenever we are trying to connect with a group of people outside organization, can considered marketing. Marketing ranges from making our it be of and

client

service

more responsive, to street theatre, to banners posting and

applying logos. It is everything that contributes your organizations public which, developed effectivelyand reinforced by the good work of the staffhelps earn the trust and of confidence beneficiaries, local leaders and donors. Effective marketing improve organizations ability to attract funding, more beneficiaries and help accomplishing the mission. It can help enhance in serve can image, when to

NGO's sustainability.

Medium Marketing used NGOs

The medium marketing by NGOs divided brochures, Newspapers, Websites,

of by

of used is into

Advertisements, and Here, that most Television. we of find the although

NGOs are using traditional marketing techniques brochures, still lack like they the newspapers and

access to modern marketing mediums such as websites, advertising, etc.

Other Marketing Techniques Fund-raising / Marketing Techniques Used NGOs

The other marketing techniques give a birds-eye view of the raising events celebrity involvement. The organized most of events by the NGOs through and involved in fund

By

NGOs are on a very small scale and not many people are aware of such events. However, NGOs involved organizing events at a larger some are in

scale. celebrity involvement less. exploited tool to awareness generate reasonably

The is This as a and funds. well

actually can be spread

NGOs are doing in the workshops domain to attract human as well capital resources.

Major Sources of Funds

The major sources of funds NGO for are an the and The and are

government, corporate individual donors. public corporate understanding their responsibility towards society and helping in

fund generation but governments involvement is minimal. This is quite surprising, since moral responsibility of the to government help the One its the the

NGOs.

major concern is that although the government somewhat involved helping in NGOs is

for funds, this help is delayed by years.

Unique Methods Marketing used NGOs

The following

of By

are some of the unique methods in which NGOs are carrying out

their

marketing

activities.
Exhibitions are

usually held by the NGOs to sell products bags, products made environment friendly material. This helps the NGO to generate revenues their projects showcase exhibitions out with colleges corporate.
Organizing

like folders, are of

pouch etc. These

for varied and their are

talent pool. The basically carried in tandem schools, and

events like haldi kum-kum (for women), Sathya Narayan puja etc. to form an emotional

bondage with the Volunteers. This helps them reach the masses.
Printing

calendars

with

logos, vision and mission of the NGO. This helps the NGO reach the common man and spread awareness about their cause.
Mascots

are some

used

by

NGOs to spread messages which impact common for tree drives.) the man.

(E.g. A mascot spreading on plantation awareness

Major Source of Funding For NGOs

Organizing

annual functions where volunteers

are and

felicitated are

encouraged to do more work. Annual programmes are telecasted local channels. helps spread on cable This them their

cause in a more effective way.

Maintaining Database
Maintaini ng database of volunteers will help the NGOs to keep a track of their volunteers. This will help the NGOs, as they will be able to inform volunteers regarding upcoming events. their the

Tie-Up Institutes

with

the Academic

Tie-ups with academic institutes would help the NGOs tap the potential of the students of these institutes. could Students the

help the NGOs at the base level by acting as volunteers. They could then act as prospective volunteers. NGOs will able getting to By be these means the solve human

their problem of resource. NGOs can make use of this by:

Organizing

lectures, seminars, workshops presentations and

regarding various issues students. would for

the social the This

sensitize

the students and hence help the students understanding the cause of the NGOs.
Advertising in

in

the festivals organised schools colleges. NGOs visibility they (Putting banners, and brochures, leaflets)
During

annual by and This the that want. up stalls

would give the

distributing

the parentcould

annual NGO make

teacher meets the

presentations

regarding objectives students their

their and and parents.

cause to all the

This would help the NGOs reach the masses on a wider scale. Rewarding the students giving certificates them contribution.
From

by to and

appreciating their

the

analysis we see that most of the NGOs have problem up academic institutes specially technical them the ones dont website. the with

For solving this NGOs could tie

which can help design a good website.

Approaching Corporate
The today increasingly becoming aware of towards society. NGOs approach corporate their the The can the for responsibility Corporate are

their cause. This would help the NGOs solve their problem of human as well capital resources.
The

corporate work in

could

tandem with a particular NGO and help them carry out all their activities better in a and

organized way.
The

corporate purchase the items

could all

made

by

the

NGOs and sell them during their cultural the events. get This would help NGO more funds and can be done on a quarterly basis. Students professional presentation can

help in making a

Some distinct ways market cause

The NGOs could also look at these ways to market their cause. Road Shows

to the

and Street Plays can be organized on regular intervals to make the masses aware of their cause. This gives them more visibility as well volunteers.

These plays can be conducted at different malls or public places.

NGOs can tie

up with most of the societies housing which

can lend them their extra space to events. conduct This

helps them target house-wives who can lend the NGO a helping hand during their free time.
Creating

a and

distinctive logo, vision mission of the NGO. This could then be printed on t-shirts. This helps them reach people on mind.
Tying up with

and peoples

leaves an impact

Newspaper

agencies distributing

for

pamphlets along with newspapers. This will again help them reach the masses and get help in form of volunteers.
Using

the to their The

audio-visual medium propagate cause. audio-visual medium could be the radio or cinema houses.
Motivating the

youth

to

join

hands with the NGOs by urging the NGOs to tieup with the youth wings different club wing).This would help the NGOs to get the young blood and of clubs Youth

(like the Rotract

get newer and fresher perspectives.

Conclusion
Commerc ial marketing and non-commercial marketing have a lot in common but at the same time they have some essential distinctions, which depend on type, mission and goals of an organisation. Marketing a nonprofit organization takes the need for innovative strategic being and in

identifying ways and avenues to market it. It is also important for NGOs to not only satisfy their target group but also the donors

needs. Most of the traditional methods, donations, market themselves. NGOs must learn to devise newer and better ways to market themselves, like associating with Academic Institutes using potential wives, professionals and celebrities volunteers. as and the of like to NGOs depend on the

students, house-

MARKETIN G STRATEGIE S followed by some of the NGOs

1 Childs Rights and Welfare: Children

Separate marketing department. Use of brochure, newspapers, website, advertisement, television as well as Celebrities workshops 2 Apang Maitree Physically Handicap: Use of book-marks, local papers, and news posters television, radio and

workshops 3 Aasara Curb Suicidal Deaths: Use of brochure, newspapers and local channels, workshops 4 Toxics Link Environmental Issues: Separate marketing department .Use of brochure, newspapers, website, T.V

advertisement, television as well as Celebrities 5 Path Health among Welfare of 6 radio,

the Slums: Use brouchers, Task Antiworkshops Smoking: Local newspapers 7 Red Cross Mouth and Behana Calamity Relief Work: publicity Celebrities 8 Rehabilitation of Street Dogs : Use of brochure and newspapers 9 Annapurna Women Empowerrment : Use newspapers 10 Senior Citizen Association Elderly People: Use of brochure, newspapers and local T.V of

channels, workshops 11 Shiv Shakti Mentally retarded Children : 12 Slum Local news papers Aarambh Children:

Use of brochure, newspapers and website, Celebrities workshops and