The Study On The Image Marketing Of The Non-profit Organization

Non-profit Organizations image marketing is an important way that the non-profit organizations get rid of the current fund-raising difficulties to survive. The marketing image of non-profit organizations and corporates has both the same and different. They have the same marketing tactics, but have different marketing objectives, goals, mission, main body and products. Based on the analysis of similarities and differences between them, it defines the non-profit organizations image marketing connotation. Analyzing the four powers of the non-profit organizations image marketing showes that there are needs and possibilities for non-profit organizations image marketing.Non-profit organizations are different from profit organizations such as enterprises. So there is possible to prevent non-profit organizations image marketing into errors, such as equating the non-profit organizations image marketing with the enterprises image marketing, equating the non-profit organizations image marketing with the commodity packing, and lacking the non-profit organizations image marketing strategy.Against the mistakes and reasons of the non-profit organizations image marketing, This paper proposes to accurately grasp the non-profit organizations image marketing and corporate image marketing, excavate the cultural connotation of non-profit organizations in-depth and construct the non-profit organizations image,and so on. Among them, building a complete image marketing strategy of the non-profit organizations is the core area.Non-profit organizations image marketing is the implementation of a project. Because it is different from the enterprise, so it is necessary for non-profit organizations to reshape the image of non-profit organizations marketing process. Analyzing the macro and micro environment of the non-profit organizations image marketing is the premise. In order to reach the goal of non-profit organizations image marketing, non-profit organizations should first localize image, then design the image of non-profit organizations, and last promoting the image out by the way of using the media channels and public welfare activities.After setting up the image, non-profit organizations should manage its image,including property rights protection and some crisis response strategies.Finally, this paper studies the typical case that it is 1,030 anniversary of Yuelu Academy, and the 80th anniversary of the Hunan University naming ceremony. This paper points the"preservation"of non-profit organizations image marketing.