MKT-660 applies marketing concepts and practices to not-for-profit organizations, exploring sources of financial support and strategies for their development. Adapting standard marketing principles to an organizational context where the core goal isn't necessarily profit, but mission fulfillment.
Adapting marketing concepts for a mission-driven context
The course covers how standard marketing concepts, target audience, positioning, communication strategy, must be adapted when an organization's core objective is mission fulfillment rather than profit maximization.
Financial support sources and development strategy
MKT-660 specifically covers sources of financial support (donations, grants, memberships) and development strategies for nonprofits, since fundraising and financial sustainability are distinctly nonprofit marketing concerns not present in typical for-profit marketing.
Key topics in MKT660
- Applying marketing concepts to nonprofit organizations
- Mission-driven marketing versus profit-driven marketing
- Sources of nonprofit financial support
- Fundraising and development strategy
- Donor and stakeholder communication
- Marketing strategy for mission fulfillment
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Worked example: marketing toward mission, not just sales
- For-profit marketing goal: Drive sales and revenue growth
- Nonprofit marketing goal: Build donor and stakeholder support that funds and advances the organization's mission
- Lesson: MKT-660 teaches that nonprofit marketing requires reframing standard marketing tools around this mission-and-funding goal, not a sales goal
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Frequently asked questions
For-profit marketing is typically built around driving sales and revenue, but a nonprofit's core objective is fulfilling its mission, meaning success metrics, messaging, and audience relationships (donors, volunteers, beneficiaries, rather than just customers) all differ meaningfully from a standard for-profit context. MKT-660 covers this adaptation because applying unmodified for-profit marketing thinking to a nonprofit risks misaligning marketing effort with what the organization actually needs to achieve.
Nonprofits depend on donations, grants, and other financial support to operate, and building the awareness, trust, and relationships that generate this support is fundamentally a marketing and communications challenge, even though it's often labeled 'development' or 'fundraising' rather than 'marketing.' MKT-660 covers this because nonprofit marketing and nonprofit fundraising are deeply intertwined in practice, and a nonprofit marketer typically needs to understand both to be effective.