Non-Profit-Marketing - The marketing of non-profit organizations, i.e. non-profit-making organizations such as parties, associations, non-profit associations, churches, etc. The marketing management processes and conceptual considerations are largely identical to the marketing of companies.
The main difference is in goals, as in non-profit marketing, profit is not sought. The target group is often more narrowly and clearly defined than in companies, for example in churches, sports clubs, etc. The product is often a service. This means that specific distribution channels are also specified.
Die Entgeltpolitik besteht oft in Beiträgen zu Vereinen oder ist kostenlos, wie etwa das politische Marketing. Massenwerbung spielt in der Kommunikation eine eher geringe Rolle, Sponsorship tritt stark in den Vordergrund.
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