The Australian Marketing Institute has introduced a free ‘Marketing for Good’ toolkit, providing those working in marketing in the not-for-profit sector with skills it believes will increase their success.
This Institute initiative has grown out of University of Wollongong research into not-for-profit marketing across the United States, the UK and Australia showing that with less formal training, not-for-profit marketers often tend to be organisation-centred rather than adopting a strategic, customer-centric approach.
Institute CEO Mark Crowe said: “According to the study, instead of embracing proven marketing concepts and beginning their marketing process by investigating customer needs and wants, the mindset of not-for-profit organisations tends towards a false belief that their product is needed by the market.
“Consequently, many are far from reaching their potential, and despite generally lower budgets than in the commercial sector there is significant opportunity for improvement through the adoption of professional marketing know-how that the AMI is happy to commit to providing.”
As well as those looking for some external guidance or support, the practical AMI ‘how to’ tool kit is aimed at not-for-profit marketers who are new to the industry and those who have limited marketing experience or who do not have formal training in marketing.
Tara Anderson, Baptcare General Manager Marketing and Communications, has acted as founder and coordinator of the Marketing for Good project. “Free to those it can help, the kit is designed to provide practical guidelines for conducting strategic and customer-centred marketing programs in a not-for-profit context,” she said.
“It provides step-by-step reference points for basic marketing decisions in four key areas of a strategic marketing program: marketing strategy, market research, campaign implementation and execution, and marketing metrics and measurement. It isn’t designed as a substitute for other formal marketing training or qualifications, but will provide general guidance and highlight where different considerations and approaches may be required for not-for-profit marketers to be successful.
“At the end of the day that means benefits to the not-for-profit organisation concerned, those it serves, and the broader community and the environment we all share.”