사회복지기관의 마케팅

목차

Ⅰ. 문제제기

Ⅱ. 후원자개발의 원칙

Ⅲ. 비영리기관의 마케팅 개념 도입배경

Ⅳ. 사회복지기관의 마케팅 모델

Ⅴ. 후원자개발을 위한 마케팅 과정

Ⅵ. 맺는 말

본문내용

인류를 이끌어 나갈 것으로 전망되는데, 비영리조직의 지도자들도 이러한 준비가 필요하다. 이를 위해 사회복지기관의 관리자들도 경영마인드를 가지고 보다 훌륭한 행정적 지도력을 발휘하기 위해 끊임없이 노력하여야 한다.
<참고 문헌>
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A Study on Marketing Strategies to Develope Donors for
the Social Service Agency
106
Moo-Sung Chung
Assistant Professor
Department of Social Welfare
The Catholic University of Korea
Most of social service agencies experiences the lack of funds. This situation is caused mainly from the lack of donor development techniques. Therefore, the social service agencies need to develope marketing strategies to develop donors.
The study was begun with the idea that a business philosophy will not conflict with professionalism, and the two can be entirely compatible, and synergistic as well. Some of the main principles of marketing can be used to construct a model that will help the social service agency devise the appropriate plan for developing donors.
The social service agency's marketing plan should begin with a statement of its mission and goals and the product suggested by each goal. An expanded 7P's marketing model in which three more P's ― producer(marketer or source of the promotion), purchaser(those to whom it must appeal), and probing(i.e., research) -- are added in addition to the traditional four P's ― product, price, promotion, and place, is suggested as the framework for constructing the marketing plan for the social service agency.
Social marketing process to develop voluntary contributions include marketing environment analysis, market research, selecting marketing goals and objectives, market segmentation, marketing program development, and marketing action. These techniques can be used with some modifications at each social service agency.

키워드

사회복지,   마케팅