USD Lectu re Pl an - M arketi n g N ot -f or-P rof it Org a ni za ti on s Ca po ne, Pa ge 1 of 7 Course Title Course ID Start Date End Date Duration Days Location Instructor
Nonprofit Marketing EDLD 508 Feb 2 Apr 13 10 weeks Tuesdays 6-9 PM TBA Michael Capone
Cat al o g Descr ip ti on For many years, nonprofit organizations have been dependent on traditional revenue sources like donations and grants. Progressive nonprofit organizations are responding to economic and marketplace trends by developing supplemental and complementary revenue streams including merchandising, hosting events, and providing fee-based services. In this course we learn techniques for driving innovation, building brand, and creating new revenue streams and earned income for not-for-profit organizations. Co urse O bjec tives • To expose students to theories and practice of nonprofit marketing. • To increase understanding of the role of the marketer in the not-for-profit organization and the challenges of nonprofit marketer across different sectors. • To expose students to basic concepts, models and techniques of nonprofit marketing such that students can articulate those and understand their implications. • To convince students of the essential role of the marketer in the operation of nonprofit organizations • To build analytic skills for assessing the efficacy of nonprofit operations. • To build skills for creative problem solving • To develop the capacity of students to intervene in ways that will strengthen the management of nonprofit operations. • To apply the principles and concepts learned in the class through both case analysis and practical application. • To enhance the capacity of students to write logically organized, clearly written, and grammatically correct course assignments and professional documents. • To enhance the ability of students to think reflectively about the leadership dimensions of their class work and as it applies to their chosen nonprofit “client” organization. • To provide students with the skills for producing applied products that reflect best practices and are valuable to nonprofit organizations. Teach i ng Str ate gy 1. Share essential strategic marketing concepts. 2. Teach techniques and best practices for using those concepts everyday. 3. Develop skill by applying these techniques to address challenges of a real not-for-profit organization. Lear n in g O bject ives 1. Students will be able to accurately describe at least two theories or models that have implications for leadership in the nonprofit sector and indicate how knowledge of these theories has influenced their practice. 2. Students will produce written products that are logically organized, clearly written, and grammatically correct. 3. Students will produce applied products that are useful to nonprofit organizations. 4. Students will demonstrate an understanding of and ability to apply best practice models and tools. 5. Students will produce a written reflection that analyzes the applicable leadership dimensions of the project from different perspectives, for example, team dynamic and client relations. 6. Students will demonstrate leadership in the creative solution of problems.
USD Lectu re Pl an - M arketi n g N ot -f or-P rof it Org a ni za ti on s Ca po ne, Pa ge 2 of 7 Req uire d Re ad i ng All students must purchase a classroom Course Reader. The Course Reader is divided into weekly sections. Please read the relevant section in preparation for class. To purchase your course materials, please visit University Course Readers at www.universityCourse Readers.com/students. You will create an account and be prompted to choose your state and institution. Easy-to-follow instructions will lead you through the rest of the purchasing process. Payment can be made by all major credit cards or electronic check. Your order is then processed and shipped out to you swiftly (orders are typically processed within 24 hours and often same day). Shipping time will depend on the selected shipping method. Gra d in g A. Gr ade d Ite ms Gra de Ite m Individual Assignments
Semester Project
Class Participation
Descripti on Several short written assignments will be assigned throughout the semester to practice techniques learned in class. Each assignment must be submitted on Task Stream on the due date as we will often discuss that assignment in the class that follows. Late assignments will be marked off one letter grade for each week they are late. The major assignment for this course, a Marketing Plan, is to be completed on behalf of a “client” nonprofit organization. The project has 3 parts totaling 200 points. a) Milestones. The project is divided into weekly milestones, which were designed to guide your brainstorming and keep you on track to prepare the finished marketing plan in 10 weeks. The Course Reader contains templates for each milestone to assist you with the techniques and help you to summarize your ideas.. b) Marketing Plan. The final written submission, a 10-page marketing plan, is not simply a collection of the milestones, but rather a summary of your recommendations, which result from the milestones. The Course Reader contains a sample marketing plan. c) Presentation. A 10-minute presentation of your recommendations. We will view and discuss several nonprofit marketing presentations in class. To assure accountability for projects completed by groups, after the project is submitted students will be asked to fill out a confidential form that distributes 100 points between or among team members. This sheet indicates the degree to which each team member participated in carrying out the assigned work. For example, if you and another student put in an equal amount of work, you would rate your respective contributions 50/50. These ranking sheets play a role in determining your grade; students who do not participate fully in the work of their team will be marked down accordingly. Participation in class discussion is a course requirement. You will be evaluated based on courtesy, constructiveness, insight, and creativity. For example, if you attend every class and do not speak up, you will receive a grade of “C” for your participation. If you must miss a class, please contact one of your cohorts and ask him/her to tape record the class and/or provide you with notes on the material. If you miss class when an assignment is due, you must still turn in the assignment on time. Missing more than 3 classes for any reason will result in a grade of “F” for the course. In addition, each team will be asked to do a 10 minute (time-limited) presentation of your applied project. These presentations will take place during the last two week of class.
Point s 10 assignments x 10 points each 100 points
10 milestones x 10 points each = 100 points 1 Marketing Plan x 50 points = 50 points 1 Presentation x 50 points = 50 points
50 points
USD Lectu re Pl an - M arketi n g N ot -f or-P rof it Org a ni za ti on s Ca po ne, Pa ge 3 of 7
B. Gra di n g Meth o d All papers will be graded using the rubric. Late papers will be graded using the rubric and then will be downgraded for each week they are late (e.g., if one week late, the grade will be a “B” assuming that it would have been an “A” paper had it been handed in on time). A paper is considered to be one week late if it is handed in after Monday night’s class. Are a (wt) Content (40%)
Below Exp ect atio ns Does not adequately cover the assigned task. The primary thesis may not be clear or if it is, little topic development is evident. Assertions made in the writing are either weakly supported or no support is offered.
Organization (25%)
Paper lacks logical sequence hence causing format to interfere with readability. Does not use proper paragraphing. Topic sentences do not lead to rest of paragraph or are missing altogether.
Mechanics (15%)
Significant errors in word usage, sentence structure (run-ons, fragments), spelling, punctuation, and capitalization. Errors undermine credibility of content and readability. References are missing or do not use correct referencing style. Writer is internally focused rather than focused on the Course Reader. No clear awareness or understanding of the audience is evident. Writer may appear discourteous to the Course Reader.
Referencing (10%) Audience (5%)
Style (5%)
Overuse of simple sentences. May misuse words or idioms. May include slang. Wordy rather than concise. Writing shows lack of sophistication or variety in vocabulary. Awkward. Little or no use of business terms.
Meets E xpect ati ons The assigned task is covered sufficiently. The primary thesis is clear but there is some room for further development of the topic. Support is offered for assertions that are made but that support could be stronger, more compelling or more inclusive of all issues. Paper follows logical sequence with identifiable beginning, development, and conclusion. Generally proper use of paragraph structure and topic sentences. Organization and/or headings help the Course Reader to follow and find information. Relatively free of errors in word usage, sentence structure (run-ons, fragments), spelling, punctuation, and capitalization. Mechanics do not detract from credibility of the content. Generally correct referencing using APA or MLA style. Writer acknowledges the Course Reader and displays some thought about the nature of the audience. Course Reader is treated politely and positively. No evidence of inappropriate attitude. Sentences vary in length and style. Strong action verbs are used. Occasionally uses jargon or clichés. Vocabulary and word usage generally is correct and shows some variety. Uses business terms appropriately.
Excee ds Expe cta tio ns The assigned task is thoroughly covered and completed. The primary thesis is clear and fully developed. Assertions made throughout the writing are compelling and clearly supported. Paper flows well with appropriate beginning, development, and conclusion. Paragraph structure contributes to flow and transitions. Organization and/or headings help the Course Reader to understand and remember information. No errors in word usage, sentence structure (run-ons, fragments), spelling, punctuation, and capitalization. Strong mechanics help to establish credibility. References are consistently correct using APA or MLA style. No missing citations. Writer clearly focuses writing to the audience, and displays empathy for the Course Reader. Goodwill is created through consideration of the Course Reader’s needs. Message tailored directly for the Course Reader. Demonstrates a sophisticated grasp of the language in terms of both sentence structure and vocabulary. Writes fluidly and concisely. Includes appropriate business terms.
USD Lectu re Pl an - M arketi n g N ot -f or-P rof it Org a ni za ti on s Ca po ne, Pa ge 4 of 7 Ac ade mic I nte gri ty The code of academic integrity is not just rhetoric; forms of academic dishonesty, including but not limited to cheating, plagiarism, fabrication, or facilitating academic dishonesty, will not be tolerated in this class and may result in suspension or expulsion from the university. Anything you hand in to us must be written in your own words, exemplifying your own thoughts and ideas, and you must source any references you used in completing your work using the APA format. Although you are encouraged to work and learn collaboratively, both within and outside of class, the work you submit to us should reflect your own thoughts and ideas, and it must be expressed in your own words unless you cite whose words you are using. If you are unsure of what this means, please check with one of us before completing an assignment. Stu dent s wi th D is ab il it ies Students with disabilities who believe that they may need accommodations in the class are encouraged to contact Disability Services in Serra 300 (Tel. 260-4655) as soon as possible to better ensure that such accommodations are implemented in a timely fashion. Prep ara ti o n (to be completed prior to the first session) 1. Read the suggested readings for week 1 in the Course Reader. 2. Read the Project Scope and complete the Semester Project Application and submit by December 20, 2009. Lect ure Pl an The Course Reader for this course is divided into weekly chapters - one chapter per lecture. Please prepare for lectures by reading prior to class the relevant chapter in the Course Reader. Individual assignments are online quizzes that serve to test your understanding of concepts and are ways due the day prior to the next class meeting. The semester project entails developing a new product idea and preparing a marketing plan for a not-for-profit organization. The Course Reader contains a template for each milestone. Week 1
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Lect ure T opic The R ole of Marke ti ng. Explore the relationship between the fund raising executive and marketer; study the goals and roles of marketing; identify an organization's marketing needs; discuss the relationship between brand, traffic, loyalty, and revenue.
Situ at i on Ana lys is. Before you can develop new marketing strategies, you need to understand your organization's status and options. The marketer's toolbox contains valuable models you can use to identify your lifecycle stage, strengths and weaknesses, measure your brand strength, understand your role in the value chain, determine your core competencies, define your dependencies, and identify growth opportunities. Resea rch. Marketing research serves to identify the needs of the marketplace and best practices for satisfying those needs, and help the organization align its resources with the best opportunities. Learn to differentiate primary and secondary research, public and private data sources, competitive analysis and benchmarking, fads and trends.
Assig nme nts Individual (I-01). Read the reviews and complaint letters for a nonprofit, identify the organizational failure, and outline case and incident resolution. Project (P-01). Prepare a description of your organization's mission and history. Refer to the template in the Course Reader. Individual (I-01). Watch a nonprofits video recorded presentation to the Social Enterprise Institute and assess the organization's situation. Project (P-02). Prepare a situational analysis of your organization. Refer to the template included in the Course Reader. Individual (I-03). Review the list of data and identify the type and source. Project (P-03). Research the organizations segment and marketplace. Summarize your findings using the template provided in the Course Reader.
USD Lectu re Pl an - M arketi n g N ot -f or-P rof it Org a ni za ti on s Ca po ne, Pa ge 5 of 7
Week 4
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Lect ure T opic New Pr od uct Deve lo p men t. Explore the 12+ exciting revenue-generating ideas that organizations can use. Learn how to select, develop, and introduce new ideas.
Segme nt at io n. Customers are very different from donors, because they expect value. Explore the various methods for segmenting and understanding customers' needs and expectations. Learn to differentiate between segmenting and profiling, B2B and B2C, needs and values, attitudes and behavior. Dis tri bu ti o n. There are many exciting channels organizations can use to deliver value to customers. Explore 8 ways to partner with corporations to create WIN-WIN situations and also learn how to make yourself independent from corporate partnerships. Pos it io n in g. What you market and to whom will influence how you describe your product. Learn the difference between features and benefits; value and positioning statements.
Price. What you market, who you market to, and how you describe your product will determine your price and revenue model. Price setting formulas,
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Proces s. Learn best practices for converting targets into loyal customers aka evangelists, design an end-to-end customer experience, blueprinting, mapping, milestones, touches, conversion models, conversion rates, contact center management.
Pro m ot io n. Get the word out. 7 critical elements of a marketing message, active vs passive media, integrated media, conversion models, and media planning.
Assig nme nts Individual (I-04). Review the list of products and identify type. Sort the steps in the new product introduction process. Project (P-04). Brainstorm 20 new product ideas, filter, conduct a feasibility study, and select the most viable new products to introduce. Refer to the template provided in the Course Reader. Individual (I-05). Visit a list of not-for-profit websites, describe the target customer, and identify the distribution channel. Project (P-05). Describe the target customer segments and outline all applicable distribution strategies. Refer to the template for formatting.
Individual (I-06). Read these proposed positioning statements and match them to the most applicable customer segment. Project (P-06). Brainstorm dozens of positioning statements, filter and select the most viable statement. Use the template to present your recommendations. Individual (P-07). Calculate a products price range using various methods. Project (P-07). Calculate the range of prices for your product, recommend and support your selection using the template provided in the Course Reader. Individual (I-08). Review a customer experience blueprint and identify critical elements and omissions. Project (P-08). Outline your ideal customer experience and identify the requirements for each critical step. Individual (I-09). Analyze these nonprofit advertising messages, identify elements, and describe failures. Project (P-09). Create a conversion model and forecast your revenue and ROMI. Refer to the template for structural guidelines.
Peo ple a nd Pro ps. Who is interacting with your customers and what equipment do they need? Hiring, training, motivating, dressing and equipping customer facing employees, atmospherics, accommodations.
USD Lectu re Pl an - M arketi n g N ot -f or-P rof it Org a ni za ti on s Ca po ne, Pa ge 6 of 7 Week 9
Lect ure T opic Marketi n g Tech n ol og y. Marketing is no longer a creative art. It's a hard science and every part is trackable. Learn about state-of-the-art technology for tracking performance, optimizing your marketing budget, and automating communications; managing 1-to-1 and integrated marketing.
Assig nme nts Individual (I-10). Read these short cases and identify the ethical dilemma. Project (P-10). Prepare draft marketing plan.
Marketi n g Et hic s. Customers have higher expectations of nonprofit organizations. Topics include ethical models, cause marketing, social responsibility, and an overview of marketing l 10
Project Presentations
USD Lectu re Pl an - M arketi n g N ot -f or-P rof it Org a ni za ti on s Ca po ne, Pa ge 7 of 7 Spri ng 2 010 P ro ject Overv iew Marketing plays two important roles in every not-for-profit organization. a)
b)
Brand. The traditional marketing role is to support the fund-raising function by building brand, which is the result of consistent donor experiences. Organizations that enjoy a strong brand have won the trust of donors and benefit from a shorter decision-making process. Revenue. The new role of marketing is to supplement the fund-raising executive with revenue. Economic and social issues are making the new role of the not-for-profit marketer even more important today.
Spring 2010, our class will function as the marketing department for the Institute for Nonprofit Education and Research. Like all progressive nonprofit organizations today, this client relies on a mix of both traditional fund-raising programs and revenue generating products to support its operations. As a member of the INER marketing department, you and your team will focus on developing new initiatives to support the client's fund-raising efforts (Team A) or new strategies to leverage the client's assets to earn income (Team B). These teams will collaborate to create a brand that is consistent across all constituents, to optimize the organization's resources, and maximize the organization's revenue mix. Each week, we'll learn concepts and techniques necessary to complete a project milestone and we'll work together to prepare deliverables that are representative of a professional marketing department.