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Nonprofit Service Marketing
Although there is high diversity in the nature of services, they tend to exhibit five important characteristics. A service is typically:
• Intangible • Inseparable from its producer •Variable in its characteristics • Perishable • Dependent on the involvement of the target audience in its production
After reviewing the characteristics of services and how they differ from tangible products, discuss a service offering from a nonprofit organization. Describe the marketing strategies the organization uses to turn service liabilities into advantages for its target audience.
Submission, APA, 3 paragraphs
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Nonprofit Service Marketing
Code.org’s CS Fundamentals, a free K-12 computer science curriculum launched in 2020, exemplifies a nonprofit service with the five characteristics of services: intangibility, inseparability, variability, perishability, and audience involvement. As an intangible service, CS Fundamentals cannot be physically possessed, presenting a challenge in demonstrating its value to educators, students, and parents (Rogers, 1962). To address this, Code.org employs storytelling and visual content to make the service tangible, showcasing student success stories and interactive coding demos on its website and social media platforms like YouTube and Instagram (Code.org, 2023). These efforts align with research by Smith and Lee (2022), which emphasizes that compelling visuals and narratives enhance perceived value in nonprofit services. By highlighting real-world impacts, such as students creating apps, Code.org transforms intangibility into an advantage, fostering emotional connections with its audience and increasing engagement, with over 70 million students reached by 2023 (Code.org, 2023). Additionally, partnerships with schools and endorsements from educators provide credible third-party validation, further mitigating the uncertainty of intangibility.
The inseparability and variability of CS Fundamentals, where the service is tied to its delivery by teachers and varies based on their expertise, pose challenges in ensuring consistent quality and accessibility. Code.org counters these by offering standardized training and online resources for educators, ensuring uniform delivery across diverse settings (Johnson et al., 2021). Its marketing strategy includes targeted email campaigns and webinars that promote teacher training, emphasizing ease of implementation and adaptability for different classroom needs (Code.org, 2023). These efforts address inseparability by making teachers active co-producers, enhancing their confidence and competence. Variability is mitigated through iterative feedback loops, where Code.org collects teacher input to refine the curriculum, ensuring consistency (Johnson et al., 2021). By marketing these resources as empowering tools, Code.org turns inseparability and variability into advantages, positioning teachers as key partners in delivering impactful education.
The perishability of CS Fundamentals, as a service that cannot be stored, and its dependence on audience involvement, particularly from teachers and students, require strategic engagement to maintain demand and participation. Code.org addresses perishability through a robust digital presence, using SEO and…