Keynote Presentation: Rethinking Non-profit and Social...
Transcript of Keynote Presentation: Rethinking Non-profit and Social...
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11-12 April 2011 Citywest Hotel, Dublin, Ireland
11-12 April 2011 Citywest Hotel, Dublin, Ireland
Keynote Presentation:Rethinking Non-profit and Social Marketing in the Marketing FirmamentProfessor Alan Andreasen
Professor of Marketing, Georgetown University (USA)
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Rethinking Social Marketing’s Place in the Marketing Firmament
Alan R. Andreasen
Georgetown University
What should be my role?
• I have had a long history in the field
• As an academic, I have long sought to provide conceptual underpinnings to social and nonprofit marketing teaching practice
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My view of myself
On Cloud 4
What is needed now . . .
Rethinking the place of nonprofit and social marketing in the minds of
academics, practitioners, and the media
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From its beginning, non-profit/social marketing has had its challenges as a field of study (as well as
practice)• In 1969-71, nonprofit
and social marketing was part of the “broadening movement” led by Northwestern University faculty:
• Philip Kotler• Sid Levy• Gerry Zaltman
• But marketing academics were threatened
January 2010 MARK 606
And we have had many other challenges since then
• Health education & promotion experts felt threatened
• Marketing academics considered it an interesting niche but no more
• Now we are confused with social network marketing
• 95% of applications are in health or environment
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But social and nonprofit marketing has grown and matured
• Multiple textbooks
• Papers, articles, Journals
• Listserves
• Associations (including AMA)
• Funding
• Conferences
• Private sector involvement
So what is needed?
• Expanding applications horizontally and upstream
• Building proof
• Getting more respect!
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My* challenge
• Reposition social and nonprofit marketing vs. commercial marketing
• Make an argument for this position
• Suggest major implications
*Marketing Professor in a major US business school
There is evidence that the marketing world view can be challenged
• Steve Vargo and Bob Lusch have shaken up conventional academic thinking about marketing which has been focused on product marketing (e.g. the 4Ps).
• Services were different and had different challenges
• They proposed a “service dominant view of marketing”
• It has had wide acceptance
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So, how do we reframe our field to accommodate commercial and social sectors?
• Historically, we have said that social marketing and non-profit marketing involves the application of commercial marketing concepts and tools to social challenges*
• That is: we are a spin-off.
*mea culpa
Commercial Marketing
Nonprofit marketing
Social marketing
And the commercial and academic worlds assume this
• For example, mainstream marketing textbooks typically devote a few pages to nonprofit and social marketing . They barely
– Acknowledge its existence
– Give a few examples
– Show clever campaigns
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And
• Major academics who develop marketing models and frameworks try to help commercial organizations maximize profits and ROI.
But a nonprofit marketer’s challenge is much more complex
• He or she must spend resources optimally to generate:– Sales (Goodwill)– Donations (Red Cross)– Volunteering (Habitat)– Corporate partnerships
(Boys & Girls Clubs) – Grants from government
agencies and foundations– Behaviors by upstream
partners who can remove barriers
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78
CustomersCitizens
Government
Foundations
Corporations
Nonprofit
Marketer
Volunteering
DonationsSales
Grants
GrantsPartnerships
Enablers
Facilitation
What is the commercial marketer’s challenge?
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80
Customers
Commercial
Marketer
Sales
A paradigm shift is needed!!
• They’ve got it backwards --- and so have the textbooks, the popular and academic press, and (probably) the general public)
Nonprofit marketing
Social marketing
Commercial marketing
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So, what are the implications?
1. We need to replace “customer” language
1. I propose “target audiences”
2. We need to encourage modelers to build grander optimization models that can have a sales element – but need not.
We need to promote academic and commercial research that spans sectors
• Study generic target audience behaviors
– Starting
– Stopping
– Switching
– Increasing
– Decreasing
– Stopping
– Not starting
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• 40 years ago Phil Kotler said”
“Every organization performs marketing
functions”
• Today, we need to:– Make our language more
universal
– Fundamentally change our textbooks
– Develop generalizations across sectors – e.g. about target audiences
– Create ethical frameworks and institutions for all marketing practice
And hold our head a little higher!!
• We need to develop a little arrogance
– Yes, we learn from commercial marketers
– But, they have even more to learn from us
– They have lots of money, lots of waste –we achieve with less
– They have one target; we can have six – more –not necessarily responding to the same marketing tactics
– We often cannot detect our effects (not smoking) or partial out who created the effects (e.g. who caused you to diet or exercises)
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This new way of viewing the marketing field . . .
• Has great promise for making us all smarter and better
• Can change a great many people’s views of who we are and what we do– Commercial marketers
– Politicians and government bureaucrats
– The general publics
Your takeaway . . .
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11-12 April 2011 Citywest Hotel, Dublin, Ireland
Questions
Please wait for the microphone and state your name and
organisation before asking your question