Marketing in the public sector
public-sector and nonprofit communication: campaigns and behavior change, fundraising and donors, stakeholder trust, and transparency.
Marketing in public sector and nonprofit contexts operates under different constraints than commercial marketing: the 'customer' may be a beneficiary, donor, taxpayer, or citizen with no purchase transaction, and success is measured in behavior change, donations, or civic participation rather than revenue. This block adapts core marketing frameworks (segmentation, positioning, funnels) to constituencies with mixed motivations, builds fluency in the metrics that matter when conversion means a donation or a service enrollment, and covers the regulatory guardrails unique to government communications and charitable solicitation. You will learn to plan, measure, and compliance-check campaigns for missions where public trust, not just performance, is the currency at stake.
Ce que vous allez maîtriser
- Apply segmentation and positioning frameworks to donor, beneficiary, and citizen audiences with mixed motivations
- Build and interpret marketing funnels using donor acquisition cost, lifetime value, and retention metrics against sector benchmarks
- Identify applicable advertising regulations and fair-treatment rules before launching a public sector or nonprofit campaign
- Design a pre-launch compliance checklist covering solicitation disclosure, data use, and message accuracy requirements