Although marketing normally conjures images of profit-oriented businesses hawking services or
products to end consumers, clearly not-for-profit organizations also need marketing to succeed.
organizations seek to service end beneficiaries outside the organization, e.g. burn victims at a Shriners
Others seek to service each other, e.g. club members of the public speaking educational
organization Toastmasters International.
For these organizations, money simply serves as a material
means to the spiritual ends of the organization rather than a material end in itself.
still require material values in order to actualize their spiritual values.
Marketing their benefits
effectively and appealing to the values of their target "cash supply" audience serves that purpose.
Human beings stand apart from other species as possessing a rational faculty.
Unlike the lower
animals, humans can reason in highly abstract ways, relating empirical concretes to rational
abstractions up and down the chain of logic.
Whether they choose to do so or not falls entirely within
the realm of human volition.
Those able and willing to reason in this fully objective, highly effective
manner generally prefer to interact with other such thinkers for intellectual stimulation and emotional
They often find spiritual meaning in productive work and seek others of similar mindset as
"soul mates" of friendship.
Unfortunately, nearly all such "soul mate" organizations throughout history have built themselves
around precepts of faith rather than reason.
Not only churches, but even many service organizations
have done this.
The few organizations that have sought a fully secular basis for activism have usually
arisen still allowing their religious enemies to set their agendas.
For example, American Atheists
typically only garners public attention when it files a lawsuit to stop an improper religious incursion
into political issues.
Moreover, various freethought clubs usually spend meeting times bemoaning the
latest outrage of religious faith such as Muslim terrorist bombings rather than exploring, defining,
actualizing, and disseminating a fully objective, rational moral code.
Among the numerous outspoken secularists throughout recent history, Ayn Rand represents perhaps
the only one to define and deliver an objective ethical system.
She called her philosophy, aptly
She illustrated her philosophy in dramatic form through her four novels:
, and especially
Her later nonfiction works
further elucidated her ideas.
After her death in 1982, her protégé, Leonard Peikoff, presented her
philosophy in systematic form in his 1991 book
Objectivism: The Philosophy of Ayn Rand
powerful philosophy offers a complete system for living for those who take the time to chew, digest,