The paper “ Ethical Issues Facing Non-Profit Making Organisations in Marketing, Differences in Marketing for Profit and Non-Profit Making Organisations" is an outstanding example of an assignment on marketing. Nonprofit making organizations are formed with the objective of impacting social change in society and are based on the welfare of people. In this regard, they rely on charitable funding and corporate social responsibility carried out by individuals, business organizations or government authorities. Marketing, on the other hand, is a practice aimed at promoting the endeavors of an organization in terms of products and services in order to create an appeal to potential users.
From a business perspective, marketing aims to attract more consumers and build on a larger market share in order to achieve the business objective of profit maximization. In a nonprofit making organization, marketing seeks to invite or attract well-wishers, donors or facilitators to fund social projects that benefit specific communities and sustain the social work (Sargeant, Foreman and Liao 2002, 42). In this regard, the ethics followed in business perspective marketing are different from those of nonprofit making organizations.
For businesses, the sole aim is to increase consumption with a profit orientation while for nonprofit making organizations is to convince potential funders to facilitate social projects. One common perspective for both forms of marketing is that it is run by professionals who are professionally trained in the marketing field. Therefore, either marketer can fit in any field the find appropriate. Marketing ethics in non-profit making organizations are similar to those of profit-making organizations in several ways. First, the Direct Marketing Association Nonprofit Federation advocates for self-regulatory measures into ethical matters.
It advocates for honesty, true and non-offensive communication which marketers should follow reasonably and encourage others in the field to follow suit. Honesty and clarity should be practiced when seeking membership or solicitation of funding at all times. Stated claims should be verifiable and documented appropriately. A nonprofit organization should not claim the ability to handle societal needs that it cannot address. Unrealistic or unachievable promises should not also be made. Accuracy and consistency of representations should be present at all times. Contradictions by different people representing a single organization should be avoided.
Adequate disclosures on size, conditions, durations, placements, and descriptions should be made. If any limitations or disclaimers exist, they should be adequately disclosed as well (Direct Marketing Association Nonprofit Federation 2013). Marketers for nonprofit organizations sometimes face the dilemma of disclosure of sponsors and their specific intent in the conduct of their activities. Funds raised may be used for other social purposes that are equally important without the knowledge of the facilitators. The scope of these organizations may mislead funders to facilitate a given project while the real intention is to cover up for deficits elsewhere.
The biggest ethical challenge that nonprofit organizations face is a misrepresentation of claims to potential funders or sources of monetary aid. The fact that their aim is making social change and conducting charitable initiates can be exploited to get funding falsely. In this regard, marketers should always disclose honestly and truthfully to potential facilitators when soliciting for assistance. Furthermore, most of the funders in nonprofit making organizations do so out of goodwill and compassion and the likelihood to strictly follow up is low (Dolnicar and Lazarevski 2009, 276).
They base their trust in the information provided by marketers who represent the organizations.