- To many non-profit managers, marketing equals fundraising and nothing more
- Rather than focusing on sales or funds raised as the ultimate outcome, social marketing's bottom line is behaviour change
- Social marketing's four 'Ps' are different from traditional marketing's
- Because of the inherent challenges faced by social marketing programmes, there are four more 'Ps' to the social marketing mix
Social marketing is not only a useful tool for businesses, but it can also be valuable for non-profits who want to go beyond fundraising. Nedra Kline Weinreich looks at how it differs from traditional marketing and gives her tips and techniques on getting started.
