Post by ryglo739 on Mar 15, 2024 21:33:10 GMT -6
We live in a historical period characterized by great overcrowding around the concept of just cause. Organizations in the non-profit world (commonly called not-for-profit) operate within a competitive market , just like companies in the for-profit world. Starting from the basic concept according to which "differentiation is the only way to survive in a highly competitive environment" , the need arises for NPOs to find a well-defined positioning on the market, communicating their identity and earning the trust of the relevant public . The concept of Social Marketing is born : specific communication strategies and techniques.
Many questions arise spontaneously around this topic. What DX Leads is it about exactly? How does it differ from the marketing that is generally used for the profit world? The expression “social marketing”, introduced in 1971 by Philip Kotler , refers to “the use of marketing strategies and techniques to influence a target group to accept, modify or abandon behavior voluntarily, in order to obtain an advantage for individuals or society as a whole". A bit like what happens in the for-profit world, a certain competition can also be felt between NPOs, which are now numerous and often very similar in their "good cause". However, each has its own specificities: this is why a social marketing strategy is necessary: it serves to create identity and positioning, communicating the mission in a clear, transparent and, above all, personalized way.
Better to ban spectacularizations, cruel images or words that are too cold or victimizing: an NPO must tell the reality of the places in which it operates, yes, but with delicacy. It must inform without upsetting, show without impressing, involve without "pressuring". To delve deeper into the topic of social marketing, we asked for help from Clara Castellucci, a freelancer who has been working in this particular sector for years. What is social marketing and how does it differ from marketing used in the profit world? Clara: “I believe that first of all we must distinguish between marketing and communication , even before between marketing for profit and non-profit.
Many questions arise spontaneously around this topic. What DX Leads is it about exactly? How does it differ from the marketing that is generally used for the profit world? The expression “social marketing”, introduced in 1971 by Philip Kotler , refers to “the use of marketing strategies and techniques to influence a target group to accept, modify or abandon behavior voluntarily, in order to obtain an advantage for individuals or society as a whole". A bit like what happens in the for-profit world, a certain competition can also be felt between NPOs, which are now numerous and often very similar in their "good cause". However, each has its own specificities: this is why a social marketing strategy is necessary: it serves to create identity and positioning, communicating the mission in a clear, transparent and, above all, personalized way.
Better to ban spectacularizations, cruel images or words that are too cold or victimizing: an NPO must tell the reality of the places in which it operates, yes, but with delicacy. It must inform without upsetting, show without impressing, involve without "pressuring". To delve deeper into the topic of social marketing, we asked for help from Clara Castellucci, a freelancer who has been working in this particular sector for years. What is social marketing and how does it differ from marketing used in the profit world? Clara: “I believe that first of all we must distinguish between marketing and communication , even before between marketing for profit and non-profit.