Marketing

Many people think of marketing as exclusively advertising and selling but it is much more. Marketing is ensuring that you are meeting customer needs. It is a philosophy, framework and set of tools which has been around in the commercial sector for a very long time. The philosophy is putting the customer first, ahead of mere efficiency of the organisation. The tools are ones which help you design, deliver and make a service or product which truly meets customer needs. And the framework lays out all the tools available in a diagram which helps you work out which tool you need to use when.

Here we explore what is marketing. The marketing tools can be applied to all areas of nonprofit organisations ie services, fund development, lobbying as well as commununications. They are useful to any nonprofit organisation which has customers. The other tools covered in this section are:

• segmentation and targeting 
• marketing information and research 
• other player analysis 
• positioning and branding 
• the charity product marketing mix.

Talk to others about marketing

Why not start or join a conversation in the marketing forum.

Or contribute to this site by helping us develop this section or write a case study about your experience. Contact knowhow@city.ac.uk for more information.  

Useful links

• The Chartered Institute of Marketing
• Media Trust
• How to turn your charity into a top brand (Guardian article)
• Marketing and promotion (Fit4Funding)