Digital Platforms for Marketing
Name of Student
Date of Submission
Reputation management: The key to successful public relations and corporate communication.
The untapped potential of marketing for evaluating the effectiveness of nonprofit organizations: A framework proposal. International Review on Public and Nonprofit Marketing,
The Routledge international handbook of social justice. Routledge.
The Price of Beauty: Differential Effects of Design Elements with and without Cost Implications in Nonprofit Donor Solicitations. Journal of Consumer Research, 44(4), 794-815.
Consumers make use of the aesthetics of a particular product to infer to goods and services. Donors will also look for indicators of professionalism in their attempts to consider potential beneficiaries of their donations. Professionalism is one key aspect that all non-profits signal to its constituencies. Potential donors are willing to evaluate organizations on the status of their frugality. Watchdog organizations like charity.org inform consumers on nonprofits frugality (Townsend, 2017). Donors normally have a way to overhead and seek organization with low overhead ratios. The paper will highlight best practices in using digital platforms for marketing, public relations and fundraising in nonprofit organizations.
Several cues are believed to influence judgment of wastefulness and these judgments may be context specific. People are sensitive to the cost of aesthetic characteristics which are believed to have an effect on the cost of production and distribution. Visual aesthetics describes way an item look therefore all the variation to solicitation appearance influences its aesthetics (Doorley 2011). Non-profits are trying to increase the visibility thus they need to employ better communications which bring message to masses. Social media for instance has democratized communications. They can allow organizations to reach individuals to reach people with their content on board in a creative and cost-effectively ways.
Donors have plenty to give and they are more willing than ever before. Private philanthropy has been growing over the years. Dollars can be solicited mainly through mass appeals or from certain individuals or members of identifiable groups. Organizations like universities make use of parallel campaigns. The annual alumni campaign uses modified mass appeal with letters and phone calls to prospective and regular contributors (García, González & Acebrón, 2013). Corporations have received great attention for the use of social media. The chance for social networking success may be exclusively limited to non-profits. Social networking allows people to receive recognition from others mainly through their good actions and initiatives. It is worth noting that several organizations will focus on less on short-term expectations and more on the long-term objectives. Consistent and long-term giving is inspired by relationships.
The http://www.kennedy-center.org has used the digital platform perfectly to connect with volunteers and donors. The use of visuals shows great commitment from the nonprofit. The website https://www.habitat.org/emea provides pictures for housing solutions which can greatly move and inspire willing donors. The http://www.heart.org/HEARTORG/ is a platform that offers real life stories that can connect well with donors for assistance.
Kennedy-center.org makes good use of the aspect of volunteerism through their marketing and branding. Individuals can volunteer and assist in attaining the objectives and aspirations of the organization. Individuals contribute to the weekly shift due to the love of helping others and conviction to transform the community.
Nonprofit members are local citizens who show interest in the organizations cause and they actively participate signing up for membership with the non-profit. Social media sites enable the non-profits to post information about volunteer recruitment and they recognize and acknowledge those who have taken part in previous activities. The social media provides a better platform to engage the funders by posting donations information and recognizing donors for their good work. Financial donors are mostly adults and may be less active in social media; there can be alternative ways to reach them through traditional means like e-mail lists. Building positive relationship with reporters and media has a long and significant outreach and communication objective for the non-profits. Reporters are able to attract audience and disseminate information (Reynolds, 2014). Donor engagement is the measure of the relationship between the organization and the financier or volunteer. Donors exhibit high levels of interest in the community and the work undertaken by the firm. The approach of engaging donors need to begin with before the from contacts the financier.
In conclusion, non-profits need to make proper use of the available digital platforms to reach out to the donors. Donors need to be convinced of the efforts and the initiatives spearheaded by these organizations. These organizations need to exhaust all the avenues and showcase what they really have achieved and their intentions of doing better in their projects. Donors will be willing to assist for a worthy cause.
American Heart Association – Building healthier lives, free of cardiovascular diseases and stroke.. (2018). Heart.org. Retrieved 19 February 2018, from http://www.heart.org/HEARTORG/
Doorley, J., & Garcia, H. F. (2011). Reputation management: The key to successful public relations and corporate communication. Routledge.
García, M. R., González, L. I. Á., & Acebrón, L. B. (2013). The untapped potential of marketing for evaluating the effectiveness of nonprofit organizations: A framework proposal. International Review on Public and Nonprofit Marketing, 10(2), 87-102.
Habitat For Humanity | Europe, Middle East, Africa. (2018). Habitat.org. Retrieved 19 February 2018, from https://www.habitat.org/emea
Reisch, M. (Ed.). (2014). The Routledge international handbook of social justice. Routledge.
The John F. Kennedy Center for the Performing Arts. (2018). Kennedy-center.org. Retrieved 19 February 2018, from http://www.kennedy-center.org
Townsend, C. (2017). The Price of Beauty: Differential Effects of Design Elements with and without Cost Implications in Nonprofit Donor Solicitations. Journal of Consumer Research, 44(4), 794-815.