Any entity could be a social marketer, but as you state in your post, a non-profit is specifically is there to not make a profit for any shore-holder, but rather to provide a service (many times to less-fortunate people).

I don’t know why, perhaps it is my capitalist mindset, but if you say non-profit, I connect a negative connotation to it. But then if you say a church is non-profit, or the Red Cross is non-profit, et al. then it becomes okay again. So, I don’t know?

I guess according to my own definition, a non-profit is what a company is, whereas social marketing is what a company does.

Ta