How to Use the "Marketing Spectrum" to Market your Non-Profit Organization.

The management and program delivery within a nonprofit organization is fundamentally a marketing endeavor. The organization is being marketed to two primary target market areas, (1) the people being served by the nonprofit, and, (2) the funding sources wherein contributed money is to be sought. "Marketing" may be defined as follows: Marketing is a process by which something of value is given, delivered, communicated, sold or promulgated in any manner to one or more targeted markets, using …

…offered. The Natural Constituency also includes related groups where appropriate such as parents, alumni, the media, potential "consumers" and other nonprofit and professional associations or groups related to the work of the nonprofit. 2. Funding Sources: This second market segment encompasses all past, current and potential funding sources. Normally individuals and families should be the most important single funding source market, because individuals contribute about 90% of the money contributed to nonprofit organizations within the private sector.