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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)G.VERHAERT
Intervenant(s)Griet VERHAERT

Pré requis

Basic concepts of marketing.

Objectifs du cours

Core elements of strategic marketing management for nonprofit organizations.

Brief description of the education:

An efficient marketing strategy has always been highly crucial for nonprofit organizations. Moreover, there is a growing intersection between the nonprofit sector and the private sector. The course begins with an introduction to the nonprofit sector and the marketing mix for nonprofit organizations. Next, we move on to a deeper exploration of communication strategies in which we elaborate on more conventional as well as new channels like the social media and mobile marketing. This is followed by a specific chapter on fundraising in which insights are provided on how to raise money from private donors. The course ends by stressing the relevance of cooperation between the nonprofit and the private sector (e.g., corporate social responsibility). Through this course, a lot of real-life cases are provided and new challenges facing nonprofit organizations are discussed

Contenu du cours

Contents of the lecture :

Scope, Challenges, and Development of the Nonprofit Sector
-Defining the nonprofit sector; key concepts; profit versus nonprofit
-Classification of nonprofits
-CASE: The world giving index
-Current developments and challenges in the nonprofit sector
-Ethical issues for nonprofit marketeers
-Marketing objectives and strategy
-The Operational Marketing Mix (CASE: Pricing at the museum)

Communication Strategies:
-Major steps in developing effective communications
Setting communication objectives
Generating possible messages
Overcoming selective attention and perceptual distortion
Choosing a medium
-Direct mail (CASE: An insight in real samples of direct mail campaigns across the world)
-Mobile/Text (CASE: Emergency fundraising’s strategy of the American Red Cross)
-Email (CASE: Defenders of Wildlife – Eye on Palin – Obama 08)
-Website (CASE: Oxfam)
-Social Media (CASE: Pink Ribbon Campaign on Facebook – A viral campaign of Plan France – user generated content)
-Gaming (CASE: iHobo App iPone)
-Direct response TV
-Face-to-face (street versus door-to-door)
-Sales promotion
-Public relations
-How to set up an integrated marketing campaign (CASES across the world)
-Campaign success rate: Evaluation
-CASE: Experimenting in direct marketing

Fundraising :
-Why effective fundraising is highly important for charities
-Funds from private versus corporate versus trusts/foundations
-Relationship fundraising (CASE: Actionaid)
-The donor lifecycle (CASE: Plan France: donor lifecycle analysis)
From cold to hot prospects: different strategies to obtain new donors
Welcome & thank you procedures
Importance of the second gift conversion
Metrics to evaluate the different acquisition approaches
Regular givers (permanent order)
Mid-level donors
Major donor strategy
Legacy fundraising
CASE: campaign toward almost lapsed donors
-The relevance of database marketing in optimizing fundraising campaigns
-Success rate of your fundraising campaign / Cost effectiveness
-The emergency fundraising plan (CASE: Haïti)
-CASE: Alpe d’HuZes

Working with the Private Sector :
-Corporate Social responsibility
-Cause-related marketing
-Corporate Partnership Options
-CASES from Gifts in Kind International; Starbucks; Timberland; Pepsi Cola; Ello Mobile; Cultural Organizations

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class18,00  
Independent study
Estimated personal workload18,00  
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Lecture
  • Tutorial
  • Interactive class


Type de ContrôleDuréeNombrePondération
Continuous assessment
Individual Project4,00160,00
TOTAL     100,00

* Informations non contractuelles et pouvant être soumises à modification
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