Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study

Journal of Nonprofit & Public Sector Marketing 04/2009; 21(2):184-201. DOI: 10.1080/10495140802529532


Nonprofit organizations have grown tremendously in the last three decades. With this growth has come a greater interest from the nonprofit sector in the importance of marketing. Nonprofits did not apply marketing techniques until 1960–1970, but it is now a well accepted practice. Traditional marketing strategies do not work for nonprofit organizations, and this study proposes the development of a new marketing strategy specifically for this sector. Through the use of interviews and surveys, the authors examine issues of marketing strategy that are distinct for nonprofits. Unlike previous studies, this study examines these issues from the viewpoint of the nonprofit organization. The perception of marketing is different in nonprofit organizations, and the strategic implications of this finding are discussed.

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Available from: Jennifer A. Pope Phd, Jan 07, 2015
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    • "Consequently, RitC has over the past fifty years found themselves facing not only " business-like " challenges, but also challenges unique to voluntary organizations. These challenges have surfaced in RitC's development as they have struggled with a lack of marketing resources and poor brand recognition (Pope et al. 2009) after rejecting its affiliation with ARC; grappled with questions involving board size and mix and clarity of roles, responsibilities, and mission (Cornforth 2001); strived to balance its volunteers' needs with those of the organization (Bussell and Forbes 2006); and, developed ad hoc strategic thrusts to adapt to everchanging funding sources and a turbulent, external environment (Kramer and Grossman 1987). "
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    ABSTRACT: Competing Values Framework (CVF) has attracted attention in the organization literature but little is known about how competing values can inform development of voluntary organizations. Against this backdrop, we present an action research study into Right in the Community (RitC), a voluntary agency which provides services to developmentally disabled in Cobb County, Georgia. Collaborating with researchers and agency management, staff, and board, the study had a dual purpose: 1) develop agency’s identity, organization, management practices, and ability to plan for the future, and 2) adapt CVF to support development of voluntary organizations. Thus, we demonstrate the value of CVF for developing voluntary organizations by revealing how its dimensions of organizational focus, structural preference, and managerial concern positively informed the efforts at RitC. Also, tensions between heart and head were important and, therefore, in the context of voluntary organizations we propose to extend the CVF with a dimension of motivational trait.
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    • "Because it is a moral judgment on whether to help distant third parties––anonymous members of an outgroup––the emotional distance from those suffering poverty increases, the more accustomed we become to suffering and to placing responsibility for dealing with it in the hands of others. This difficulty of reaching an audience is expressed in the recommendation of a strategy to segment the market to maximize fundraising efforts (Pope,Isely & Asamoa-Tutu, 2009). Secondly, in the donor scenario, the appeal for help implies a feeling of guilt if help is not given. "
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    ABSTRACT: This paper applies innovative concepts (such as protest communication scenarios and moral sensitivity) to advance current understanding regarding how two conceptually different communication scenarios (donor and protest) in NGDOs advertising campaigns impact the public social engagement. The applied interdisciplinary methodology combines a discursive and a psychological perspective by means of two empirical studies based on surveys designed with the support of cultural discourse analysis (Hall, 1997). The findings support a protest communication model, which demonstrates that presenting the need for collective help for poverty in terms of an unjust situation increases moral sensitivity. These results are of interest for planning and assessing the organizational communication of NGDOs, as applying these criteria would increase the efficacy of their communication towards their education and social action liabilities.
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