social marketing is the practice of utilizing the
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SOCIAL MARKETING
SOCIAL MARKETING IS THE PRACTICE OF UTILIZING THE PHILOSOPHY, TOOLS, AND PRACTICES OF COMMERCIAL MARKETING FOR HEALTH AND/OR SOCIAL PROGRAMS
SOCIAL MARKETING BASICS
Must be client/consumer/audience centered-so need to know them in order to target
Same as commercial marketing except goal is not revenue/profit
Focus on enhancing perceived benefits & reducing perceived barriers. Actions will only occur if perceived benefits > perceived costs
Manage the P’s Measure results
NGOs are typically value-based
organizations which depend, in whole or in part, on donations and voluntary services
Terminology
NGOs are also known by following alternate
names/terms:
NPO: Not-For-Profit Organization
CSO: Civil society Organization
UNIQUE CHARACTERS OF NGOS
NGOs and NPOs have a formal organizational structure.
NOGs and NPOs are non-government entities,
NGOs and NPOs are categorized as non-profit distributing entities
NGOs and NPOs are self-governed, and must have the capability to manage themselves internally
they work for the public good, supporting the interests of the general public
There are different NGOs which cover a defined territory or the state. They, thus, also cover a defined area of working such as:
• Advocate/Campaigning• Life Skills development• Promotion of Economic alternatives• HIV/ADIS/ Health Awareness• Community Outreach• Legal Aid/Crisis Intervention• Community Mobilization and Collectivization• Integrated Water Resource Management• Child Labour abolition• Rural Transformation through Self Help and
Empowerment and Micro finance.
TYPES OF NON-PROFIT ORGANIZATIONS
The different types of non-profit organization include:
i. Private educational institutions like private universities, college, and schools.
ii. Charities.
iii. Social service organizations
iv. Health service organizations like Sri Venkateshwara institute of Medical Sciences.
v. Foundations
vi. Cultural organizations
vii. Religious organizations like Tirumala-Tirupati Devasthanams andShirdi Dai Samsthanams.
viii. Social organizations
An NGO may play more than one role in society, with reference to advocacy, grassroots implementation or opinion-making, etc. Following are the types of NGOs based on their roles and areas of working:1.Advocacy for a cause2.Grassroot implementation3.Mother NGOs4.Corporate NGOs5.Opinion-makers6.Global
TYPES OF NGOs: EXAMPLES – GLOBAL AND INDIAN (Contd..)
Types Examples Focus Areas
Corporate NGOs Bill and Melinda Gates Foundation
Promotes greater equity in global health, education, public libraries, and support at risk families
Infosys Foundation Works in the areas of healtchcare, education, social rehabilitation and the arts.
Azim Premiji Foundation Capacity building, universalization of elementary Education, sustainable partnerships with individuals, community at large, government and other organizations
Byrraju Foundation Rural transformation
Opinion Makers Greenpeace Environment
Blue Corss Animal Protection
Global UNICEF Works for children’s rights, their survival, development and protection
Red cross Disaster services, health and safety services
Source: Compiled from different source.
TYPES OF NGOS: EXAMPLES – GLOBAL AND INDIAN
Types Examples Focus Areas
Advocacy of chosen cause
Geenpeace Environment
Narmada Bachao Andolan Rehabitation of displaced people due to Sardar Sarovar Dam
Chipko Environment and deforestation
Asha Kiran Domestic servants
THPI Rehabilitation of challenged people
Grassroot MV Foundation Child labour
MS Swaminathan Research Foundation Livelihood generation
THPI Education
CapNet Water resource management
SWEA Women SHGs
Mother NGOs Bihar Voluntary Health Association, bihar Health
Social Action for social Development, Hyderabad
Social Arena
Center for Labour Education and social research, Bilaspur
Education
Indian Association of Women, and Chief Relief, Lucknow
Women and Children
TYPES OF NGOs: EXAMPLES – GLOBAL AND INDIAN (Contd..)
Types Examples Focus Areas
Corporate NGOs Bill and Melinda Gates Foundation
Promotes greater equity in global health, education, public libraries, and support at risk families
Infosys Foundation Works in the areas of healtchcare, education, social rehabilitation and the arts.
Azim Premiji Foundation Capacity building, universalization of elementary Education, sustainable partnerships with individuals, community at large, government and other organizations
Byrraju Foundation Rural transformation
Opinion Makers Greenpeace Environment
Blue Corss Animal Protection
Global UNICEF Works for children’s rights, their survival, development and protection
Red cross Disaster services, health and safety services
Source: Compiled from different source.
TABLE: ADVOCACY METHODS FOR NGOS
Networking One of the great strengths of NGOs lies in their strong networking skills. It enables those without much money to share their voices and exert strength in numbers.
Conferences Conferences have been a powerful advocacy method for NGOs, enabling groups to share their voices, make contacts and influence public policy.
Protests Protests now accompany most world political and economic forums. Over the past few years, protesters have targeted almost every forum or summit calling attention to the undemocratic decision-making and pressing for change and global justice.
Source: http://www.globalpolicy.org/ngos/role/index2.htm
CATEGORIES OF NON-PROFIT ORGANISTIONS
Non-profit organizations can be basically classified into two groups viz.,
(i) private non-profit organizations,
(ii) public non-profit organizations.
DIFFERENCE BETWEEN PROFIT AND NON-PROFIT / PRIVATE ORGANIZATION
Profit Organization Non-profit / Private Organization
Ownership Private Private
Funding Sales revenue Membership fee, contributions from public and / or private sources, sale of products or services
Types Single proprietorship, partnership, corporation
Floated by members
Activities Production and / or Marketing of goods and or services
Educational, charitable, social service, Health service, foundation, cultural, religious, and recreational
Main objective Profit maximization Service maximization
SIGNIFICANT DIFFERENCE BETWEEN BUSINESS AND PUBLIC (GOVERNMENT) ORGANISATIONS
Business Public Non-Profit Organisation
Main Objective Profit Public service
Economic Objectives Profit required bankruptcy possible
No profit required bankruptcy unlikely
Structure Frequently decentralized into profit centers
Usually a centralized bureaucracy
Accountable to Shareholders Representative of the people
Control of Strategy Management Representatives of the people
Scope of Activity Unlimited, no monopoly Limited, State monopoly
Major Sources of Funds Shareholder, banks, financial companies
Government Taxation
What are the fundamental differences between managing an NGO and a company
What are the challenges in both, and how do you overcome them?
8 P’S OF SOCIAL MARKETING
Product Price Place Promotion Public Partnership Policy Purse Strings
Can corporate principles be replicated at an NGO?
STEPS FOR DESIGNING A SOCIAL MARKETING CAMPAIGN
Step 1- Need assessment of consumers Step 2- Consumer Research Step 3-Audience Segmentation Step 4- Social Marketing Mix Step 5- Develop and Pre-test ur material Step6-Implementation Step 7-Evaluation Step 8-Feedback
PRODUCT
The social marketing "product" is not necessarily a physical offering. A continuum of products exists, ranging from tangible, physical products (e.g., condoms), to services (e.g., medical exams), practices (e.g., breastfeeding, ORT or eating a heart-healthy diet) and finally, more intangible ideas (e.g., environmental protection). In order to have a viable product, people must first perceive that they have a genuine problem, and that the product offering is a good solution for that problem. The role of research here is to discover the consumers' perceptions of the problem and the product, and to determine how important they feel it is to take action against the problem.
PRICE
"Price" refers to what the consumer must do in order to obtain the social marketing product. This cost may be monetary, or it may instead require the consumer to give up intangibles, such as time or effort, or to risk embarrassment and disapproval. If the costs outweigh the benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted. However, if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater.
PLACE
"Place" describes the way that the product reaches the consumer. For a tangible product, this refers to the distribution system--including the warehouse, trucks, sales force, retail outlets where it is sold, or places where it is given out for free. For an intangible product, place is less clear-cut, but refers to decisions about the channels through which consumers are reached with information or training. This may include doctors' offices, shopping malls, mass media vehicles or in-home demonstrations. Another element of place is deciding how to ensure accessibility of the offering and quality of the service delivery. By determining the activities and habits of the target audience, as well as their experience and satisfaction with the existing delivery system, researchers can pinpoint the most ideal means of distribution for the offering
PROMOTION
Finally, the last "P" is promotion. Because of its visibility, this element is often mistakenly thought of as comprising the whole of social marketing. However, as can be seen by the previous discussion, it is only one piece. Promotion consists of the integrated use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles
PUBLIC
Social marketers often have many different audiences that their program has to address in order to be successful. "Publics" refers to both the external and internal groups involved in the program. External publics include the target audience, secondary audiences, policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program.
PARTNERSHIP
Social and health issues are often so complex that one agency can't make a dent by itself. You need to team up with other organizations in the community to really be effective. You need to figure out which organizations have similar goals to yours--not necessarily the same goals--and identify ways you can work together.
POLICY
Social marketing programs can do well in motivating individual behavior change, but that is difficult to sustain unless the environment they're in supports that change for the long run. Often, policy change is needed, and media advocacy programs can be an effective complement to a social marketing program.
PURSE STRINGS
Most organizations that develop social marketing programs operate through funds provided by sources such as foundations, governmental grants or donations. This adds another dimension to the strategy development-namely, where will you get the money to create your program?
SOME MAJOR NGOsSelf Employed women’s Association (SEWA), Ahmedabad, Gujarat.Society for Participatory Research in Asia (PRIA), New Delhi.Church’s auxiliary for social Action (CASA), New DelhiSAHELI, New Delhi.NIRANTAR, New DelhiVoluntary Action Network, India (VANI, New DelhiANKUR, New DelhiPeople’s rural Education Movement (PREM), Mandiapally, OrissaLOK SHAKTI, Balasore, OrissaUNNATI, Ahmedabad, GujaratSociety for Promotion of Area Resource Centre (SPARC), BombayPREPARE, MadrasASMITA (Resource Centre for Women), HyderabadChild In Need Institute (CINI), Calcutta
Their primary purpose is to defend or promote a specific cause. As opposed to operational project management, these organizations typically try to raise awareness, acceptance and knowledge by lobbying, press work and activist events.
The Mother NGO scheme was introduced by the Department of Family Welfare in the Ninth Five Year Plan (1997-2002) under the Reproductive and Child Health Program. Under this scheme, the Department of FW identified and sanctioned grants to selected NGOs called Mother NGOs (MNGOs) in allocated district/s. These MNGOs, in turn, issued grants to smaller NGOs, called Field NGOs (FNGOs), in the allocated district/s. The grants were to be used for promoting the goals/objective as outlined in the Reproductive and Child Health Programme of the union government.
The major thrust of the MNGOs and FNGOs is in the area of advocacy and awareness generation in respect of the RCH programme, with due emphasis on gender, while aiming to augment institutional capacity at the field levels. They also play a crucial role in addressing the gaps in information and counseling.