Book Review

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Althoughboth for-profit and not –for-profit marketing aims at attaining thesame results of increasing revenue for the organizations, the twomethods are different in terms of the process involved. Profitmarketing method focuses on influencing customers into purchasing theproducts to serve their needs, while not-for-profit marketing methodaims at influencing donors to give funds to help in solving the needsof others (Wymer,Knowles and Gomes 3).Service learning is a method that is used to integrate learning withthe real world by having students participates in community service.Contrary to service learning, volunteerism is only based on providingservices to the community to solve particular needs. Students cancollaborate with nonprofit organizations to help in improving thewellbeing of the community by engaging in solving different problemsin the community.

Thisbook review examines the marketing methods, learning service and roleof non-profit organizations to the community.

Discussthe similarities and differences between for-profit and not-forprofit marketing.

Oneof the similarities between for-profit and not-for profit marketingis that both tactics are geared towards increasing the amount ofrevenue in an organization. For a non-profit organization, thenonprofit marketing methods are used to improve the image of theorganization so as to attract more donors to raise more money to fundvarious projects in the community. On the other hand, profitorganizations use for-profit marketing methods to attract morecustomers so as to boost the level of revenue by having morecustomers purchase their goods and services offered by theorganization. Another similarity on the two marketing methods is thatthey can both use similar marketing techniques and methods. Profitbased organizations use different methods such as marketing mix,market targeting, branding and public relations these same methodscan also be applied by nonprofit organizations to influence donors.Additionally, both marketing methods use same media in passing theirinformation to their target audience. For instance, both profit andnonprofit organizations can use TV, radio, print and social media topass their message (Wymer,Knowles and Gomes 5).


Accordingto Wymer,Knowlesand Gomes (7),nonprofit marketing aims at promoting the products offered by anorganization through the use of different marketing techniques toinfluence the customers. It is by engaging the for-profit marketingthat organizations are able to attract more customers into investingon the products offered by the company. The marketing techniques usedhelps influence the customers to understand more about the productsand its values in solving the need or desires of the customers. In anonprofit environment, marketing is based on showing the values ofthe work that the organization is doing in the society. Unlike inprofits organizations which focus on selling goods and services,nonprofit organizations are more focused on creating a positive imageand value of the organization thus making organizations to attractmore donors to support the different projects. Contrary to profitsorganizations which aims at reaching customers with particular needsthat can be met by their products, nonprofit organization focus oninfluencing people to see the needs of others and thus offer theirsupport.

Whatis Service learning and how does it differ from Volunteerism andCommunity Service?

Servicelearning is a form of knowledge that involves integrating academiccontext with the community service in order to enhance the learningexperience. The meaningful community services helps to increase thelevel of understanding for students and how to apply the knowledge tohelp communities. Unlike service learning, volunteerism is morefocused on offering services to help communities without any academicconnection. This means, volunteerism is meant to achieve the outcomesintended and the students do not have to gain any academic-connectedexperience. The difference between service learning and volunteerismis that in service learning, the impact is measured based on theexperience and the reflection gained by the students, whilevolunteerism is only based on the hours spent on the services and theoutcomes of the services.

Howmight students benefit from a service-learning type of experience?How might this experience help achieve career goals?

Serviceslearning are a good method of integrating the experience to the realworld. Because of the experience that students are taken through whenengaging in a given service, services learning provide vividexperience to the students. By engaging in service learning, studentsare able to enhance their learning experience in addition toimproving their social skills. Services learning create a goodopportunity for the learners to apply the knowledge they have gainedin class in the real world (Allisonand Kaye par. 7).It is also a method that helps students to gain more understanding ofdifferent cultures and a link to the engagement in community servicesafter school. Apart from integrating the experience with the academicrequirements, service learning helps to increase the level ofsatisfaction through the services rendered to the community.

Howmay completion of a service-learning project afford the student moreawareness of the cultural and/or ethnic diversity issues within anon-profit organization and the community?

Non-profitorganizations help in running various projects in the communityproviding a good platform for the students to participate in theservices. By engaging in the community services with non-profitorganizations, students get the opportunity to learn more about othercultures. Community service involves different people workingtogether as team in solving a given need in the community. As theywork in a team with other people, students learns to appreciate othercultures and their practices. By the completion of service learning,students get more understanding about other cultures thus become moretolerant to cultural diversity in their community and their workplacein future (Allisonand Kaye par. 13).

Identifyand discuss three important ways non-profit organizations benefit acommunity. Provide examples for each.

Nonprofitorganizations play a significant role in improving communities’wellbeing by identifying the problems and helping in solving theproblems. Non-profit organization starts with identifying a need inthe society before organizing donors to fund to the services to solvethe need. Nonprofits organizations such as the Red Cross help insolving a helping people affected by a calamity such as hunger,natural disaster or any other disaster. For instance, during the2005, the Red Cross helped in providing a huge support of quickrelief response to the affected people by providing them with foodand evacuations.

Withrising issue of homelessness in the U.S, the nonprofit organizationshave played a vital role in helping the homeless by providing themwith food and shelter. Church based organizations helps providing theneedy in the society with scholarships and other opportunities toimprove their lives such as capital to start businesses.

Nonprofit organizations also help the government in dealing with socialproblems such as crime in the country. This is achieved by eitherteaching the young people on how to avoid clashing with the authorityand how to avoid committing offences. Additionally, non-profitorganizations such as Hope for Prisoners, helps in rehabilitatingex-offenders in order to help them live a normal life aftercompleting their sentence. It offers programs that help both femaleand male ex-offenders to integrate back to the community and embraceproductive activities.

Reflectingon what you learned about cultures from the Global Marketing Chapter,identify two countries (other than the US) you believe have a strongculture of volunteerism. Explain why.

Aculture of volunteerism is based giving time and other resources tohelp other people in the society. This can including engaging in acommunity services geared at providing solution to the problems inthe society. With 44% rate of volunteerism, the United States isamong the countries with the highest level of volunteers across theworld. Other countries with a strong culture of volunteerism areCanada and Myanmar (Burma), Uzbekistan. In Myanmar, the culture ofvolunteerism is deeply rooted into the religious culture of thecountry. The Buddhism religions emphasizes on the need to providing ahelping hand to the needy in the community as a way of care for thewellbeing of others (Wymer,Knowles and Gomes 22). Canada is also ranked high in volunteerism because the volunteerismis a culture that has been exercised by the people since the foundingof the country. Volunteerism in Canada involves providing time toserve the needs of other people in addition to giving support to thecharity organization. Canada shares boarder with the United Statesthus has managed to gain much cultural influence from U.S includingadopting a culture of volunteerism.


Marketing aims at increasing the revenue of an organizationregardless on whether it is a profit or nonprofit organization.Nonprofit marketing at influencing donors to take part in solving theneed of others while profits marketing focuses on showing thecustomers on how they can benefit from the products offered by theorganization. Nonprofit organizations plays important role in thecommunity because they identify and help in providing solution to theproblems facing the community. When students engage in servicelearning by offering community service, they learn how to integratewith different cultures in addition to learning on how to apply classwork in the real world. On the other hand, volunteerism is only basedon solving a given problem in the community without basing it onacademics.


Allison,Mike, and Jude Kaye. &quotEight characteristics of nonprofitorganizations.&quot CompassPoint Nonprofit Services,2000.

Geringer,Susan D. &quotThe effect of demographic variables upon universitystudents’ service-learning experiences in marketing.” 2013.

Wymer,Walter W., Patricia Knowles, and Roger Gomes. Nonprofitmarketing: Marketing management for charitable and nongovernmentalorganizations.New York City, NY. Sage, 2006.