University of Mumbai, Maharashtra (Mumbai University), Marketing Semester 6, Marketing of Non-Profit Organisation Syllabus

Unit - 1 Introduction to Non-profit Organization
a) Non-profit organization: Meaning of Non-Profit Organization, Features of non-profit
organization, Characteristics of Non Profit marketing, Stakeholders in non-profit
organization, Types of non-profit organization: Charities, newly emerging social
enterprise sector, public sector, political parties and campaign organizations,
classification of non-profit organizations, Social need: concept, social need as a basis for
developing sustainable business model for a non-profit organization.
b) Fundraising: meaning, common techniques to solicit funds, fund raising loyalty
ladder, marketing and communication for fundraising

Unit - 2 Segmenting Targeting Positioning, Product mix & Pricing mix in Non-profit organizations
a) Segmentation, Targeting & Positioning of non-profit organizations: Strategic
Marketing for Non-Profit Organization, Steps in Strategic Marketing of non-profit
organization, Market Segmentation, Targeting & Positioning in non-profit organization
b) Product mix & Pricing mix in non-profit organization: Budgeting, cost effective
marketing mix, Cost Management, Product or offer in non-profit organization, level of
offer in non-profit organization, Pricing Objectives in non-profit organizations, Pricing
Strategies in non-profit organizations

Unit - 3 Promotion mix, Place mix of non-profit organizations & advocacy of non-profit organizations
a) Promotion Mix: Promotion of non-profit Organizations: Marketing Communication
Strategies, Integrated Marketing Communication in nonprofit organizations, Image &
reputation, Marketing Communication process, Marketing communication process,
Role of Audience, message and vehicle in non-profit organization communication.
Significance of place in non-profit organizations, Challenges for non-profit
organizations in rural areas.
b) Advocacy & Fund Raising in non-profit organization: Meaning, steps in building
support for advocacy, advocacy tactics: lobbying, Coalition Building, outreach to
media, educating policy makers on issues, educating public on policy issue, building
relationship with policy maker. Distinctive characteristics of advocacy groups, Steps
in crafting an advocacy plan, steps in engaging policy makers for lobbying, advocacy
v/s lobbying, Evaluating advocacy.
Fund Raising: meaning, Principles of fundraising, Fund raising cycle, The fund raising
pyramid and donor life cycle.

Unit - 4 Corporate Social Responsibility, innovations & Ethics in non-profit organizations
a) Corporate social responsibility: CSR, Importance of CSR, history and evolution of CSR,
Policy framework for CSR in India, Section 135 of Companies Act 2013, Role of CSR
committee on Boards
Code of Ethics in non-profit organization, hierarchy of ethical values in non-profit
organization, careers in CSR.
b) Trends and Innovations: Current trends, innovations and opportunities in CSR,
Influence of non-profit organizations and their impact on corporate CSR, Challenges
faced by non-profit organizations in India.
c) Non-Governmental Organization (NGO): Meaning of Non-Government Organization
(NGO), Difference between Voluntary Organization & NGO, Steps of Voluntarism, Types
of NGO: advocacy of chosen cause, Small or Grassroot NGO, Mother NGO, National
NGO, corporate NGO, Global NGO’s