TAILIEUCHUNG - SOCIAL MARKETING: AN APPROACH TO PLANNED SOCIAL CHANGE

And although the marketing function masquerades under many names within nonprofit organizations— Communications, Advancement, External Affairs, Public Relations, or Brand Management — the primary objectives are pretty much the same: to define and then defend an organization’s position, and move it closer to success in its mission. Marketing answers the questions: How is our program distinctive? What do we want to be known for? Why is our work relevant? With the competition for philanthropic resources and public attention fierce, these are absolutely critical considerations for every nonprofit. While the benefits of investing in marketing may not be obvious to nonprofit leaders, the costs of failing to do so are becoming increasingly clear. With nonprofits coming under increasing. | Social Marketing An Approach to Planned Social Change PHILIP KOTLER and GERALD ZALTMAN Can marketing concepts and techniques be effectively applied to the promotion of social objectives such as brotherhood safe driving and family planning The applicability of marketing concepts to such social problems is examined in this article. The authors show how social causes can be advanced more successfully through applying principles of marketing analysis planning and control to problems of social change. IN 1952 G. D. Wiebe raised the question Why can t you sell brotherhood like you sell soap 1 This statement implies that sellers of commodities such as soap are generally effective while sellers of social causes are generally ineffective. Wiebe examined four social campaigns to determine what conditions or characteristics accounted for their relative success or lack of success. He found that the more the conditions of the social campaign resembled those of a product campaign the more successful the social campaign. However because many social campaigns are conducted under quite un-market-like circumstances Wiebe also noted clear limitations in the practice of social marketing. A different view is implied in Joe McGinniss s best-selling book The Selling of the President Its theme seems to be You can sell a presidential candidate like you sell soap. Once Nixon gave the word We re going to build this whole campaign around television . . . you fellows just tell me what you want me to do and I ll do it the advertising men public relations men copywriters makeup artist photographers and others joined together to create the image and the aura that would make this man America s favorite brand. These and other cases suggest that the art of selling cigarettes soap or steel may have some bearing on the art of selling social causes. People like McGinniss and before him John K. Galbraith and Vance Packard believe everything and anything can be sold by Madison Avenue while people

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