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In
the changing priorities of society, business and government, the
emergence of the third sector, other than the government and the
private sector has emerged in the form of Non-Profit Sector. It
has put forth range of challenges for which the solutions lie in
the management disciplines.
The
contribution and involvement of such organizations in work pertaining
to social interest have to be ascertained. Off late in our country
and even earlier in the western world, the need is felt to incorporate
managerial skills and competence to ensure effective discharge of
functions by the Non Profit organizations, thereby, slowly lessening
the extent of burden on the state.
The
social and contextual significance of such organization makes their
existence and success crucial for any society. The affairs of such
organization should be managed professionally keeping in mind the
importance of above-mentioned attributes. In order to provide leadership
and professional touch to such an organization and its operations,
it is essential to develop a structure, which matches the organization’s
Mission & Objectives thereby ensuring effective implementation
of the same.
The
organization structure proposed is an assortment of different structures
and marketing strategies which can prove effective for such a Non
- Profit organization:-
A Flat Structure
A Flexible System
Creation of
a ‘Matrix Setup’
Division into
‘Project Groups’
Promotion of
Creativity and Innovation
The above
characteristics in the organizational structure may well create a
system which would be responsive and adaptive to the changes in the
external environment. In the mean time it should also promote super-specialization
and team spirit
The
marketing strategies specific to such Non Profit Organization should
seek primary focus on the following issues:-
Differentiation
(w.r.t. Image and Service)
Promotion
Internal Marketing
Liaison Making
The
organization should try to strike equilibrium between its existing
resources and the need of their client or customer. The whole gamut
of the marketing strategies formulated by these organizations revolves
around ‘People-Factor’, i.e., its Human Resources. Effective implementation
of various marketing strategies in such organization requires a
highly motivated ‘Workforce’. It can be developed through the process
of internal marketing wherein the employees associate strongly to
the organizational objectives. The leaders & strategists in
their own sense can further enhance it as well.
The
Non Profit Organizations should by their efforts seek to create
an organization, which is structurally and morally (through people)
committed to the cause of social good.
The
above structure shows an organization that constitutes a social
service group for e.g. an NGO working for a certain cause. An NGO
is bound to have a Club President ,an Individual who rises from
within and forms a society under the `Societies Registration
Act, 1860’. He becomes an Authorized leader and creates a management
committee represented by the members of the group who in turn appoint
committed people for the accomplishment of diverse projects. Public
Relation Officer here ensures internal cohesion in the organization
by maintaining a clear communications network between the management
and employees such as Technical People, Administrative People and
Volunteers from the Society. That includes people from outside the
group who join the NGO’s for certain short periods to accomplish
certain projects. Hands in service of mankind.
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