Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study

Pope, Jennifer A.; Isely, Elaine Sterrett; Asamoa‐Tutu, Fidel

doi:10.1080/10495140802529532

Cited by 118 publications

(82 citation statements)

References 25 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…However, the increase in the number of third sector organisations has not been accompanied by an equal growth in the availability of resources, therefore, NPOs are taking a more practical approach and are using techniques and processes which are more frequently seen in the for-profit sector (Randle and Dolnicar 2009). Sometimes they are less clear about the meaning of marketing, connecting it primarily with fundraising and not with communicating with clients or volunteers (Pope et al 2009). Because marketing and public policy is a subfield that involves difficult research problems involving behavioural effects there are still some questions to address, including the way people can be persuaded through the use of social advertising or other social marketing tools (Bloom 1997;Wei et al 2012;Wymer 2012).…”

mentioning

confidence: 99%

Motivation among hospital volunteers: an empirical analysis in Portugal

Ferreira

Proença

2012

Int Rev Public Nonprofit Mark

View full text Add to dashboard Cite

The purpose of this paper is to identify the different types of motivations in hospital volunteers. We present a literature review about different types of motivation and we collect data from hospital volunteers through a questionnaire. Four different motivation categories are identified: development and learning, altruism, career recognition and belonging and protection. The main motivations expressed are development and learning, followed by altruism. Belonging and protection, followed by career recognition are the least cited motivations. Career recognition is negatively correlated with age, and belonging/ protection is negatively correlated with education. That is, younger volunteers present more career recognition motives and less educated volunteers have more from protection and belonging. This study encompasses hospital volunteers and their motivations. The paper is useful to policy makers aiming to develop targeted approaches to attracting and retaining volunteers.

show abstract

mentioning

confidence: 99%

Motivation among hospital volunteers: an empirical analysis in Portugal

Ferreira

Proença

2012

Int Rev Public Nonprofit Mark

View full text Add to dashboard Cite

show abstract

“…The significance and/or promotion of marketing in the nonprofit context has also been discussed elsewhere (Andreasen & Kotler, 2008;Blery et al, 2010;Dolnicar & Lazarevski;Padanyi & Gainer, 2004;Pope et al, 2009;Sargeant, 2009;Waddingham, 2010) and goes beyond the scope of this article. This article rather focuses on the term marketing, particularly in the Japanese nonprofit context.…”

Section: Discussionmentioning

confidence: 99%

What Does Marketing Mean to Japanese NPO Managers?

Ito¹

2018

ASS

View full text Add to dashboard Cite

For the past two decades, the number of nonprofit organizations (NPOs) in Japan has notably increased. As competition for funding is tougher than ever before, marketing plays a crucial role for NPOs to seek financial and human resources and deliver social services. Previous research regarding Japanese nonprofit marketing identifies that NPOs that are oriented more toward marketing face fewer issues and perform better than those who do not invest in marketing activities. As the existing literature suggests, however, many nonprofit managers do not understand the rationale of marketing and are often biased in believing that it is a business activity for making profit that is irrelevant to NPOs. The situation may be similar or even worse in Japan as some Japanese nonprofit managers appear biased against business and may regard marketing as a means of manipulating customers and selling products. In this context, the present study examines how nonprofit managers in Japan view marketing, as their views on marketing may affect their organizations' marketing activities.

show abstract

“…The past few years have witnessed a great deal of successful adoption of Internet-based applications and services in various nonprofit advocacy activities as well as social movements (Pinho & Macedo, 2006;Pope, Isely, & Asamoa-Tutu, 2009). Social Networking Services (SNS), also referred to as social media, are known to have played a key role in leading the successful outcomes of social movements such as the "Arab Spring" and the global "Occupy movements" (Mejias, 2011).…”

Section: Introductionmentioning

confidence: 99%