 Salam alaikum khwaten huzraat. Wasim As-Sin welcomes you to Marketing for Non-Profit Organizations, MKT 628 at the Virtual University of Pakistan. The topic at hand today is what differentiates NPOs from commercial organizations. We know that there is a big difference between the two sectors. And until the time we understand the differences, we just cannot go ahead with applicability of marketing principles with adaptations to the sector of NPO's and therefore the two objectives which naturally flow out of the topic are number one, what really is it that classifies NPO's into the class they belong and what are the unique managerial insights needed to manage NPO's. And number two objective is what is so unique about NPO marketing. Like I said these two objectives are very interrelated and intertwined and therefore the narrative which I'm going to give you in relation to the topic is going to answer all the questions about these two objectives. We know that NPO's are different from the commercial organizations because NPO's are basically all about fulfilling a certain social cause. They exist to serve a certain purpose and around that purpose they try to achieve the mission and the mission of course embodies that particular purpose. There are so many different causes for which NPO's exist and they follow different kinds of missions. They are quite very different from commercial marketers because commercial marketers operate in areas which are known to so many different stakeholders within the different industries commercial marketers operate in. If they operate in the car manufacturing industry they understand the dynamics behind marketing of cars. If they operate within the detergents industry they understand the dynamics. But when it comes to NPO's it is a different ball game altogether. You have a very specialized kind of a purpose that we serve and you have a very special mission that fulfills that purpose. To achieve that mission therefore you have to have a very special kind of a marketing program which is quite very different in nature from the one you may have for the commercial sector. Another reason for the differences between NPO's and commercial organizations is that NPO's have to depend quite a lot on outside support in the form of donations, grants and contributions, donations from individuals, associations, foundations, etc., etc., grants from the governments, governmental agencies and contributions from the private sector. I would like to take you back to the narrative which I gave you earlier and which is all about cost marketing. Cost marketing is engagement of the private sector with the NPO's on fulfillment of a certain cost. So that is how you generate contributions from the private sector. This is a subject which I am going to cover as a separate topic later. However, the effect remains that the outside support mechanism makes it absolutely essential for NPO's to have a character which is basically different from that of the commercial organizations. Having given you this brief overview, I would now like to talk about the factors which really are responsible for the differentiation between NPO's and commercial organizations. The first factor which is responsible for the primary difference is what you may call the donation seeking role of NPO's or in the words of a marketing expert, the donated nature of organizations. As the terminology implies, organizations look for funds from the sources which I just talked about as part of the overview. As a result of that, donors develop stakes in the organizations and they start interfering and intervening into the operations. Even if they have a complete harmony of views on the purpose and the mission of the organization, the divergence of views on the way operations are going to be executed causes a divide between strategies and their executions. This is a situation which generally puts NPO managers into a state of frustration. They get disappointed because they think in all professional right and wisdom, they should be the ones to execute the strategies which already have been agreed upon. As a matter of fact, it was on the basis of those strategies that they approached the donors who agreed to donate funds to the organization. Once they have done that, there is no point on their part to be intervening when it comes to execution of the strategies. The factor means they do. For the simple reason that profitability is not an issue in NPO's. It is the achievement of the mission and we also know that achievement of the mission may take a very long time. It could be years and therefore what happens is that donors and board of directors involve themselves in order to assess and gauge the performance that is taking place during different phases of the operations. This involvement is something which may be considered as interference on part of managers. It has been seen that donors could have been cited interfering to the point of suggesting staff recruitments and appointment of advertising agencies. Like I said, in all the professional right and wisdom, this should be the domain of professional managers and not the donors, but the factor means they do interfere causing like I said, a divide between policy guidelines, strategies which flow out of those policy guidelines and execution. Donors think they are playing a very positive role whereas managers think the role is less than positive. However, without going into who is right in that kind of hypothetical situation and who is not, donors have been seen interfering to the point of telling marketing managers which segments of the market to approach first. In other words, they have been telling whether they should go and approach urban market first and give it precedence over the rural market or vice versa. Now this is kind of a decision which is typically that of marketing managers and not donors. But that's the way it's been happening in the sector of NPO's, it does happen and it may still happen. So what happens is that managers within NPO's could have to deal not only with customers for the delivery of effective service, they also have to deal with donors all the time because of their interference and intervention. This is something which does not happen in the commercial sector. Now this is not to say that commercial managers do not really have to deal with members of the board or top management in order to take them on board in terms of execution of the strategies which have been decided upon. But in the NPO sector, things are a little different because managers could have to generate funds from the donors and that support mechanism makes it a little more difficult and more challenging for the NPO managers to execute their marketing programs. Let me explain the whole situation with the help of the graphics which is going to make my narrative a little more interesting. As you can see from the presentation, I'm showing the two sectors. The one is for profit, the other one is non-profit. The for profit sector has the two activities. The one is strategies and programs and this is what is done at the highest level which includes of course the marketing manager and the product and brand managers. The second level is the deal with customers and this is a manifestation of the area of external marketing. This is where all the variables of marketing mix come into play and managers are in a position to get the desired results and this is where they fulfill their overall business goals and objectives. As long as the organization is in the profitability zone, everything is fine, everybody is happy. As long as they have the right financial ratios and earning per share, etc., etc., there is nothing wrong with the performance measures or success parameters as far as commercial organizations are concerned. This is not the case for the non-profit sector. As you can see, first of all they have to deal with the donors. They also have to do a lot of working on the strategy side and as a matter of fact they work first of all on strategies which is the middle box on this side of the graphics and after having worked on the strategies which are a reflection of the policy guidelines given by the members of the board, they go to donors to seek their support because they have to convince the donors about the purpose and the mission of the organization and then strategies which they have put into place to be able to serve the purpose and achieve the mission. But then donors keep coming back and that is where intervention takes place, the kind of intervention I was talking about and this is where marketing sovereignty gets compromised and this is what marketing managers or marketing staff members do not really like and prefer. And then they also have to deal with customers in order to deliver the service or the program for which they are working. Needless to say that they can mostly work on the social welfare side. I mean there are the situations in which they deal with the selling products and services like hospitals and the dispensaries but the ultimate objective is the mission they work for and that is social welfare. So as you can see this is a little more convoluted and has the one additional layer in comparison with the for profit area and this is what makes the job of marketing managers a little more challenging. Because of this challenge the NPOs are different from the commercial organizations. The second factor which causes the differentiation between NPOs and commercial organizations is the factor of public scrutiny. The fact is that this factor is an extension of the one I just talked about. I mean because of the support mechanism on which NPOs could have to depend a lot they look up to the donors and donors keep coming back and back over and over again. Here again they involve themselves in order to assess and gauge performance of management during different phases. The members of the board could also involve themselves a lot just in order to do what donors also do so that the organizations get under a very high level of scrutiny. Now this is not to say that this is something negative. This certainly has a very positive side to it. Because of the fact that it takes a very long time for the mission to be completed managers could have to undergo a lot of stress during different stages of the implementation program and the fact is that when donors and board members involve themselves it is not really intervention it is involvement. So from the positive standpoint we should be looking at the whole thing as involvement and engagement and not interference and intervention. When we look at the whole thing from that standpoint we realize that managers get a lot of support from the board members and donors. Again needless to say that donors and board members are the people with a lot of socio-political clout in most of the cases and therefore they are the ones who really help NPOs achieve many of the objectives and help them overcome many of the hurdles and stumbling blocks which they may find while they deal with different agencies especially governmental agencies. Because of the red tape and because of the procedural rigmarole the managers from the NPOs have to go through with all those layers of the red tapeism and board members and donors come to their rescue and help. So from that standpoint it is a very positive thing that happens and it also takes a lot of responsibility and encumbrance from the managers who are not solely held responsible for the outcome because the board members and donors keep engaged throughout the whole process of implementation. This is where the importance of developing good relations with the board members and donors come in. As part of the one topic I did talk about the necessity for developing very good working relationships with the donors and the board members because it is helpful for the organizations. Therefore it is a great challenge for the management of NPOs in particular the marketing management of NPOs to develop good working relationships with the donors and board members. This brings in a lot of transparency and this brings in a lot of confidence and support to the working managers. The third factor which again is extremely important as the preceding to I have just talked about is the level of desirability of marketing. What this reflects is a negative thinking on part of the board members and the donors that the applicability of marketing is not really as essential in the NPOs sector as it is generally portrayed. This is a very myopic kind of an approach which can hurt NPOs and not help them at all. If they think that marketing is not essential only because it incurs a lot of expenditure then they are at a loss to understand the benefits which applicability of marketing brings to NPOs. This kind of negative thinking is on the wing nowadays but still there are skeptics who think that the marketing is not really needed. What really are the reasons which dissuade these people from believing that the marketing is absolutely essential and it should occupy a very central role in the overall management of NPOs. There are two factors one is that marketing is all about advertising and promotion. The second factor is that of marketing research which they find very intrusive. Now let me explain these two sub factors of the desirability of marketing factor. Number one marketing is all about advertising and promotions is a very short-sighted approach because these people do not seem to have grounding in marketing. Even if they do not have a solid grounding in the area of marketing they should be able to understand and appreciate that applicability of marketing in its entirety, in its composite form is what an organization really looks for and what an organization really needs. Just looking at advertising and promotion is a very myopic approach. It presents marketing in a very truncated form. It is just one ingredient in the overall recipe that we use to apply principles of marketing because we are just talking about advertising and promotion. We are not talking about the total offering that we have to talk about different programs for which we exist. We have different purposes, I mean different organizations have different purposes to serve and therefore different missions to follow and whatever is the purpose and the mission of the organization that has to be presented to all the stakeholders in a well-packaged form. Just like on the commercial side you come up with a product which looks very attractive and then you price it in a very friendly way that consumers are attracted and then you distribute the product in a way that the customers find it convenient to go and buy it and then you promote that product in order to persuade and convince your customers that that is the right product and they should buy it in preference over competitors products. But that is not the case in NPO's. It may be the case that NPO's are operating in a very competitive environment and there are so many different NPO's working with the same purpose but the fact remains that the product or the offering or the marketing program that they are working on has to be presented to all the stakeholders in a very composite form as a well-packaged offering or a well-packaged product. At the same time they have got to be very sensitive about distribution of that product. For example, if you were part of a blood bank would you expect all the people to come to you to donate blood or would you like to have different units in different parts of the city where people find it convenient to go and give blood? I think you'll go for the latter because that amounts to having good distribution and by the same token when you are pursuing your customers in terms of advertising and promotion you have so many different tools whereby you try to convince your customers it is not just advertising there are so many different tools which you bring into play in order to come up with a mix of variables or a mix of total composite recipe in which you need to be able to effectively execute your programs. Coming to the next point which is about marketing research these detractors or opponents of marketing research think that it is expensive so again it incurs a lot of expenditure and this is something which the marketing managers already know or they should know and then they also seem to think that the market research is very intrusive in nature especially in the context of the social welfare market researchers could go to rural areas could asking poor simple village folks about their lifestyles their habits their preferences and the social values there are so many social issues which are sensitive and therefore those people are not in a position to give the right answers and in most of the cases they give erroneous answers and because of those erroneous answers the research findings are not as accurate as they should be. Well there is an answer to that and the marketing managers do have at their disposal certain tools which they apply in order to extract the right information and they also have a way to convince the people that they are there in order to alleviate their sufferings and not to add to their problems whereas people might think that the research which is being carried out might add to their problems and give them reasons to be superstitious and suspicious. The next factor is that of volunteers as you might know NPO's could find it much less expensive to go for volunteers who are willing to work for NPO's NPO's do not incur extra cost by having volunteers to work for them even if there are certain costs involved those are minimal and given the fact that NPO's could have to look outwards in order to get financial support they have a tendency to go for volunteers. The fact is that in the western markets there is a tendency nowadays on part of the youth to be involved with different NPO's and that provides them with very good working experience in the first place and in the second place it provides them to place something positive on the CV's. This is something which I talked about earlier as part of the building blocks for the overall course. The point here is that it works in both ways because the youth are attracted toward the NPO's to gain certain experience and talk about something positive on the CV's and NPO's could find it attractive because they do not really have to incur additional costs in a big way. However, there's a challenge involved here and the challenge is all about the working. Volunteers who work for NPO's are not really trained to work for the programs NPO's are executing. So in the first place NPO's could have to bring all those people into the mainstream of their operations by giving them orientation. Not all the volunteers are highly disciplined people with professional orientation and therefore it becomes quite very challenging for the managers to integrate their working into theirs thereby causing the certain problems. Second, the volunteers could may not be the very highly disciplined people but even if they have the tendency to learn and apply to the one that has been imparted as part of the orientation, if they lack discipline, they always will cause problems for the organization. So this is another challenge which NPO's could have to come to grips with while they operate. They do not have the luxury of applying carrot and stick approach which they generally do while dealing with paid staff. Since volunteers are not paid, this approach also does not work. So the challenge for managers remain to integrate these volunteers into the mainstream of their operations. The next factor which differentiates NPO's is that of the nature of exchange. This is something which is the essence of the whole course and many of the concepts that I am going to talk about and we all are going to learn are going to revolve around the value of exchange. What is an exchange in the first place? Well all I can say is that the whole marketing is all about exchanges. You pay an amount of money in order to get something in return of economic benefit and that something comes to you in the form of a product or a service. So the economic benefit which you get out of the exchange is the satisfaction of your need through that particular product or service. The question is, is this the case with NPO's? The answer is it is not. The nature of exchange with NPO's is very different. So what is it that you ask your customers for? You do ask your customers for a price and for them it is a cost but the cost may not be money all the time. It comes to the customers in so many different ways. You ask your customers to sacrifice something in return for something good. This is the essence of the purpose of NPO's. And what is that good? That good is all about social welfare. Either you change your behavior in order to be the better citizens or you change your behavior in order to help the society at large, whatever you do it is beneficial in social terms. And the question here is what is the price you ask for? Well the price you ask for in return for something good is sacrifices of different kinds and there are four different kinds of sacrifices which consumers or your target audience have to give in order to get something good in return. Number one is the economic sacrifice. This is the amount of money that you pay to a charity or the money you pay to buy a product or a service from a charitable organization and the economic benefit you get in return is you know good health or prevention of an ailment and so on and so forth. So this is an economic benefit which is very similar to that of the one to get on the commercial side. The other sacrifice that your consumers give is that of the value system. In other words, they have certain values which they harbor and are not really willing to change because whereas you as marketing managers could have the challenge to change those values because you think those are kind of negative values or not very highly positive and therefore you must be the ones to get in to pay some positive values into your consumers by having them change the old values. For example, they may have a value that a large size of the family is always good whereas you may think or rather you do think that the small size of the family is better than a large size of the family. So that you're out there trying to change that value convincing the your target audience that they should have a smaller family and not a larger family as part of your family planning program. The other value which your consumers may really subscribe to is women should not work or the women should not get into business because whereas you might try to convince them there is nothing wrong with women either working in organizations or becoming small entrepreneurs. Therefore what is happening is you're trying to change the whole value system. So in other words the price they have to pay is the sacrifice of old values in place of new adopted values which are beneficial for them. So this is the benefit they are going to get in return for an exchange of old values with the new ones. The third kind of sacrifice is saying goodbye to set behavioral patterns and attitudes for example the driving badly on the roads or smoking for example or taking drugs. You have to convince your target audience that they have to change their behavior and attitude toward the actions they are taking because those are not beneficial for them. You may have to convince them to quit smoking, be a better driver or not use drugs etc. These are the kind of established behaviors which are to be changed and the sacrifice which people have to give is the established behaviors. They have established behaviors because they get certain benefits out of those and they have to be convinced that the benefits they think are good ones are not the ones that they should look for. There are other benefits too and by exchanging the old or the patterns of the set behaviors and adopting the new ones they will be better off. This is a challenge for the non-profit managers and a sacrifice which may be perceived on part of the target audience. The fourth kind of sacrifice is about time and energy. Let's go back to the factor of the volunteers and they will know that the people have to give time which again is money and they have to spend energy in order to work for a certain organization. Likewise we have the ad hoc directors and they also are going to spend a lot of time and energy when it comes to working for an NPO. So this is a case of sacrificing time and energy. Under these circumstances and in relation to this particular factor we also have to look at the benefits which the people think they derive by changing their behavior. While they go for the exchange what is it that really motivates them to change their behavior? Well the benefits that could come to them in so many different forms of which three or four are very important. They might perceive psychological benefits, they might think that the benefit is in the form of being something good to the society which is basically their social responsibility and because of being wealthy they have to do something for the society at large and the benefit could also be perceived as a religious obligation. Marketing managers could have to be smart and very analytical when it comes to pinpointing the kind of benefits which target audience thinks they are getting out of the exchange because by differentiating these benefits they will be in a position to segment their market. Now this is a factor which really underlines the importance of the applicability of marketing as a composite concept. If we go back to the factor of desirability of the marketing which is challenged and questioned by many stakeholders I think we get the answer here. How can we proceed with the application of the marketing principles in their total form and shape until we understand what are the segments we are approaching because there are people within the overall population or your target audience who look at the benefit in the different forms. For example, one segment may look at the whole thing of giving donation as something socially acceptable and socially elevating as a matter of fact. They might think that they improve their self-image and they get a lot of importance in the society by giving big donations and in that particular instance what NPOs might do give publicity to that particular segment of the market and those individuals within that particular segment who are after publicity and who want self-importance and elevation of social status. Then at the same time there could be a segment within the target population which is very submissive and which subscribe to the religious values and men never like to be publicized as the ones giving huge donations. So you deal with two different segments in two different ways by having two different marketing approaches because you are managing two different segments. So coming back to the importance of application of marketing principles in a composite form, this is the one example and this is a challenge as a matter of fact which the marketing managers have to deal with. In commercial marketing things are very different because consumers could generally derive one kind of benefit which is economic in nature. Marketing managers at NPOs therefore have got to be very conscious of determining the kinds of benefits their target market perceives deriving out of the exchanges because only in that case they will be able to come up with accurate segmentation and in order to be able to do that they have to carry out market research. So that negates the point of opponents of the marketing research which I talked about earlier as one of the factors differentiating NPOs from commercial organizations. The next factor which is a differentiating one is the lack of relevant information. This again relates very much to the necessity of the marketing research in the sector of the NPOs. The fact is that marketing research within the NPO sector takes on an added importance because of the fact that you have to unearth and reveal the social behaviors and the attitudes and perceptions and preferences of your target audience in the context of social welfare and not in reference to the use of a tangible product. So that really makes the job of the marketing research absolutely essential in the NPO sector for every different purpose and every different mission that you have to carry out research in order to reveal these attitudes and behaviors so that you can offer them better exchanges and it is possible only by having relevant information which generally is lacking within the sector. In the commercial sector conversely there are so many sources of laying your hands on information which comes to you within the form of publications and in the form of experience of the managers working for the organization in the form of a collective experience of your distributors and traders dealing with the organization and so many different factors. This is not the case with NPOs because you are working for something very highly specialized and different for which you have to carry out primary research in order to know what is it that really takes your audience to change your behavior. And before they can change their behavior you have to determine what is it that makes them behave in the way they do. So therefore the absolute need for marketing research. The problem here is that in many developing countries carrying out research is a big challenge for managers for the reason which I cited earlier. There are many respondents who look upon the marketing research as something presenting more problems than it solves because of the thinking that it is intrusion into their privacy. In particular when you are dealing with people from the rural areas in the developing countries and you are working on sensitive issues like family planning, immunization of their children and HIV aids just to decide a few of the very important world-renowned NPO sector initiatives. And working on those you run into the people who are not really willing to respond to your questions because of certain values embedded into their social system. It is part of the social system either not to interact with the outsiders or not to give them correct information on your lifestyle or your social values, your habits and your attitudes. And that is why the market researchers have a lot of problems dealing with these kind of respondents. There has to be an answer to this kind of a predicament. And the answer lies in making use of certain market research techniques which are conducive for carrying out this research under the kind of circumstances I just cited. One such technique is known as the market-oriented ethnography. This is the kind of research tool which is applied in order to reveal all those factors which influence social cultural values of a certain ethnic group. So you try to reveal their habits and their social values on ethnic lines. How do you do that? A big question. You do that with the help of informants. Informants are the people who are part of that particular group, but who are smarter, who are a little extroverted, and who are also educated, and who are reliable to get you the information you're looking for. Therefore, it is a very big task to go for the right kind of informants because in the absence of them, the exercise is not going to be accurate. It may still be erroneous. The other marketing technique that the managers have at their disposal is observing respondents when they come to the point of consumption. The point of consumption is where the exchange takes place and marketing people are dealing with their respondents. Their behavior and attitudes at that time reveal a lot. And although it is for the future reference, but nevertheless, the marketing people have a lot of accurate information which is a reflection of how people behave. But while they talk about their values and their preferences, their attitudes, because at that point, they practically reflect all that. So it is upon the marketing people, rather research people, to be very smart at analyzing the right kind of behavior which is going to arm them with the right kind of information for future reference. The next factor is the factor of reversal of attitudes and behaviors. As the terminology suggests, the basic job of the marketing people within the NPO sector is to completely reverse the attitudes and behavior of their target audience. And needless to say, it is a huge task. They have been underlining over and over again. They have to convince the people about new behaviors which they think are more beneficial for the target audience. It is much less difficult to have your target audience develop a preference for your brand of product in relation to the competition than having all those people quit their established behaviors, change their value systems, and give all those kinds of sacrifices, all I talked about in exchange for something which marketing people think is good for them. So what is the equivalent of this kind of a situation on the commercial side? On the commercial side, the managers come up with all the variables of the marketing mix and give a good product which is well-packaged, which is very well-priced and widely distributed and is supported by good promotional programs. This is how the marketing people come up with something very appealing. Conversely, on the NPO side, they have to bring into play the variables of marketing mix, just like their counterparts that they do on the commercial side, but with a lot more challenges and skill and efforts. And these challenges, skill and effort, could basically emanate from the kind of challenges, all the challenges that I've been talking about so far. You really need to educate your people, first of all, the efficacy of a program, and then follow that with a very effective communication program in order to reinforce that education. Let me give you one very simple example of which we'll clarify what I'm talking about. If you were to work on a program of prevention of the ailment, which could be diarrhea, you first of all would like to educate to your target audience about what diarrhea is all about. You have to educate them and convince them that diarrhea could be life-threatening. And in order to prevent this ailment from taking place, you have to take ORT, which is Oral Rehydration Therapy. And ORT is something which is going to take care of this problem. It is good, it is effective. And you also have to educate them about the fact that in the absence of ORT, diarrhea might cause death. Because it is life-threatening. So this is the kind of program which you should be coming up with in relation to the purpose which you are serving and the mission you are following for achievement. May it be a prevention of the ailment case and may that be immunization case or may that be conservation of energy or water case, whatever it is, because you've got to educate your target audience about the desired behavior, so that they become influensible and start taking the action which is desired of them. After having heard the whole narrative, I'm sure you will agree with me that NPOs are different from commercial organizations. And the differentiating factors basically emanate from two major dimensions. One is the special purpose of the organization for which NPO exists. And the second is the support mechanism which makes it very important for NPO's to depend on donors and funders. It is a lifeline for which they have to seek the outside support and they just cannot survive or sustain themselves until the time they get the kind of requisite funding which they get from the government, international agencies and different associations, the foundations, the individuals and also from the corporate sector. So, flow out of these two major dimensions, all the factors which I talked about. Number one that NPO's could have a donation to the seeking character which makes them depend upon the donors and funders and that really underlines the need for the managers to be very good at developing relationships with the board of directors and the donors. And they should rather look at the whole thing in a very positive light and not negative. If they think negativity is creeping into the whole equation that they can always take up the matter in a very subtle manner with the people who are concerned, meaning the board of directors and donors. The second factor is all about the level of scrutiny. The level of scrutiny of an NPO is very high because of the fact that it takes very long time for the mission to complete because NPO's are not working for profitability, they're not selling tangible products which at the time of the sales transaction complete a certain process. Could the NPO's work in a very different way and the involvement on part of the stakeholders to the meaning board members and the donors has got to be at a very high level and that again should be taken in a positive light because it solves the more problems I personally think than it creates and therefore again the managers have to be good at cultivating board members and the donors. It provides them with a wonderful opportunity to have insights into how donors work. Donors as you know are governments, governmental agencies, and other private sector corporations although it is also very important for those people to have very acute kind of insights into the working of NPO's but NPO's in the first place have got to have the first hand knowledge of how those people work so that they can use them to their advantage and then there's a factor of desirability of the practice of marketing. It goes without saying that we have to give marketing a very central role for the reasons that I gave you as part of my narrative and the fact is that you people are educated enough to know what I'm talking about and the importance of putting all the variables together and to come up with an effective and compatible recipe can hardly be emphasized and you do appreciate that, I'm sure about it. Then we have the factor of the volunteers because we have to see to it that volunteers who come to the organization are fully integrated into our operations, into the mainstream of things that we do day in and day out. And then we have the factor of the nature of exchange and that is the essence of whole marketing practice within the NPO sector. We have educated ourselves about the price that our target audience gives to get something in exchange and that price comes to them in the form of different sacrifices. They sacrifice money, they sacrifice time and energy, they sacrifice a value system and they may sacrifice established attitudes and behaviors. We also have educated ourselves about the fact that the information we require in order to be effective for the marketers is never complete and the more so is the case in the NPO sector than it is on the commercial side. We really have to follow the practice of the marketing research and the short come up with a set of continuous programs which can enable us to reveal all that and we need to know why people act the way they do because only that way we can come up with programs that will change the way they think and do things and that is the ultimate objective of NPO marketing to have the behavior change in favor of the purpose of the organization. And then we also have educated ourselves about the fact that we need to educate our target audience and then reinforce the educational programs with the help of communication to make sure that the target audience fully understands what we have come up with and whatever we are offering is going to solve the problems and is not going to create problems because we have to overcome the misperceptions and superstitions to be very precise of the target audience. And in order to be able to do all that we as managers have to have very special and unique marketing insights into the area of non-profit sector only then can we succeed as effective marketers. Thank you very much and I look forward to talking with you again.