Not-for-profit marketing discussed at Business School conference

10 October 2011

Department of Marketing senior lecturer Tom Agee played a central role in putting not-for-profits under the spotlight at last week’s Business School and New Zealand Marketing Association event.

The afternoon’s programme brought together dozens of marketers to examine win-win marketing strategies for not-for-profit organisations. While most of the marketers were from charitable organisations, several represented other types of not-for-profits including Consumer NZ.

Tom, who is chairman of the Not-For-Profit Network, says the programme catered to the wide range of guests by looking at campaigns aimed at changing social attitudes, such as the Ministry of Health’s “It’s not OK” media advertising campaign against family violence, which was created by DraftFCB.

The programme also looked at successful donor campaigns, singling out the Royal New Zealand Foundation of the Blind’s Red Puppy Appeal, which raised $1 million in six weeks.

AC Nielsen Media client service director Kate Terry spoke at the conference, revealing her firm’s “Good as Gold” research into corporate sponsorship and the benefits of not-for-profit partnerships, while IAG marketing insights manager Nick Jones gave his views on what business is looking for in community partnerships. He also discussed how not-for-profit organisations can connect with customers, employees and shareholders to create a win-win deal.

In the final session Interbrand New Zealand managing director James Bickford shared some strategies for creating and managing brand value. James says the world has changed since 9/11 and the global financial crisis so consumers and corporates no longer want to contribute just to a “shaking tin”.

“Not-for-profit is on the ascendency, but to achieve ambitions in a saturated environment these organisations, however big or small, need to become and act like brands to stand apart and create engagement in the long-term.”