Charities or interest groups need to attract supporters, who offer both financial support and participation, to achieve their overall goal of influencing public affairs. They can use political marketing to help them attract and retain such supporters. Existing literature indicates they use marketing techniques such as direct mail to communicate to potential new supporters, but new research has discovered that the influence of political marketing is much more comprehensive. The most effective groups are now using political marketing to design the package they offer to supporters. They go through a four-stage process. First, the conduct market intelligence to understand what supporters want from the organisation and second, they design their product accordingly. Third, they communicate this to potential supporters and then finally deliver campaign progress and they communicate this to existing supporters. They use marketing concepts and adopt a market orientation and building an organisation designed to take account of its users needs and wants. Although such charities are often associated with non-business behaviour, the most successful groups are adopting the concepts and techniques of comprehensive political marketing as the means to increase their influence on government and public affairs.

Advertisements