Uncontrollables

Technology

There are new technology implications for running offices and providing services in the non-profit sector. For example, online shopping could mean that disabled people shop from the comfort of their own home, so your Dial-A-Ride service will have to adapt to the different needs of your customers.

Government policy

The UK Government's Care in the Community policy meant the closure of many long-stay institutions for people with learning disabilities and mental health difficulties. It has also opened up new markets for housing providers to offer care.

Keeping a close eye on policy developments, and their potential impact on your organisation, is vital if you don't want to be left behind as your competitors move swiftly to adapt to change and to grasp emerging opportunities.

Legislation, too, can create new openings for charities. When legislation was introduced to launch a national lottery, few charities anticipated the effect it would have on their fundraising. Anticipating and monitoring change is an important part of marketing.

Competitors' activities

The threat of new competition is ever-present. There will almost certainly be other organisations doing similar work, or who also specialise in your field. If one of them sets up a service in direct competition with yours, your funding and service will be threatened. Increasingly, competition is coming from both the private and public sectors, as competitive tendering for services grows. You might find yourself competing with brand new competition from either of these sectors.

Trends

Trends can present charities and voluntary organisations with new marketing opportunities. Campaigning organisations can tap into the public's interest in a particular issue and meet their need to take some kind of action.

Successful marketing depends on knowing your market, having a clear picture of your competitors and what they are up to, and looking out for the uncontrollables. It also relies on your ability to respond to these uncontrollables by seizing opportunities and anticipating threats. Do all this and you will be better placed to cope with the difficulties the market place throws at you.

Find out more about other marketing issues and examples in the In more depth section.