Non-profit/political organisations like spreading their wings, don’t they?


After watching the two-part Al Jazeera investigation How to sell a massacre on ABC, something interesting dawned on me…

It followed One Nation Chief of Staff James Ashby and its Queensland senate leader Steve Dickson on a trip to the USA, visiting pro-gun groups/activists like the National Rifle Association (NRA), to strike up relationships that could potentially result in donations received to the party. All of this being secretly filmed by Rodger Muller (hired by Al Jazeera), posing as a front for a fake gun lobbying group ‘Gun Rights Australia’.




The aim: water-down the National Firearms Agreement (1996), an agreement put in motion after the Port Arthur Massacre of 1996.

Whilst meeting with the NRA about a third through the program, they were discussing how they respond to gun-related incidents. A strategy that they implement to combat this is to “exploit people’s anger and fear” by posting little videos on YouTube.

This results in more people buying guns, because the more they feel threatened by them, the more than want one. 


This begs the question: Does the NRA do more to create customer value for gun makers than the makers themselves?

Its strong use of social media to promote pro-gun videos creates 2 types of customer values;

-          Functional: outcome of using a gun is to protect yourself and your family

-          Sacrifice: the psychological security in knowing that by owning a gun you are protected from potential danger, despite the cost associated with gun ownership

What is also evident is their use of those videos in formulating the value proposition that NRA put forward to influence gun purchases.
The NRA show they do enhance the value of gun makers in the eye of the target customer.


Based on this then, do non-profit and/or political organisations help shape better customer value for other companies than they do themselves. 
Feel free to leave a comment below.




Comments

  1. Robert SMay 22, 2019 at 6:20 PM

    Interesting take on the NRA Matt, hadn't seen it addressed like this before. Personally I see the NRA as being their own political power due to the massive sway they hold over American politics regarding lobbying and who they publicly support.

    Regarding your question, I believe that it would be taken on a case by case basis, however you certainly have brought up a strong example supporting this theory. Another example might be the AFL and their support of Fight MND (Motor Neuron Disease) and how while at the end of the day they want a big crowd in for the particular game - hence why it is strongly promoted, the end goal is ultimately about finding a cure and the public support the AFL throws behind the initiative helps gain exposure

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    Replies
    1. A Marketing ViewMay 22, 2019 at 6:43 PM

      Hey mate, thanks for the comment. Yeah I would have to say that the AFL and Fight MND is a good example of how a company that's not political helps shape better value for another company. Think about the times that political parties endorse individuals and/or groups in Australia (Think back to the support the Socceroos got from Prime Minister Turnbull with him in a video posted on YouTube on FaceTime with some Socceroos players). It grabbed peoples attention and increases the value of the Socceroos because of the endorsement received by the PM, because more people started following the Socceroos throughout the world cup campaign.

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