Amity PGDM In NGO Management For Social Marketing & Fund Raising

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Amity PGDM In NGO Management For Social Marketing & Fund Raising Sem 1

 

Social Marketing & Fund Raising

1 .        What do you understand by Social Marketing and how it is being implemented in Non- Profit organizations?

2 .        Describe how you would go about seeking corporate donors for a specific non- profit organization. How would your process and tactics differ if you were targeting a foundation for donations?

3 .        If you are hired as the marketing director for the non –profit youth club in the urban city, how might you use market research to develop your Marketing strategy? What key questions would you want to answer with your Marketing research?

4 .        List important International agencies which are contributing to Social causes and the medium through which they reach to beneficiaries?

5 .        Examine a non-profit organization that you know well. Does it seem to have a customer- centered mindset? Why or Why not? What would you recommend the organization’s managers do to make it more customer- centered?

6 .        Describe the role of ethics and principles of social responsible marketing?

7 .        What are the various ways through which Fund raising at the individual level can be generated?

8 .        Most Social marketing programs have had their success in developing countries where the target populations were often illiterate, isolated and strongly influenced by local religions and traditional health practices. How far has India reached through this Social marketing program in various sectors?

 

 

Case Detail: 

Read the case study given below and answer the questions given at the end.

 

CASE STUDY

 

One of the most significant growth areas in nonprofit marketing in the last 20 years is cause- related marketing. Cause related marketing started in1982 when JerryC.Welsh, then chief of worldwide marketing for the American Express Company, agreed to make a five percent donation to the arts in San Francisco every time American Express got a new member.

 

In three months, the campaign raised $108,000. The approach gained national attention when American Express tried it out on a country-wide basis. In 1983, American Express agreed to set aside one percent for every card transaction and one dollar for new card issued during the last quarter of 1983 to support the renovation of Eills Island and the statue of Liberty. The program was a great success. American Express reported sales increases of 28 percent over the same period a year earlier with a total of $1.7 million eventually donated to the renovation project.

 

Since that First national event, cause related marketing has grown dramatically. Cone Communications estimated that by 2000, cause marketing had grown into a $2 billion set of activities. Cause- marketing has grown in two other ways. First, we have learned how to initiate and grow individual partnerships. Second, larger non-profits have learned more about how to manage not just partnership but a whole portfolio of relationships.

 

1.         Explain why private firms enter into “social alliance” with a non-profit? How would such relationship benefit the firm?

2.         Why have firms become more involved in cause-related marketing? What are the risks involved for both marketers and non-profit in joint cause-related marketing?

3.         What are the steps involved in developing a sound cause-related marketing? Identify the key partnership linkages that would produce an effective alliance between a non-profit group that you know and a public corporation?

 

Question No.  1           Marks - 10

 What does B2B stands for--

 

Options          

1. Business to Buying.   
2. Business to Business. 
3. Business to Behavior.
4. Business towards Business.

 

Question No.  2           Marks - 10

Social Marketing includes--

 

Options          

1. The systematic application of marketing to achieve specific behavioral goals for a social good.     
2. It is closely linked with the principles of corporate social responsibility and sustainable development.      
3. An emphasis on the voluntary exchanges of goods and services between providers and consumers.          
4. All of above.

 

Question No.  3           Marks - 10

Which one of the following techniques followed by NGO’s to raise funds?

 

Options          

1. Social Campaigns       
2. Donation Boxes         
3. Corporate Fund Raising         
4. All of the above

 

Question No.  4           Marks - 10

Which one of the following groups isn't a key customer group for an Arts Organization?

 

Options          

1. Visitors           
2. Audiences      
3. Corporate sponsors    
4. none of the above

 

Question No.  5           Marks - 10

What does marketing not offer nonprofits organizations?

 

 

Options          

1. Improved level of customer satisfaction.       
2. An insight into customer behaviour.  
3. Improved profitability.          
4. A planning framework within which to work.

 

Question No.  6           Marks - 10

Which of the following statements best describes positioning?        

 

Options          

1. How customers view your products or services.       
2. How you intend to compete with your competitors. 
3. How your customers perceive you in relation to your competitors   
4. The amount of growth you intend to achieve over the duration of the plan.

 

Question No.  7           Marks - 10

  Which of the following is not a drawback of using the product/service lifecycle model?

 

Options          

1. It focuses attention on only one product/service in the portfolio at a time.  
2. It is difficult to know what position in the lifecycle has been attained.       
3. Not every product or service has a lifecycle that follows this pattern.          
4. All of the above

 

Question No.  8           Marks - 10

Behavior segmentation includes which of the following?     

 

Options          

1. Benefit Segmentation
2. User Status     
3. Brand Loyalty
4. All of the above.

 

Question No.  9           Marks - 10

Social Marketing is primarily concerned with _____________.

 

Options          

1. Changing culture        
2. Changing the status quo        
3. Motivating volunteers
4. Influencing behavior

 

Question No.  10         Marks - 10

Which of the following is not part of the social marketing mix?      

 

Options          

1. Product          
2. Price   
3. Place   
4. People

 

Question No.  11         Marks - 10

True or False? In designing a communication campaign, you should always determine your budget first.

 

Options          

1. true     
2. false    
3. None of the above     
4. All of the above

 

Question No.  12         Marks - 10

Conclusions should be drawn in social marketing communications when--

 

Options          

1. The level of education of the target group is high     
2. The idea being communicated is not complex           
3. Action is not immediately required   
4. The decision is low involvement

 

Question No.  13         Marks - 10

The use of humor in appeals--            

 

Options          

1. Attracts attention       
2. Does not harm comprehension           
3. Enhances the favorable perception of the ad 
4. All of the above

 

Question No.  14         Marks - 10

Which of the following is the correct progression of stages that consumers should be moved through if communicated with effectively?

 

Options          

1. Unawareness, Awareness, Conviction, Comprehension, Action       
2. Unawareness, Awareness, Action, Comprehension, Conviction       
3. Unawareness, Awareness, Conviction, Contemplation, Action        
4. Unawareness, Awareness, Comprehension, Conviction, Action

 

Question No.  15         Marks - 10

In a communications plan, 'control' addresses--

 

Options          

1. How progress towards the objectives will be assessed          
2. Whether the strategy is appropriate to the plan's objectives  
3. How marketing staff will be remunerated     
4. When various sections of the plan will be implemented.

 

Question No.  16         Marks - 10

Impact evaluation is concerned with--

 

Options          

1. Assessing how societal behaviors have changed       
2. Assessing the quality of the social marketing process           
3. Assessing direct outcomes from a social marketing campaign          
4. Pre-testing campaign materials.

 

Question No.  17         Marks - 10

The Fundraising Plan does not include which of the following?

 

Options          

1. Fund raising Audit     
2. Budget           
3. Staff Listing   
4. Audit.

 

Question No.  18         Marks - 10

Which of the following is not an advantage of raising funds from trusts and foundations?

 

Options          

1. They support 'difficult' causes that it is difficult to fund from alternative sources   
2. Information on trusts/foundations is now more widely available     
3. It can take only weeks to secure funding      
4. Trusts exist to give money away.

 

Question No.  19         Marks - 10

Which of the following traditional marketing elements do not apply to social      entrepreneurship efforts?

 

Options          

1. Marketing mix
2. Public relation
3. Sale Promotion           

None of the above

 

Question No.  20         Marks - 10

When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.

 

Options          

1. Societal          
2. customer-driving        
3. Product          
4. Production

 

Question No.  21         Marks - 10

The set of marketing tools a firm uses to implement its marketing strategy is called the ________.

 

Options          

1. Promotion mix           
2. Product mix   
3. Marketing mix
4. Marketing effort.       

 

Question No.  22         Marks - 10

The ________ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer's and society's well being.

 

Options          

1. Equity
2. Societal Marketing     
3. Selling
4. Marketing

 

Question No.  23         Marks - 10

Which of the following is central to any definition of marketing?

 

Options          

1. Making a profit          
2. Making a sale 
3. Transactions   
4. Customer relationships

 

Question No.  24         Marks - 10

The term "marketing mix" describes-       -

 

Options          

1. A composite analysis of all environmental factors inside and outside the firm        
2. A series of business decisions that aid in selling a product   
3. The relationship between a firm's marketing strengths and its business weaknesses
4. A blending of four strategic elements to satisfy specific target markets.      

 

Question No.  25         Marks - 10

Which of the following is not a type of social marketing?

 

Options          

1. Affiliate marketing    
2. Blog advertising         
3. Social network advertising    
4. Game advertising

 

Question No.  26         Marks - 10

How do the marketing concept and the societal marketing concept differ?

 

Options          

1. The societal marketing concept considers it unethical to fulfil target audiences' needs if, by doing so, the individual or society is harmed.         
2. The marketing concept focuses on the needs of the individual and the producer. The societal marketing concept balances these needs with societal needs.    
3. The marketing concept focuses on short-term increases in market shares and quick profits. The societal marketing concept focuses on long-term profit, based on customer loyalty and healthier societies.
4. All of the above.

 

Question No.  27         Marks - 10

Which of the following is a drawback to the social enterprise model?

 

Options          

1. Profiting off the poor 
2. Neglecting those who cannot pay      
3. Decreasing the social capital of the society   
4. Neglecting those who cannot pay and decreasing the social capital of the society

 

Question No.  28         Marks - 10

Social entrepreneurs act as change agents by--          

 

Options          

1. Acting boldly and responsively to tackle need          
2. Adopting a mission to create social value      
3. Being accountable to the constituencies served        
4. All of the above.

 

Question No.  29         Marks - 10

How do entrepreneurial foundations differ from foundations with a more traditional approach to philanthropy?

 

Options          

1. They only fund direct costs   
2. The hold the grantee accountable for the outcomes from their grant
3. They rigorously assess how the grant was spent        
4. They work with the grantee to achieve desired outcomes.

 

Question No.  30         Marks - 10

Which of the following issues Social Marketing best Address?       

 

Options          

1. Health
2. Environment  
3. Community engagement        
4. All of the above

 

Question No.  31         Marks - 10

Which of the following Use Social Marketing to promote awareness?

 

Options          

1. Government agencies 
2. Nonprofits groups (NGOs)    
3. Corporations  
4. None of the above

 

Question No.  32         Marks - 10

Cause related Marketing refers to?

 

Options          

1. Any effort by a corporation to increase its own sales in both the short and long run by contributing to the objectives of one or more Non-profit organisations. 
2. To promote a particular Social cause.
3. To sensitize the public about the Issue.         
4. All of the above

 

Question No.  33         Marks - 10

What are the ways through which NGO’S can organise donations?

 

Options          

1. Foundations   
2. Government   
3. Individuals     
4. All of the above

 

Question No.  34         Marks - 10

E-Fundraising techniques include--

 

Options          

1. Online Donations/ Online Giving      
2. Reverse SMS Billing  
3. Event Web Pages       
4. All of the above

 

Question No.  35         Marks - 10

Which of the following is not the ethic followed in Social Marketing?

 

Options          

1. Honesty          
2. Responsibility
3. Profitability
4. Respect

 

Question No.  36         Marks - 10

Social entrepreneurship can be defined as which of the following?

 

Options          

1. A process involving the innovative use and combination of resources to pursue opportunities to catalyze change and/or address social needs   
2. Coming up with new solutions to social problems and then implementing them, often on a large scale      
3. An attempt at the creation new social value through the creation of a new enterprise, such as self-employment, creating a new business or nonprofit, or the expansion of an existing social enterprise by an individual, team of individuals or firm'         
4. All of the above

 

Question No.  37         Marks - 10

In the context of database fundraising, what does the R in the mnemonic FRM stand for?

 

Options          

1. Recency         
2. Recently         
3. Relatively       
4. Response

 

Question No.  38         Marks - 10

Reciprocals are--

 

Options          

1. Mailings to donors who have given permission.        
2. Mailings to individuals whose details you have been given by swopping lists with another nonprofit.       
3. A method of donor recognition.        
4. Mailings to donors who have given permission and mailings to individuals whose details you have been given by swopping lists with another nonprofit.     

 

Question No.  39         Marks - 10

A possible downside of branding a non-profit is that--

 

Options          

1. The organization can spend large sums building up the brand.         
2. It diverts money that could be spent on service provision.   
3. It can act as a barrier to collaboration.           
4. All of the above

 

Question No.  40         Marks - 10

Which of the following organizations is not a charity?

 

Options          

1. Oxfam
2. St Peter's Hospice      
3. Royal Opera House Covent Garden  
4. The National Health Service

 

 

 

 

 

 

 

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