Marketing Strategy for a Nonprofit Organization

The purpose of this paper is to support the following three statements. SLLH needs to take in consideration the following aspects, to be able to design an effective marketing strategy for the years ahead.

1) Mobilization of the Latino business community to take a financial position in the sustainability of social and health needs
2) Develop commercial products upon current program-related products and services (workshops, intellectual property, fees for services like cultural-competence and youth violence prevention seminars, etc)
3) for long term growth, develop joint venture with corporate business community within the context of the organization values and mission.

“Marketing is an unfamiliar concept for many nonprofit organizations. It's important that these organizations understand that marketing is more than just the old sense of making a sale or obtaining a donation. Marketing is a way to satisfying the consumer and donor needs.”(1)
Marketing is a new world for many nonprofits. Actually, if noncommercial even confirms the need for marketing within the limits of their organization, it is frequently noticed as necessary evil rather than invaluable tool for moving organization forward. Many people think of marketing only as sale and advertising. And it is no wonder: each day we are “bombarded” with television commercial broadcasts, newspaper announcements, campaigns of sale of the goods by mail, and commercial inquiries. Though they are important, selling and advertising are only two of many functions of marketing.

”Today, marketing must be understood not in the old sense of making a sale or obtaining a donation, but in the new sense of satisfying consumer and donor needs. If the marketer does a good job of understanding consumer needs, develops products or services that provide superior value, and prices, distributes, and promotes them effectively, these products will "sell" very easily. Thus, selling and advertising are only part of a larger "marketing mix" ‚ a set of marketing tools that work together to affect the marketplace.”
Marketing should not be confusing or complex. And it not only for sale of a product of the consumer. It is not roundabout manipulation or render pressure on the charge. And it need not, in any way, compromise your ethics, services, cause, or your budget. The marketing is necessary to help nonprofits to advance their values, to carry out their missions, and to develop the increased resources to address a wide range of compulsion of the enterprises.
“Marketing can help you and your organization:
• define your unique niche in the marketplace and ensure that you posses the right services to meet the needs of your donors and consumers;
• reach the audiences you want with a message that motivates people to respond;
• decide what you want, go after it, and become a more prosperous organization with increased resources to carry out its mission;
• stand out from the crowd and attract the kind of attention, support and enthusiasm you need and deserve;
• have a greater impact on the social welfare and agenda in your community and beyond.
Marketing Strategy and the Strategic Planning Process
There is a great deal of overlap between overall organizational strategy and marketing strategy. Marketing tools look at consumer needs and the organization's ability to satisfy them; these same factors guide the organization's overall mission and objectives.” (2)
The marketing plays a key role in strategic planning of the organization in several ways. At first, the marketing is provided philosophy of a management ‚ with the concept of marketing, which offers your organizational strategy should revolve around serving the needs of your important groups, i.e. consumers or donors. The marketing plays a key role in strategic planning of the organization in several ways. At first, the marketing is provided philosophy of a management ‚ with the concept of marketing, which offers that your organizational strategy was replaced around of service of \requirements of important groups, that is consumers or donors. Secondly, the marketing provides inputs to the strategic schedulers, helping to identify attractive opportunities among those groups and, estimating potential of your organization to take advantage of them. At last, within the limits of individual branches of organization the marketing projects strategy for achievement of the purposes of branch. As soon as the purposes of branch are established, the task of marketing is to execute them effectively and cost effectively.

“Salud Latina/Latino Health (SLLH) is a non-profit organization dedicated to supporting organizational development, training administrators, and disseminating culturally competent models of intervention and resource development.
Salud Latina offers training and technical assistance to service providers and administrators, health departments, planning committees, community based organizations, and faith based organizations with the purpose of establishing appropriate intervention and prevention treatments and services that are culturally competent and in response to a variety of physical and social conditions that commonly affect Latinos in the United States.
Salud Latina/Latino Health receives grants and funding from public offices like the Illinois Department of Public Health, the Office of Minority Health, and other private sectors. As a result of our funding, we are capable of providing our services free of charge to all organizations that meet the criteria clearly defined in our grants. Generally, we provide free services to any non-profit or charitable organization that is either located in a Latino neighborhood, or that has Latinos participating in the congregation membership.” (3)
1) Mobilization of the Latino business community to take a financial position in the sustainability of social and health needs.
“Community mobilization is the use of capacity to bring about change by joining together the strengths of the community into an action plan. “Community mobilization is based on the belief that when a community is mobilized to address and solve its own problems, more efficient and effective results will materialize than could be achieved by any other means” (Hastings, 2001). The anticipated goal is for a safe and healthy community with “buy in” from all community members. With respect to youth, such problems can include youth violence, substance abuse, eating disorders, or even youth suicide, which was the catalyst for the real-life example. Several key components are required for effective community mobilization to occur. These include creating a shared vision, a common understanding of the problem, leadership, and establishing collaborative partnerships, increased community participation and sustainability.

Engaging the Business Community
Many people in the business communities are also considered to be community leaders. Historically however, their skills and knowledge may have only been tapped into regarding youth mental health issues if a fundraising campaign were being considered. Many companies report that they receive countless requests for financial contributions from various youth-serving agencies. Community-based partnerships with business must be about more than money. They must be about relationships between the key players and the creation of a shared vision. “In community-based partnerships, the community is actively involved in all aspects of the process including identifying needs and making decisions” (HRDC, 2000). With community capacity building, an emphasis is placed on grassroots leadership development. It is not as difficult as one might think to engage the business community in a shared vision in youth mental health promotion. What becomes a challenge is finding a common language to understand mental health concerns. This does not simply imply the words to use, but the attitudes as well. In the community of West Carlton, attitudes about youth mental health issues had to change at many levels in order to build capacity and encourage mobilization. There was evidence at the onset of capacity building that youth, parents and the community at large believed that it was just a matter of the professionals “fixing this.” Ironically, this sentiment also prevailed within the business community. Community capacity building required that this belief be challenged. Business community members need to see that within their groups are the capacities that go well beyond fund raising. They are also “experts” in their community and thus are viewed as having a powerful voice in guiding youth mental health promotion activities. In West Carleton, the Brady Burnette Teen Assistance Fund members evolved into an advisory committee for both the development and implementation of an action plan and for evaluation of this plan. Many teachable moments in capacity building and the subsequent mobilization would have been lost had this partnership been simply about money. The membership of the committee went beyond the original five businessmen to include the Community Resource Centre, community representatives, parents and youth. In other words, it mirrored the many partnerships that were forged as the community began to mobilize. Clear goals and objectives were set related to both fund raising activities and youth mental health promotion activities. The business group also now had key linkages with the school and the youth service agencies. The community capacity building and mobilization were now being synthesized into a definitive action plan.” (4)

The companies that sponsor the Medical Design Excellence Awards (MDEA) program understand the importance of innovation in medical products. “As sponsors of the MDEA, they have confirmed their commitment to this industry with their participation in the program. The organizers thank them for their contributions, which help to make this awards program possible. For example, AVAIL MEDICAL PRODUCTS INC. is an outsource services provider for single-use medical devices, offering product design and process development with turnkey manufacturing.
Capabilities include seamless transition from product concept to manufacturing, clean room assembly, plant consolidation and transfer, and distribution services. More than 3500 people are employed in facilities throughout the United States, Mexico, Europe, and China.” (5)
Another good example which supports the idea of sponsoring is Medical Developmental Group
“MedDev Group encourages companies interested in wider exposure to the medical device community to become sponsors, either for a month or for the year.
Benefits of one month sponsorship (cost: $200)
• Official thanks and recognition by Master of Ceremonies at each event
• Opportunity to present your company in an "elevator pitch” format at each event
• Hand out collateral materials on your company at each event
• Company name, logo, and link on the Announcement web page
• Company name and logo on all print materials distributed
• Two complimentary admissions to each meeting
o Forum at Silicon Valley Bank Bldg. (10/year)
o Networking at Pizzeria Uno or other venue (12/year)
o Other meetings that may be scheduled*
Benefits of full year sponsorship (cost: $1200)
• Official thanks and recognition by Master of Ceremonies at each event
• Present your company in an "elevator pitch” format at each event
• Hand out collateral materials on your company at each event
• Company name, logo, and link on MDG web Home page and Announcement page
• Company name and logo on all print materials and official letterhead
• Two complimentary admissions to each meeting
o Forum at Silicon Valley Bank Bldg. (10/year)
o Networking at Pizzeria Uno or other venue (12/year)
o Other meetings that may be scheduled*
• Excludes special admission events.” (7)
As we see from the example, the same can be done with Salud Latina/Latino Health.
2) Develop commercial products upon current program-related products and services (workshops, intellectual property, fees for services like cultural-competence and youth violence prevention seminars, etc)
Internal Medicine Residency Training Programs
The Department of Internal Medicine established the Writers’ Workshop in 2003 to create an opportunity for our trainees to enhance their powers of observation and to share these observations with their colleagues. Their aims were to provide an outlet for the creative energy among our housestaff, to increase empathy, and to help residents reflect on their experiences through learning the craft of writing. “The first workshop, directed by physician-writer Abraham Verghese, was attended by 14 residents. The workshop was followed by a Medical Grand Rounds entitled “What the Pen Teaches the Stethoscope” by Dr. Verghese as well as a public reading by the participants. The residents took the initiative of publishing their work in a new journal, “Capsules,” which was distributed to colleagues and faculty. Overall, the inaugural workshop was an unqualified success and energized us to continue this project as part of our training program.
In 2004 and 2005, Richard Selzer, one of the first contemporary physician-authors, and certainly one of the best known, led the workshop. “Capsules II” and “Capsules III” include revisions of pieces discussed during these workshops as well as several short pieces based on workshop writing exercises.” (8)
Workshops focus on the development of self-awareness and emotional guidance, resulting in deep and life-changing insights among our participants. “The opportunity to join with a group of people committed to their own growth and healing encourages what in physics is known as a synergistic relationship. In other words, within this authentic community, each individual's process benefits and is benefited by every other individual's process. What we accomplish together in group settings is so much greater than what we can achieve alone.” (9)
Looking at the following example, it is clear that the idea of educational programs is very necessary and in need among medical community.
“The Deeper Well: integrative medicine workshops continuing education for nurses and health care professionals
We are at a crossroads in the world health care journey. The nursing continuing educational choices we make now, both personally and professionally, can be creative forces inviting new archetypes to emerge as a blueprint for maintaining health and supporting the healing process. The Deeper Well workshops are specifically designed for nurses, but are also open to other health care professionals, including body workers, massage therapists, psychotherapists, and anyone wishing to deepen their healing practice while integrating holistic principles. Healing first comes from the wise wellspring within ourselves that we often ignore. KuKai, an 8th century Zen Master says, "Your hand moves and the fire's whirling takes on a different shape. All things change when we do."” (10)
“Comparative Medicine Professional Meetings/Workshops
Participants in the 2006 NCRR workshop, "Genetic Tools for Optimizing the use of Rhesus Macaques for Translational Research," recommended the further development of genetic tools for the rhesus macaque, including a Single Nucleotide Polymorphism (SNP) map. Grantees funded by the NCRR have identified SNPs that distinguish Chinese from Indian origin animals. The geographic origin of the animal has a major influence on the response to viral infection, for example, by the Simian Immunodeficiency Virus (SIV), an analog of the Human Immunodeficiency Virus (HIV) that causes AIDS. In addition, as part of the project to sequence the rhesus genome, scientists at the Human Genome Sequencing Center at the Baylor College of Medicine have identified several thousand SNPs from a subset of the rhesus genomic sequence. These preliminary studies will help define SNP frequencies in the rhesus and can be expanded to help develop a SNP map of sufficient resolution for translational research using this animal model.
Accordingly, the NCRR will convene a workshop, the aims of which will be to define: a) the implications and uses of animal-to-animal genetic variation, for example, as seen by differences in SNP frequencies or gene copy number differences; b) the resolution needed for a useful rhesus SNP map; c) the most cost-effective methods for identifying useful rhesus SNPs; and, d) the informatics resources needed. Participants will be scientists working on rhesus genetic analysis, investigators with experience in development of human and animal genetic tools, potential users of rhesus genetic tools, and NIH administrators.” (11)
These intensive weekend workshops, reserved for thirty-two participants apiece, offer rigorous skill-building in narrative competence. Participants learn effective techniques for attentive listening, adopting others' perspectives, accurate representation, and reflective reasoning. Plenary sessions focus on reconceptualizing empathy, narrative ethics, bearing witness, and illness narratives. Small group seminars offer first-hand experience in close reading, reflective writing, and autobiographical exercises. Participants receive a packet of readings prior to the conference that will include seminar articles in the field of narrative medicine by leading educators. The target audience is physicians and other health care professionals and scholars interested in narrative medicine.
“Participants :
■ develop the narrative competence to nourish empathic doctor-patient relationships
■ learn narrative communication strategies for patient-centered and life-framed practice
■ build habits of reflective practice that enhance professionalism and nurture clinical communities
■ acquire pedagogic skills to teach methods of narrative medicine
■ replace isolation with affiliation, cultivate enduring collegial alliances, and reveal meaning
in clinical practice” (12)
In recent years, globalization has forced a deeper appreciation of the relationship between intellectual property (IP) law and global health. The threat of an emergent avian bird flu pandemic led to calls for Roche to relax patent restrictions on oseltamivir, a drug with potential efficacy against bird influenza. In the context of the fall 2001 anthrax attacks, the US government faced pressure to break Bayer's patent on ciprofloxacin in order to increase availability of the drug. Such situations have generated intense debate over the value of patent protection amidst health crises.
“Nowhere have these debates been more intense than around the issue of global access to HIV treatment. Multinational pharmaceutical companies, World Trade Organization (WTO) members, US and European Union trade representatives, and health-care activists have clashed over provision of antiretroviral therapy (ART) to people living with AIDS in developing countries. The debate centers upon the value and role of patents obtained for HIV-related pharmaceutical products, drug-manufacturing techniques, and forms of drug delivery. These arguments have recently intensified amidst an increased US pursuit of bilateral, regional, and multilateral trade agreements—which include strong IP provisions—with low- and middle-income countries throughout the world.” (13)
Elba Montalvo
Executive Director, Committee for Hispanic Children and Families, Inc.
Elba Montalvo described characteristics of Latino culture, including level of acculturation and religious beliefs, that are important for health care providers to understand. She also offered a model for providing health care information to Latinos that stresses its integration with their everyday activities.
Latinos are a young and growing population, Ms. Montalvo said. By 2009, 40 million people of Latino descent will be living in the United States. The Latino community, like other groups, is not homogenous, but descends from 21 countries in which Spanish is the official language. Some of those countries have more European influence, some African, some Indian. Not all Latinos are from rural settings; many come from very large, very urban cities. In addition, there is a wide spectrum of religion among Latinos, from traditional spiritualism to Catholicism and Protestantism.
In working with Latinos, it is important that health care providers not generalize but understand the individual’s personal background and level of acculturation, as well as the different cultural traits and beliefs. For instance, many Puerto Ricans in New York City are second and third generation and have adopted American traits.
Ms. Montalvo described how her organization addressed the spread of AIDS by delivering information to the Mexican community in a collaborative effort with the Mexican consulate. Taking into consideration the fact that soccer is very important to Mexicans, health educators went to soccer fields and distributed information between games, after obtaining the permission of the president of the league and the coaches. Condoms bearing team names were dispersed, as well. To target the women, the approval of the men was first obtained, and a small feminine bag was used to distribute male and female condoms, a bottle of perfume, and information. The perfume was provided because, in traditional societies, the family comes first and women do not think about themselves, so it was to encourage them to think about taking care of themselves too.
This program is successful because it is designed around the population's culture, the services are delivered where the targeted population congregates, it involves face-to-face contact with providers who speak the same language with the same accent as the target audience, and information is provided in a friendly and non-threatening environment. (14)
V iolence prevention program
According to statistics compiled by the University of Illinois," Chicago Community Are Demographics"
1- Immense Latino population in Pilsen of over 40,000
2- Principal of Orozco Elementary CPS has documented the need to statr violence prevention programs among the students' and families
3- seventh graders seem to be at an age of transition with considerable aggression and turmoil
4- A significant percentage of students in the Pilsen neighborhood are living in a violent household or have experienced abusive behavior towards them

We want to help develop the following skills & traits in the participants of our group:
1- We want to develop ethnic pride by:
Exploring how we define our own identity
Highlighting the strengths of our cultural values
Identifying positive role models of our own culture
Sharing family storories about coming to the USA
2. We want to develop respect & tolerance
• Learning - the concept that we as individual should be able to accept things, without necessarily having to agree with them
• Naming specific ways in which we are similar and different & how individual perception determines whether a characteristic is seen as a difference or a commonality
• Discussing how commonalities are vital to achieving understanding and harmony
3. We want to develop awareness of adolescent natural development by:
• Discussing how youth physically change and develop during puberty
• Discussing the importance of taking care of yourself
• Discussing the development of character by being an individual by making your own choices
• Discussing the effect of alcohol and drugs on an adolescents developing brain
4. We want to develop knowledge of false male stereotypes and roles by:
• Discussing the origin of many stereotypes
• Comparing and contrasting general stereotypes to specific examples of individuals
• Defining what roles are and how they affect how youth believe they should act
5. We want to develop the skill to deal with peer pressure by
• Sharing our own experiences with peer pressure
• Illustrating the importance of being able to say no’
• Discussing and presenting effective methods of managing peer pressure
6. We want to develop self confidence by:
• Discussing and breaking down what self confidence mean
• Exploring the connection between self confidence and self control
• Identifying key reasons many youth feel compelled to demonstrate their machismo/masculinity to others rather than just being self confident about themselves
7. We want to develop anger management skills by:
• Identifying the difference between a preventer and a provoker in aggressive situations
• Evaluating how we as individuals deal with our own anger
• Learning proven techniques and strategies ‘to keep our anger at bay”
• Learning how to respond assertively rather than reacting hastily/inappropriately
8. We want to develop assertive communication skills by:
• Defining what assertive communication is
• Learn techniques to communicate effectively without giving the impression of being hostile
• Identifying the pros of being assertive
• Learning the difference between passive, assertive, and aggressive behaviors
9. We want to develop a clear understanding about gang life/gang involvement by:
• Identifying the effect the media has on our perception concerning gangs
• Having former gang members share their personal experiences with the program
• Discuss how gang involvement may affect our individual lives in the long run
• Identifying the pros and cons of being involved in a gang
• Sharing our personal goals for the future and examining where, if anywhere, gangs come in
By the end of the groups final session, our work will produce results by:
1. Diminishing the likelihood of intra-familiar conflicts
2. Improve ability to problem solve
3. Improve ability to control anger & aggression
4. Improve coping skills in terms of stress & frustration
5. Understand better the relationship with the opposite gender
6. Improve ability to communicate feelings in an assertive manner
7. Reduce the risk of gang involvement

The Success of the program will be measured not only by the evaluation of the program by both the parents and the students, but also by comparing the record of each student in terms of how many times they got in trouble the previous year to their record of this concluding school year. We hope to see a decline in the amount of instances that the students were reprimanded for misbehavior on an average.
3) For long term growth, develop joint venture with corporate business community within the context of the organization values and mission.
OUR mission is to enable local, regional and national organizations to promote and develop the growth of healthy Latino communities.
Such organization as the National Hispanic Medical Association shows a bright example of building joint venture with corporate business community.
“Established in 1994 in Washington, DC, the National Hispanic Medical Association is a non-profit association representing 36,000 licensed Hispanic physicians in the United States. The mission of the organization is to improve the health of Hispanics and other underserved populations. As a rapidly growing national resource based in the nation's capital, NHMA provides policymakers and health care providers with expert information and support in strengthening health service delivery to Hispanic communities across the nation.
The National Hispanic Medical Association has developed its unique programs to improve the health of all Hispanics. The initial set of programs have built a network of physicians and key contacts with a special emphasis on leadership development and networking with the national leaders of the U.S. Federal government and the private sector involved in health care policy.
The second focus of the programs of NHMA has documented critical information from Hispanic physicians who care for Hispanic patients -cultural competence information, language services information, strategies for Hispanics without insurance and to enhance quality of healthcare and model health care delivery programs.

The NHMA Annual Conference highlights key information to share with physicians, government and private sector representatives on how to improve the health of Hispanics.
The NHMA established its Foundation, the National Hispanic Health Foundation in 1994 to develop the arm that will create new partnerships to sponsor the NHMA programs as well as new future programs.” (17)
One of the most rewarding aspects of NCCED's Corporate Partnership Program is profiling models of successful joint ventures between community development corporations (CDC's) and business.

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16.http://obssr.od.nih.gov/Content/Research/Request_for_Applications_%28RFAs%29/Youth_violence.htm#topage
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