What if technology made marketing obsolete, what if technology enabled all 4 P’s of the marketing mix to happen with very little intervention from us marketing folks? We are not at that point today, but marketing technology is moving us closer to that point. We already have the technology to support monetary transactions (price) at any time or place. Services like Boku a mobile phone becomes a cash register, enabling users to tap a purchase that is charged to their mobile bill, no credit card or bank account involved. A similar service connects your mobile purchase right to your credit card Phoneswipe. SIM cards can even be used to transfer funds without a mobile device. In fact this technology in combination with cell phones is used by Givedirectly to send funds directly to individuals in Kenya and Uganda while keeping their marketing costs extremely low. Goodventures is a new foundation that just matched Give Directly’s campaign with a $5million dollar match of funds.
In combination with price (place) is also no longer a physical entity. We can purchase items at GAP while driving down the New Jersey Turnpike, okay that is my example. But the same goes for nonprofit’s. While riding on Amtrak I read an article in their branded magazine Amtrak Arrive, and immediately decided to donate to the cause, Oklahoma Humane Society. So at any place, anytime a nonprofit now has the ability to send a message and receive a response. Social media like Facebook and Twitter have made this possible as conduits of direct-feed information, real-time information and taking word-of-mouth (promotion) to a whole new level. One last marketing-mix P to mention is Product. When it comes to nonprofit’s most offer products in the form of a service, providing aid, support, learning a skill, caring for animals, children, homeless (vulnerable populations), or encouraging a change in behavior such as quitting smoking. One organization we mentioned in a previous conference is Blackbaud which manages to deliver solutions for all aspects of the marketing-mix.
The internet has allowed people to come together in many ways, one pertaining to nonprofit’s it the ability to volunteer. No when the mood strikes you to help out it is easier than ever to find a nonprofit that is looking for your help! One such site is Volunteer Match it provides the opportunities to find volunteer situations at some of those very nonprofit’s you found locally in the first conference.
What about those databases used in marketing, how is that data gathered? Here is an excellent Wall Street Journal article about data Gathering that data for databases. If you are not in the mood to volunteer, perhaps you are in the mood to donate money to a charitable organization. And now the decision to support or even create a charitable source is easier than ever thanks to crowdfunding. The technology that has enabled target audiences and the general public to support a cause, makes donating funds an efficient and easy process. Here is additional information on this subject that you should know about Market research and crowdfunding

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