Fund-raising & Resource generation strategies for NGOs

I have recently been working with a number of NGOs and Not-for-profit organisations in the area of fund-raising and broader, resource generation activities. During these projects I was able to successfuly use more traditional marketing tools to help identify firstly "what is the product that these organisation offer the Irish market place (i.e. what is the value to the Irish customer/ supporter/donor)?"


Once we were able to define this "product" it was possible to use more traditional business and marketing tools - such as identifying the USP [Unique selling point]; Market segmentation (identifing target markets and potential niches); preparing both a product-based marketing mix (Product; Price; Place; Promotion) and a service based mix (marketing mix plus People; Process; Physical Evidence and Packaging).

This is a great example of using proven business technique for the benefit of non-traditional businesses (i.e. Irish NGOs) and helps these organisations to try and make best use (i.e. best return) for the limited financial resources.