Nonprofit Marketing Strategy

Nonprofit Marketing Strategy

Using a nonprofit organization other than the one you selected for your marketing plan project, complete the following:

1. Create an offer/opportunity matrix using Figure 3-4 on page 81 of Strategic Marketing for Nonprofit Organizations as your model. Explain your rationale for your choices.
2. Using the seven characteristics of successful nonprofits (pp. 83–84 of Strategic Marketing for Nonprofit Organizations), describe how these apply to the nonprofit organization and how you would develop these characteristics if you were CEO or executive director.
3. You may want to use the websites posted in Module One Reading and Resources section, such as Charity Navigator.

Submission, APA, 2 pages

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APA

Nonprofit Marketing Strategy

Marketing Strategy for a Nonprofit Organization: Offer/Opportunity Matrix and Successful Nonprofit Characteristics

Introduction:

For this case study, I will use the nonprofit organization Feeding America, a nationwide network of food banks, to illustrate the application of the Offer/Opportunity Matrix and the seven characteristics of successful nonprofits. This organization addresses hunger issues in the United States and relies on donations, volunteer work, and partnerships with businesses to provide food assistance to people in need.

Offer/Opportunity Matrix:

The Offer/Opportunity Matrix is a tool used to assess the potential opportunities and the associated offerings of a nonprofit organization. Based on Figure 3-4 from Strategic Marketing for Nonprofit Organizations (Kotler & Lee, 2008), this matrix helps in mapping the organization’s existing offerings against potential new opportunities for growth. The matrix involves two axes: one for the organization’s offerings (ranging from core services to complementary services) and another for potential opportunities (ranging from low to high impact).

Feeding America Offer/Opportunity Matrix: