Evict Radon enables the research of medical doctors, biologists, geologists, and population health experts (to name a few) with a strong record of innovation, public outreach, and cancer prevention research (Evict Radon, 2019). They aim to build the essential knowledge needed to ‘evict’ radon as a future source of lung cancer, saving lives and healthcare costs (Evict Radon, 2019). Evict Radon is a non-profit organization that campaigns to bring awareness to the hazards of radon emissions in homes, while providing testing kits and conducting ongoing research between radon and cancer.
Non-profit organizations are embedded in continuously changing political and fiscal environments and operate in multiple governmental jurisdictions, provide services across geographic areas, and advocate in complex policy fields (Fyall & Allard, 2016). Policy advocacy is an important tool that non-profit organizations use to build relationships with the public, as well as public officials to bring awareness to their fundable missions. Through advocacy, non-profit organizations work to promote policies affecting their constituencies, maintain public funding, or strengthen the non-profit sector as a whole (MacIndoe & Beaton, 2019). The most resourceful public administrators will look to a non-profit organization as a resource to inform policy creation that impacts non-profit constituencies (MacIndoe & Beaton, 2019). This provides non-profit organizations with greater accessibility to the policy process, and effectively opening the political opportunity structure. By opening the political opportunity structure through policy advocacy, non-profit organizations can also develop their cohort of funding organizations to keep them in operation.
Without a doubt, as with any industry, non-profit organizations have competitors too. Two different organizations might compete over a related cause and target audience, and as a result, each organization would have to take a different approach (Shin, 2016) and organizations that are not able to gain public support, don’t make it. Non-profit organizations are competing against other organizations for attention on their mission and why they deserve the support. Donors don’t necessarily benefit from the non-profits, so organizations are built upon the concept that individuals will readily give resources to help others and competition results because they’re all looking at the same person or organization for help (Shin, 2016).
Financially, Evict Radon’s funding consists purely of awarded Grants. This is in part of belonging to the scientific research community. In the past two years of operation, Evict Radon has received two main Grants; the Alberta Real Estate Foundation (year 1, $250,000 and year 2, $500,000+) as well as $100,000 from Health Canada over a four-year period. Non-profit organizations must invent new ways to raise funds each year, and even though their themes and target corporations may change each year for sponsorship, their funds tend to stay the same over time (Fritz, 2019). Much of the income for non-profit organizations comes from fees for services or sale of products. Evict Radon currently sells radon testing kits, but is doing so through a third party, therefore not making any profit from these sales. Non-profit organizations also obtain funds through charitable contributions, corporate philanthropy, local and federal governments, federated funds, grant-making public charities (as Evict Radon has), foundations and fundraising (Fritz, 2019). Being an organization that conducts university led research, Evict Radon has greater access to Grants than the other above mentioned means of funding.
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Although we were unable to obtain Evict Radon’s annual report at this time, it would probably be geared towards donors and foundations. A non-profit organization’s annual report should show the organizations commitment to transparency, and explain their mission, progress and outcomes. Different from your “typical” industry, a non-profit organization’s annual report should communicate the success and financials in a visual way
Evict Radon, being a non-profit/advocacy organization, is actively transitioning into the public health sector. By bringing awareness to the local and eventually global population, Evict Radon plans to protect the public from potentially preventable cancers caused by radon emissions.
Public Health Sector
The public health sector protects the economy from terrorism, infectious disease outbreaks, and natural disasters. With the majority of the sector’s assets being privately owned and operated, collaboration and information sharing between the public and private sectors is essential to increasing resilience of the public health infrastructure. The public health administration has a market NAICS code of 923120, which states that “this industry comprises government establishments primarily engaged in the planning, administration, and coordination of public health programs and services, including environmental health activities, mental health, categorical health programs, health statistics, and immunization services. Government establishments primarily engaged in conducting public health-related inspections are included in this industry.” (2017 NAICS Definition).
However, marketing itself is not well understood in the public health sector. As the relationships and collaborations between businesses and private and government public health organizations grow stronger, marketing strategies are beginning to increase in many of the public health sectors (Bernhardt, 2006). The four functional categories of marketing can still be followed in both non-profit and public health organizations. These categories include product design, research and development, product production and packaging, product distribution and customer relationship management (Bernhardt, 2006). There is an importance in linking customer research to effective marketing programs, as well as access to audience-specific databases for developing messages and campaigns (Bernhardt, 2006). This can be true for non-profit marketing strategies as well – with an emphasis on communication and relationship building.
Like the healthcare industry, the public health sector has a very broad range of customers, with services delivered in the home, the community, the workplace, and in healthcare facilities. The customers benefiting from the public health sector include, but are not limited to, infants and children, middle aged men and women, and the elderly of all backgrounds and socioeconomic statuses. It is through health marketing and understanding the diverse customer population that the public health sector can achieve their vision; a world where all people actively use accessible, accurate, relevant, and timely health information and interventions to protect and promote their health and the health of their families and communities (Bernhardt, 2006).
- Bernhardt J. M. (2006). Improving health through health marketing. Preventing chronic disease, 3(3), A73.
- Evict Radon. (2019). Who are we? Retrieved from https://evictradon.ca/about/
- Fritz, Joanne. (2019). How nonprofits generate revenue streams. Retrieved from https://www.thebalancesmb.com/where-do-nonprofits-get-their-revenue-2502011
- Fyall, R., & Allard, S. W. (2016). Nonprofits and political activity: A joint consideration of the political activities, programs, and organizational characteristics of social service nonprofits. Human Service Organizations: Management, Leadership & Governance, 1, 26. doi: 10.1080/23303131.2016.1267054
- Macindoe, Heather & Beaton, Erynn. (2018). Friends or Foes? How Managerial Perceptions of the Political Opportunity Structure Shape Nonprofit Advocacy. Public Performance & Management Review. 1-31. 10.1080/15309576.2018.1498362.
- North American Industry Classification System. (2017). United States Census Bureau. Retrieved from https://www.census.gov/cgi-bin/sssd/naics/naicsrch?code=923120&search=2017%20NAICS%20Search
- Shin, C. (2016). Understanding competition and partnerships in the nonprofit sector. Retrieved from https://nonprofithub.org/human-resources/understanding-competition-partnerships-nonprofit-sector-ft-derrick-feldmann/
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