Nonprofit Organization Marketing Mix Research Assignment (Case Study Sample)

Nonprofit Organization Marketing Mix
Name
Institution

Nonprofit Organization Marketing Mix
Introduction
Marketing plays a primary role in nonprofit organizations in building the image and reputation of the organization. The marketing mix as well referred to as “4 Ps” has become more popular among nonprofit organizations to attract donors and the people that will use those donations. For instance, Wesley Glen Ministries uses the marketing mix to advance their programs to the community. Wesley Glen Ministries is a nonprofit organization, which is part of the South Georgia Conference of the United Methodist Church that offers personal for persons with disabilities in their personal care homes. The marketing mix or 4Ps include product, price, place and promotion (Watson & Wilson, 2004).
Product
The products are the services and assistance that Wesley Glen Ministries provide to its clients, who are people with disabilities. The organization offers 24/7 personal care for those with disabilities in their care homes, where they have the personnel around the clock. The other services, which the organization provides are transportation to and from medical appointments, transportation to events in the local community, such as a church, to Special Olympic activities and to grocery shopping they might want to attend. Wesley also offers nutritional oversight for people served by cooking foods, which are healthy or foods, which are on the individual served diet ordered by a doctor (Armstrong & Kotler, 2009). A case would be a low sodium diet or a low-fat diet. They also offer exercise activities in their multimillion dollar Life Skills Center. They provide a treadmill, walking, weight lifting, volleyball, and basketball. The Life Skills Center offers educational programs where in the center can use the computers and the internet. The center also offers arts and crafts, films and bingos. Lastly, the Life Skills Center further provides community outings for those who are interested in attending. They go to museums, library, as well as shopping malls. These serviced that the organization offers assistance to them to market their services, which they provide in different ways. The most marketable means is to list the service as a ministry for a nonprofit organization (Watson & Wilson, 2004). This has been instrumental since the organization does offer services for persons, which do not have the capacity to pay for the services (Belch & Belch, 2012). More individuals will tend to donate to the organization that offers a much-required service for the adults with developmental disabilities.
Place
The place is where the services and products of the organization are offered. Wesley Glen Ministries is situated in Macon, Georgia with Personal Care Homes in the Macon region and the South Georgia. The organization has eleven personal care homes in Macon and five personal care homes in the South Georgia region. The organization is hoping to expand into Northern Georgia since there is a big need for Personal Care Homes for adults suffering from developmental disabilities. The place of Wesley Glen Ministries is a great location in the State of Georgia. If Wesley Glen Ministries may expand into North Georgia then it will be considered in both the South and North Georgia Conference that could imply more support from more churches. Presently, the United Methodist in the South Georgia Conference assists Wesley Glen Ministries by monthly and annual donations as well as helping with annual fundraisers. Furthermore, the nonprofit organization is only 75 miles South of Atlanta, as well as approximately 200 miles to the Florida state (Watson & Wilson, 2004). They are situated in Central Georgia that appeals to prospective customers seeking for their services. The majority of the households that choose the organization to offer services for their loved ones so that they can still live longer. As an selement of 4Ps, it is emphasized and promoted to potential customers, and their households since the organization have established this to be very vital to past and present customers of the organization. The place is a very important marketing mix that allows the organization to reach most of its clients and offer their services (Armstrong & Kotler, 2009).
Price
Wesley Glen Ministries accepts the Medicaid Community Alternative Residential Waiver and private pay. The waiver pays daily rates for services rendered to those persons with developmental disabilities. This daily rate is normally $115.6 daily for 27 days monthly, which is $50,401.44 yearly. On the other hand, the private pay rate is set at a flat rate of approximately $20,000.00 to $40,000.00 monthly or about $24,000.00 to $48,000.000 yearly. This is where the donations, as well as a year fund raiser chip in to offset the revenue of the private pay individuals (Watson & Wilson, 2004). Additionally, the Medicaid Community Alternative Residential waiver usually pays for personnel only. The person’s monthly social security and SSI checks, pay their food, rent, transportation along with utilities. Some people even qualify for food stamps to assist them to buy their food.
Therefore, having the capacity to accept both the Medicaid Alternative Residential waiver, as well as private pay permits the organization to have a leg up upon the completion since the majority of the other organizations, which serve people with developmental disabilities, do not accept private pay persons as they cannot afford to offer services with having the total amount of the waiver. Most other organizations do not have donations to assist offset the variance, which a private pay individual can pay (Armstrong & Kotler, 2009).
Promotion
Wesley Glen Ministries does many promotions for their services, as well as thr organization. The majority of the United Methodist churches in the South Georgia Conference assists to promote their services and the organization as they are the primary supporters of the ministry. The majority of the churches with put or keeps information about the organization in their weekly bulletins and their church website. All the churches have made father’s day Wesley Gen day in t...