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.

No abstract

F02, F23, L24,

PurposeIncreasing availability of data obtained via the internet and the proliferation of direct mail advertising provides tremendous opportunities for marketers to reach their customers. However, increased risks to the personal privacy of consumers, and attention in the media to these risks, provide unique challenges. Companies and especially direct marketers are finding that they need to change their tactics to deal with the increase in consumer concerns and privacy‐protecting behaviors. This paper aims to address these issues.Design/methodology/approachUsing the results of a multinational privacy survey, the paper examines consumer privacy concerns and privacy‐protecting behaviors in the USA and Canada. It uses factor analysis and multiple regression techniques to analyze the data.FindingsWhile consumer concerns about privacy are essentially the same between the two countries, the privacy‐protecting behaviors differed significantly. The paper also suggests that demographic variables influence a consumer's level of concern and likelihood to take privacy‐protecting behaviors.Research limitations/implicationsThe behaviors in the paper are self‐reported and therefore potentially subject to self‐desirability bias. Also, missing data limited the ability to test for the impact of income.Practical implicationsThe paper provides recommendations for marketers to address customer concerns and behaviors such as providing greater transparency and use of privacy seals.Originality/valueInternational companies face even greater challenges with regard to privacy issues and related customer behaviors due to cultural and governmental policy differences. This paper provides some guidelines for companies that need to provide privacy protection to customers from a variety of cultures.

Purpose The purpose of this paper is to analyze the factors that influence the level of satisfaction or festival attendees and how that influences their intention to return. The impact of other factors such as past attendance and distance traveled to the festival were also examined. Design/methodology/approach The data for this study were collected using an online survey from attendees at a LaughFest™, a comedy festival hosted as a fund and awareness raiser for a non-profit organization (NPO) in a medium-sized Midwestern city. The data related to reasons for level of satisfaction and intention to return were coded into dichotomous variables, and along with income, gender and distance traveled to the event were analyzed using logistic regression. Findings Of the factors that impacted satisfaction, performers, venue, and ticket prices were found to have the largest impact on intention to return, with negative experiences having a greater impact than positive. Previous attendance was also significant with regard to intention to return. Practical implications This information will allow this festival’s managers to target specific areas for improvement to increase the rate of repeat attendance. Originality/value This paper aims to contribute to the literature addressing specific factors influencing level of satisfaction and how those factors impact intention to return by examining them in a comedy festival that is also a fund and awareness raiser for a local NPO. There are few studies examining this aspect in regard to this particular type of festival.