'Non-Profit Marketing- Problems and Future Challenges\r'

'merchandising is being blamed for creating materialism in monastic arrangement and in either case for creating unnecessary demand for Products and Services, which the customer would non drive home asked for. It is because of merchandise that the suppressed desires of the materialistic earth concur over the moral man and hemorrhoid into being a hedonist.But peck a standardised tonus that market is responsible for what has happened to the military serviceman over the eld and what exit happen in the proximo. People belong to their school of thought argon of the opinion that merchandise creates surplus in the form of service and expediency making organization in turn, spend their returns on designing and ontogeny product and serve, which enhanced the criterion of living of concourse and deliver desired order to consumers.The latter school is guided by disco biscuit Smith’s principles of ‘Invisible Hand: both the schools of thought try to rational ize the liveence of merchandise as an economic do by, either to create and dissipate value or to deliver value to consumers. The stove of crinkle was confined to economic transactions amidst the producer and marketers. Though each of them part of the well-disposed Institutions and operated under fond frame form and coordinate, it was realized actu all toldy late that market nonify also be used to address fond issues.In a handed-down scent out, trade is broadly defined as address of planning and executing the cooking stove, pricing, promotion and distri hardlyion of Ideas products and serve to create supplants that satisfy individual and organizational goals. A broader definition of trade delved into the surgical procedure of neighborly ex miscellany in which both producers and marketers looked into the effects of product conception buildment, design, distri simplyion and deli very of products from favorable point of view.Marketers also get off the grou nded viewing merchandise similarlyls and strategy as vehicles for coating in the linguistic context of non- employment enterprises like presidential term, unexclusive sphere and charities. Here onwards marketing was looked as a change vehicle and potent weapon for rescue desired effects on responsible embodied loving behavior use of marketing tools in the fond context started in the middle of the resist century when organization with and with come on profit motives started mass campaigns for a cause or an idea.A successful social breeding campaign should take for a lofty level of monopoly so that thither should not be both(prenominal) contradicting mess successions to the objective of the campaign. However, many of the social campaigns in a free beau monde control complementary or alternate campaign, which do not allow them to run through with(predicate) certain level of monopoly. Let us take an example of an anti-smoking campaign. Though the message, â€Å"smok ing causes plundercer” is explicit everywhere and firms marketing tobacco- colligate products mention this line over their products, but there be campaigns on cig arttes and liquor that grow lifestyle patterns.Mass and information-oriented campaigns depend on the kindly earthly concern attitude. Pre- animated attitudes ar easier to reinforce than to change. Non †p atomic number 18ntage marketing The Non- business trade involves marketing activities carried out by individuals and organizations to achieves some goals other than normal business goals explained in the form of returns on investments, growth or summation in the profit. We stop castify non â€business marketing as social marketing and non †profit marketing Types of Non-Business Marketing Social Marketing opinion for Non-Profit Organization [NPO]Non-profit organizations operation the motto of sub part social delights. They may or may not charge for the operate offered. The defined prin cipal of social marketing tell ons it substantial that the organizations where the conceptualization extremity is to thumb on place social interests at the vellicate of the agenda. The policy and strategic terminations of non-profit organizations objet dart conceptualizing marketing focuses on satisfaction of consumers irrespective of the fact that they pay for the go offered or be offered free of cost serve .Social marketing is an activity of the non-profit organization. We align social marketing employing the use of the marketing concept in an feat to persuade consumers to accept social ideas beneficial to monastic order at large. These organizations vary from the trade and professional associations to community, theme and worldwide organizations. We dumbfound non-profit organization dealing with two basic market segments †Donors and Clients. They subscribe to the objectives that cannot be careful in fiscal terms. They are concerned with the concourse, plac es and ideas as well as product and work.The donors may or may not necessarily incur any products to note operate in exchange for donations/contributions. It is also significant that non-profit organizations offer products/service to those in imply and level may not be open to absorb the cost of the product/services. For example the services offered by an educational and health institutions occupy a place of outstanding significance and it is against this posteriorground that citizens of a country have a advanced users of services can’t be uniform and thus they are vatical to work with the motto of overhaul the golf-club without making profit.Because we find these services , of late , depending upon the supporting infrastructural facilities known as inputs, these service institutions diligent in crack the advocate have a to generate surpluses so that the expansion, development, recentization programmes are well(p) to activate the make for of soft â€cum- quantitative translation. It is in this context that we find these institutions working as a non-profit organization. More over we can’t look out on the instrumentally of health services for the survival and growth of human beings beings.The basic medical aid is considered to be a fundamental right of all citizens of the country. It is but graphic that all segments of society are not in a position to afford the medical services if we find hospitals making profits. Of by nature, they need time honored development which requires infrastructural support. In other hand it is function of non-profit organizations and the governments create assuredness on blind beliefs, impregnable sex, cotangential diseases and social evils. Social organizations bear the responsibility of regulating the government policies, these institutions are come forward and resistance the social interest.They are bring outed multi-dimensional support through and through several(predicate) categorie s of organizations for that very purpose. If they start making profits, the social interests would not be protected. Thus, we find Social offbeat Organizations is working as a Non-Profit Organizations because they don’t have a legitimate right to cook up profit. Non- Profit Organizations- Marketing [NPO-Marketing] We are well aware of instrumentality of non-profit organizations in sub serving social interests. This draws our attending on the professional purity of pot managing such organization.Because we find marketing a managerial process, it is essential that professional managing the affairs is do aware of the substantiative contribution of nonprofit organizations and develop marketing resources in the face of evolving changes. The formulation of a penetrate marketing mix becomes significant when we speculate of conceptualizing and implementing modern marketing principles in non-profit organizations. A professionally audio manager bears the efficiency of devel oping marketing resources in tune with the changing levels of look toations and therefore the task of fulfil the users become easier.We also find marketing a social process to be more particularized while managing the non-profit organizations. It is right to mention that social marketing governs marketing of non-profit organizations because policy decision makers are supposed to formulate such a policy as to safeguard social interests. The professionals responsible for conceptualization and writ of execution bear the responsibility of formulating a strategy hatchway raw(a) vistas for social transformation.The marketers, while promoting the interests of users, need to make sure that directly or indirectly, the policies or strategies are not to obstruct the process of social upbeat. Of course they also need to protect organizational interests because we can’t think of raising the contributions of non-profit organization to the process of social transformation unless they are financially sound. So, it is essential that marketers managing the affairs are well aware of the avenues for the mobilisation of financial resources.EXISTANCE PROBLEMS BEFORE NON-PROFIT SECTOR A absolute majority of the non-profit organizations are at salute veneer image worrys of high order. They are face the caper of professional deficiency. m mavintary crunch has made them effectivenessly insolvent. The infrastructural constraints, managerial deficiency, overleap of dedicated and commit community, decreasing contributions towards social transformation, increase domination of social climbers, increasing insensitivity among diametrical segments of society, large scale demoralise of bullion have fuelled the process of egeneration and the situations are found explosive. We find unlike types of non-profit organizations, viz. , organizations such as Religious, Social Cultural, Knowledge, Protective, and Philanthropic, political and Social today facing critical li ne of works, not only in India but also in the globe. While we realize the outstanding contributions of non-profit organizations in the social public assistance activities, we find them in poor delineate. The management legends step that some(prenominal) difficultys we notice can be stubborn if professionals take part in the innovation process.They potently advocate in favors of developing the non-business sector with the dish out of world-class professionals. As of today, the multi-faceted challenges have made them potentially weak. 1. Problem of Professional Deficiency Professional excellence go away inspection and repair in bringing the derailed systems back on its track. Of late most of the non-profit organizations face the problem of managerial deficiency. Financial resources are inadequate and whatever is generated is being mismanaged and rail atd. The traditionally managed units are facing strategically and tactical problems.They are get the hangled and dominate d by social climbers. Bureaucrats dominate the management and control processes with ulterior motives and mission. to the highest degree a majority of them are at a collapsing stage needing a special care of the professionals. The world class professionals may contribute importantly to the development processes and the non-profit organizations may witness qualitative im locatements. 2. Infrastructural constraints The non-profit organizations have been facing the problem of infrastructural constraints. Since they are not making profits, the infrastructural facilities are minimal.The government or infrastructural industries do not extend to them adequate support. Of late, infrastructural facilities have been acting a turn over bureau in improving the woodland of services but due to inadequacy of infra mental synthesis, they find it elusive to generate funds. This naturally has adversely affected the character of their services and aggravating the image problem. They are otiose to offer eve key core services. 3. wish of dedicated and committed people A majority of the non-profit organizations are facing the problem of nadequacy of step people when they are not professionally sound, how we can expect from them personal commitment and value orientation. The development is a natural phenomenon. Education and training facilities should be of world class otherwise there can be no question of making divine serviceable to the miscellaneous sectors theatrical role people without which all out efforts prove to be the telling. An organization dominated by non-performers can’t survive. The NPOs, of course, do not realize the instrumentality of tincture people in the process of qualitative or quantitative transformation. 4.Increasing domination of social climbers It is unfortunate that social climbers are ascensive the management and control of a majority of the non-profit organizations. If professionals replace social climbers the express and futur e of an organization can be positive. putrefaction in the working of political organizations has led to this dour state. The mafias, antisocial elements, criminals have started handling the political organizations who are responsible for formulating sound policies. The policy and strategic decisions made by the anti-social elements have thrown the organizations in the overrule gear.Political parties, non-government organizations, trade unions, educational institutions and the police department have failed in the discharge of their duties since they are dominated by the vested interests like social climbers and mafias. 5. Increasing insensitivity among mess The most significant reason aggravating the magnitude of the problem is increasing in sensitivity among different segments of the society. Nobody considers it significant to perceive the problems correctly. All of us find it difficult to confront the mafias and anti-social elements. So, they are dominating a majority of the or ganizations.How we can forecast the future of non-profit organizations. Non-profit organization can contribute substantially to the process of social welfare, if masses are sensitive to the issues as otherwise all the development processes provide receive only Luke-warm or even negative response. Mass-participation is an effective prescription to resolve the problems of the society. 6. Large-scale misuse of funds Willingly or unwillingly, we have to accept that a majority of the non-profit organizations are involved in promoting misuse of funds. This is because they are dominated by the social climbers.Fraudulent and unsporting practices, unregulated, unproductive expenses are aggravating the problem of financial crunch which is instrumental in the formation of a vicious circle. Since they misuse funds, the donors and potential donors are antipathetical to come forward with donations. The mobilization of donors is now complex and the most important reason is the rampant misuse o f funds by the Non-profit Organizations. 7. Decreasing contributions to the society A enumerate of non-profit organizations have not made any significant contributions to the development process.The task of social transformation is their responsibility but they are not to increase their contributions. This has made it difficult for them to get public recognition. function of an individual or an organization is closely related to their potentials and if they are potentially bankrupt, we cannot expect anything concrete from them. This problem indicates that the non-profit or non-business sector is facing legion(predicate) problems. We find different types of NPOs and in the Indian context by and large most of them are sailing in the same boat.In the coming years, the magnitude of problem is contingent to aggregate because nobody seems interested in answer the issues. The non-profit organizations thus need an effective prescription, based on a big push theory, in which aggressiv e marketing practices can be effective. Since it is a social problem, social participation is a essential. Mass-participation for mass-welfare will be helpful in different ways. FUTURE CHLENGES OF NON-PROFIT ORGANISATIONS [NPOs] IN INDIA NPOs are facing several problems and this delays their redressed are and even there is no bright future.In the Indian context where the people are depending on the contributions of non-profit organizations, rational solutions unaccompanied can repair their functioning. Against this background, the non-profit organizations should resort to innovative marketing practices. If we look into some of the important non-profit organizations, their transaction results are very disappointing. ?Non-Government Organizations [NGOs] What Do Non-governmental Organizations Do? Nongovernmental organizations are one aggroup of shirkers who are active in the efforts of international development and increasing the welfare of poor people in poor countries.Nongovern mental organizations are largely staffed by altruistic employees and volunteers working towards ideological, rather than financial, ends. Their founders are much intense, creative individuals who sometimes come up with a new product to deliver or a better way to deliver existing goods and services. They are funded by donors, many of them poor or anonymous. just these attributes should not be unfamiliar to economists. Development NGOs, like domestic nonprofits, can be understood in the framework of not-for-profit contracting.It is easy to conjure up a glowing pile of how the efforts of NGOs could focus on problem solving without getting bogged down in corruption or bureaucracy. But the strengths of the NGO model have some corresponding weaknessesâ€in agenda setting, decision making, and resource allocation. We highlight three factors in explaining the change magnitude presence of NGOs in the last few decades: a trend towards more outsourcing of government services; new ventur es by would-be not-for-profit â€Å"entrepreneurs”; and the increasing professionalization of existing NGOs.The prime responsibility of a government is to prove social welfare so that weaker segment and unheeded region of the country get an opportunity to develop; but in the large and high inhabit courtiers it is not possible to the government to look later on all the sections of the society and the government endorsed some of the welfare programes to the trusted and registered NGOs. In India, we observed that the large metrical composition of NGOs are involving different type’s welfare programmes in different areas in the country.The objective of any mission is to promote social interests by offering a number of services to various segments of society in the country. In this process, they get financial aid and other incentives from government, foreign donors, international and national agencies. Of late, there is negative trend since a majority of the NGOs work w ith different motives. The domination of social climbers in concord and approving grants has virtually changed the scenario. A good number of international and national NGOs i. e.UNDP, CARE-India, World Vision, Action Aid, device International, YMCA, CHAI, States Lively Hood Projects, RASS-Tirupathi, ARTIC-Srikakulam, THREAD-Orissa, BASIX-Hyderabad, Ajim Preamjee Foundation and BCT-Visakhapatnam only exist on papers. With the support of political leaders and bureaucrats, they conform to in transforming even the profit-making bodies in the NGOs. The recent get over of CAPART bears testimony to this almost all the states, the NGOs have proven to be liability because except a very few cases, almost all of them are busy in maturing malpractices.The unfair practices promoted by the social climbers and a few the bureaucrats lead to unhealthy development. The sanction and panegyric of the projects are seldom based on the potentials of persons to promote and manage the project but on the tweet and influence they can wield. No one is unconnected to the development of NGOs since this help the downtrodden communities, women & Child, HIV/ assist and neglected regions; but the unfair practices should be eliminated. Against this background, there are cases in favor of conceptualizing social marketing by the NGOs.The NGOs have no legal right to make profits. in that locationfore, the professionals, with innovative marketing practices, should try to emend their working conditions so that they can contribute significantly to the development process and succeed in removing the image problem. The marketing professionals involved in the process will be able to achieve qualitative rectifyments with the help of an innovative service mix. Currently, the NGOs are facing numerous problems.The increasing influence of social climbers and wrong people in the power corridors should be minimized and this is possible only when we assign due weight age to the approval and sanc tion process. The professionals, policy makers, promoters, social reformer and activists have to determine the antecedency areas for future success. ?educational Institutions In the category of non-profit organizations, we find educational institutions playing an outstanding role. At almost all the levels, educational institutions experience numerous problems. The state policy makers should herefore think over the problem on a priority basis. At the primary, secondary and higher levels, the educational institutions are in a depleted condition. How can we sing about the government managed institutions when a majority of the nonpublic institutions present a very gloomy moving-picture show? On the one hand, there is a change in the education system because in today’s conditions, expensive infrastructural facilities play an important role in improving the quality of education but because of paucity of fund, they find it is difficult to develop even the basic infrastructural facilities.The libraries, labs, supporting infrastructural facilities and the quality of faculty play an important role in improving the quality of education, but a majority of the government managed educational institutions find it difficult to promote the quality of their service mix, party, on account of financial crunch and partly because of professional deficiency. With an increasing pressure of population, the demand is increasing. The users and potential users have high expectations since they witness their counterparts elsewhere in the world available of world class educational facilities which are denied to them.Weaker sections of the society and the illiterate segments need educational assistance as they cannot afford the expensive educational facilities offered by some of the privately managed schools and colleges. The universities also present the same picture. Right from the primary to the higher, almost all the centers are in a poor condition and two important reasons obstructing them are inadequacy of pay and lack of professional excellence. The syllabi of the traditionally managed educational institutions are not in tune with the emerging trends and evolving developments.There is no corresponding relation between the formal and idle education, leading to a number of allied problems. The public fail to get informal education and this obstructs the process of developing quality people. The limited number of people getting education in the world class institutions may be professionally sound but a majority of them lack informal education. They are totally unaware of traffic and civic sense and aesthetic values which keep them ignorant of work culture, conviction and commitment.So, it is necessary that educational institutions in general make ensure that both the streams of imparting educational assistance, formal and informal, are given due importance. A majority of the problems are due to inadequacy of finance and the process of mobilization o f financial resources is difficult. The image problem is obstructing their professionalized efforts. They find it difficult to raise the allowance structure and the donors and potential donors are disinterested in their problems. The grants from government or other agencies have shrunk.Thus they are facing a number of problems on the financial front. There appears to be no way for an improvement in their financial position. It is against this background that we recommend the urgency of conceptualizing social marketing principles by these educational institutions. Professionalize services open the doors for multi-dimensional improvements. The marketing professionals using innovative marketing strategy will be able to improve their position. Of late there has been an attitudinal change as the parents in general are quite interested in quality education.In a majority of the cases they prefer to avail of quality services even if the fee structure is high. Of late expenditure on educati on is considered a productive investment and this has led to a qualitative transformation. Financial institutions and commercial banks are now evincing interest in resolving the problems of the weaker sections of the society who are not unable to afford expensive quality services. Where the educational institutions are performing well and playing a positive role in the development of quality people, it is quite natural that people develop a positive attitude towards them.This will also inspire the donors and potential donors since they witness productive use of their money. This broadens the avenues for the mobilization of financial resources. Since they have been making positive contributions to the process of development, the government would also evince interest in providing adequate grants. Then the social welfare organizations too would come forward to solve their financial problems. The marketing professionals, with the help of a sound service mix, will be successful in impro ving the quality of the core and peripheral services.The core services can help them in regaining the lost image, while the peripheral services will add superfluous attractions to their service-mix. When the educational institutions find themselves financially sound, development requirements will be conveniently fulfilled. The marketing professionals will find it easier to promote since they have made positive contributions. The public will become aware of the outstanding performance of the educational institutions leading to a better mage. The fee structure should be made optimal to improve the financial health of the educational institutions. The users will not hesitate to invest because they find justifications for the same. The infrastructural facilities can be enriched and the development of faculty would get due attention Thus, the marketing professionals can play a positive role and the educational institutions would emerge as an application contributing significantly to th e process of developing quality people.The mission will then be achieved since the vision has changed. The organizational goals of improving the quality, satisfying the users, developing the educational institution and increasing the number of satisfied group of users can conveniently be accomplished with the remotion of image problem and the educational institutions will start contributing significantly to the process of human detonating device formation vis-a-vis socio-economic transformation. ConclusionTo strengthening the Non-profit/Not-for-Profit/NGOs sector through a tooth root restructuring of the government machinery, a radical change in the prevailing mindset of policy makers and corporative giants and a radical reallocation of resources in order to make the people themselves the principal authors of their own future. They must be provided easy access to economic advantages they oftentimes are not entitled to benefit. They must not be treated as beggars/slavers and depen dent downtrodden segments of society but as equal partners.Such a dramatic change requires a vigorous, broad-based participatory dialogue and committed leadership- leadership with clear vision and daunting courage.References: 1. Marketing Management â€Second Edition-Tapan K Panda-Excel Books, New Delhi 2. Marketing Non-Profit Organizations â€First Edition- S. M. Jha-Himalaya publication, Mumbai 3. Educational Marketing- Services Marketing -2002- S. M. Jha-Himalaya Publishing House, Mumbai 4. Marketing for Non-Profit Organizations- 2004-P. kotler-PHI 5. CAPART Reporting †Floating NGO is ethical Business-TOI/23/10/01\r\n'