UICC World Cancer Congress 2006

I. Objectives: • To explain the meaning & importance of marketing in the context of social not-for-profit organizations (NPOs) • To show why a systematic approach for doing marketing makes sense for social NPOs • To present a systematic approach for establishing a marketing concept (or strategy) within a social NPO

II. Workshop contents: 1. What is marketing / why is marketing essential for social NPOs? • Social NPOs try to offer benefits to parties which are not sufficiently supported / covered by the market economy • To do this, they need to compete for scarce resources (funds, voluntary work, government support, public acceptance) • To that purpose, social NPOs need to commuincate efficiently & effectively to their stakeholders: a. what they have been doing & what they intend to do b. how they are creating benefits to their target groups & why this is important to society c. why it makes sense to support specifically their efforts • Social Marketing offers a systematic approach to reach all these goals by helping to design / create, communicate & provide exchanges (information, services, advocacy activities) which create the desired benefits to the organization's target groups, thus satisfying the organization's various stakeholders & helping society at large. 2. Why should NPOs do marketing systematically? • The marketing effort needs to be managed systematically (i.e. planned, implemented / guided, controlled & evaluated) in order to reach the set goals in an efficient (= with maximal output to a given input) and effective (= with maximal goal achievement) way 3. Steps for introducing marketing management within social NPOs? Based on the Fribourg Management Model for NPOs, the workshop will present a systematic approach for the establishment of a marketing concept in the form of a multi-step standard procedure consisting of: a. Identification & analysis of the NPO's exchange relationships b. Analysis of the target groups' needs & wants, of the existing offers (incl. their strengths & weaknesses) and of the NPO's capabilities c. Choice / selection of the NPO's positioning & branding d. Definition of the NPO's acitivity areas & basic guidelines to be followed through all marketing activities e. Establishment of organizational measures to safeguard an ongoing support of the marketing effort f. Designing & providing the various offers in detail (i.e. establishing the marketing-mix for each service category & each interest representation category) g. Controlling & evaluating the goal achievement & the success of the marketing effort