本研究的目的是探討Kotler的社會行銷理論如何應用於非營利組織的管理。 「中華白絲帶協會」被選擇為案例研究的樣本。為了達成這一研究的目的，深度訪談和自行設計的結構式問卷被用來收集數據，並針對質量數據進行了分析，探討中華白絲帶協會社會行銷的本質。研究結果發現，Kotler的社會行銷策略成功適用於中華白絲帶協會，且這項研究的結果可以被視為其他網路安全與兒童健康相關非營利組織採用Kotler的社會行銷策略時的參考依據。 / The Purpose of this study was to explore how Kotler’s social marketing theory applies to the management of the non-profit organization. “Cyber Angel’s Pick” is selected as the sample for the case study. In order to fulfill the purpose of this study, in-depth interview and self-designed structured questionnaire were used to collect the data. Qualitative data were analyzed to explore the nature of social marketing of the Cyber Angel’s Pick. As the result of this study, Cyber Angel’s Pick has applied to the Kotler’s social marketing strategy successfully and the result of this study can be seen as a reference to the non-profit organizations relate to internet safety issues or children’s health when adopting the Kotler’s social marketing strategy.

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During the past decade, there has been a growing disgust in Thailand with opposition to eating dogs in Asia and activists have unitedly with organizations encouraged the Thai government to adopt stricter animal rights laws in order to prevent the illegal dog meat trade. One of these organizations is the Thai animal welfare organization Soi Dog Foundation (SDF), that has also contributed with a controlled dog population on the Thai island Phuket and officially made it the first rabies free province in Thailand. Since SDF is solely volunteer and donations based it becomes relevant to examine the reasons behind their success as a non-governmental and nonprofit organization in a third world country. The thesis’s speculations regarding SDF’s historical development aims to help SDF and other NGOs in Asia that share the same goals streamline their marketing. This paper is a bachelor’s thesis including a minor field study in Thailand. It is a qualitative study with empirical observation and participation that analyzes SDF’s social marketing strategies. The study also includes a multimodal analysis of the focus organization’s materials fighting the illegal dog-meat trade and smuggling. The chosen materials are published during the beginning and end of the recent decade and are examined in order to determine which semiotic and multimodal tools they have used throughout this time period to spread awareness of the phenomenon. It is also examined whether SDF composes their texts and structures their materials differently depending on the target group. The research questions are answered with the help of semiotics and analytical tools from the systematic-functional grammar method. It will be briefly analyzed whether SDF attempts to build emotional appeals into their materials with the help of a model called ‘emotional branding’. The thesis’s approach to the analysis of SDF’s communication planning is based on the contingency approach, which implies that it takes variating methods in order to achieve a goal. The Four C’s model will be used in this study when discussing strategies NGOs can use to cooperate or create the desired relationship with their nation’s government. The agenda setting theory is implemented in order to examine SDF’s social marketing strategies. The results of this thesis show that SDF has adapted their materials to the ideal layout structures in modern time throughout the decade and frequently adapts them to their culturally variating target groups. The analysis also displays that the organization uses multiple strategies consisting of multiple minor steps in order to reach a certain goal. Results imply that SDF and other NGOs should focus on social media and their relation to the public, in order to eventually affect the majority public opinion and influence the government laws regarding animal rights.

Title: Public attitudes towards the use of marketing and communication by global non-profit organizations Background: The importance of the non-profit sector and the commercialization in it is increasing. The organizations have to deal with more competition in the fundraising market on the one hand, and they are on the other hand confronted with people who are blocking the recognition of conventional marketing expressions. Guerrilla marketing is seen as a possibility to penetrate the jungle of marketing and create word of mouth about the organization and its activities. Purpose: This thesis evaluates the public attitudes towards the increasing use of marketing and communication by global non-profit organizations and investigates for which objectives the use of guerrilla tactics in the marketing and communication mix would be accepted. Limitations: Though the data for this thesis was collected through questionnaires in Sweden, Germany and The Netherlands, there are no country dependent differences investigated. Theory: Classification of NPOs; aims of NPOs; basic model of communication; dynamic model of expectations; relationship between expectation, satisfaction and donations; marketing mix; guerrilla marketing; viral marketing; live buzz marketing; promotional mix; word of mouth. Method: Survey with more than 100 participants; interview with the fundraising responsible of Greenpeace Germany Findings and Conclusions: The public accepts the use of marketing and communication and the therefore necessary expenditures for the purpose to spread the message and gain donators. Openness and honesty in the NPOs’ behaviour are considered more important than the use of less money for marketing and communication. Guerrilla marketing is not suitable for all aims of a NPO, but is accepted in order to spread the message and increase the media coverage.

Non profit organization do not focus on marketing strategy since its¡¦ purpose is not making profits; however, the numbers of non-profit organizations is increasing rapidly, it is more competitive among the organizations to share the resource such as volunteer workers, donation and service customers. Therefore, putting no efforts but just waiting for donation is no longer helpful to non-profit organizations, learning how to adapt marketing strategy to non-profit organization becomes inevitable to all the non-profit organizations. The purpose of the research is to learn marketing strategy from Eden Social Welfare Foundation. We use marketing mix to analyze its¡¦ new product ¡§Eden Oversea Working Holidays¡¨, and to see if it can help meet Eden¡¦s requirement to achieve its¡¦ goals and missions. Also, we put the case into some theories and models through literature review, try to find out the advantages and weaknesses of the product, and summarize the results in order to let other non-profit or profit organizations to refer to. The scope of the research includes recent situations of non-profit organizations in Taiwan, and most of the oversea volunteer work camps held by charity foundations. We try to analyze all its competitors and then give a brief introduction of Eden Social Welfare Foundation and the department which hold the activity ¡§Eden Oversea Working Holidays¡¨. We had an interview with manager from Public Welfare Center in Eden, and summarize the results and our findings as following: (1)On-line marketing and word of mouth is more proper if use on long-term strategy since it takes longer to see the efforts. (2) People nowadays are no longer satisfied with normal travel package. (3)It¡¦s feasible to adapt the concepts of after-sales in tour industry. (4) The best way to earn customer¡¦s trust is to let them see and join your service. (5)Inviting old customers to speak for your product not only make them feel successful but also cost less. In the end of the research, we gave some advices to Eden Social Welfare Foundation and people who want to continue the topic of research.

<p>Title: Public attitudes towards the use of marketing and communication by global non-profit organizations</p><p>Background: The importance of the non-profit sector and the commercialization in it is increasing. The organizations have to deal with more competition in the fundraising market on the one hand, and they are on the other hand confronted with people who are blocking the recognition of conventional marketing expressions. Guerrilla marketing is seen as a possibility to penetrate the jungle of marketing and create word of mouth about the organization and its activities.</p><p>Purpose: This thesis evaluates the public attitudes towards the increasing use of marketing and communication by global non-profit organizations and investigates for which objectives the use of guerrilla tactics in the marketing and communication mix would be accepted.</p><p>Limitations: Though the data for this thesis was collected through questionnaires in Sweden, Germany and The Netherlands, there are no country dependent differences investigated.</p><p>Theory: Classification of NPOs; aims of NPOs; basic model of communication; dynamic model of expectations; relationship between expectation, satisfaction and donations; marketing mix; guerrilla marketing; viral marketing; live buzz marketing; promotional mix; word of mouth.</p><p>Method: Survey with more than 100 participants; interview with the fundraising responsible of Greenpeace Germany</p><p>Findings and Conclusions: The public accepts the use of marketing and communication and the therefore necessary expenditures for the purpose to spread the message and gain donators. Openness and honesty in the NPOs’ behaviour are considered more important than the use of less money for marketing and communication. Guerrilla marketing is not suitable for all aims of a NPO, but is accepted in order to spread the message and increase the media coverage.</p>

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For the past couple of decades, third sector organisations have registered a fast growth over the world with a focus on social, economic and political concerns whilst holding a presence in public matters. This study is mainly focused on non-profit organisations (NPOs). Organisations supporting social concerns on a not-for-profit (NFP) basis. Nowadays, NPOs are a social trend where people with different backgrounds and purposes aim to get involved in. Their participation is to either assist a community or a cause (as a contributor), or to obtain assistance when being part of a community (as a beneficiary). Nonetheless, the challenges as well as the opportunities faced by NPOs are widely acknowledged in both practice and theory, with a special focus on the different organisation’s participants involved, that is, stakeholders. In order to “do the right project” whilst “doing the project right” (Williams &amp; Samser, 2010, p. 38), NPOs need the support and collaboration of stakeholders to obtain funds, operate, meet a community needs, and survive in the market. Aiming to find out how are relationships between stakeholders and NPOs managers stablished and maintained, the study analyses the managerial approaches undertaken by the organisation’s employees towards stakeholders. Further, in order to identify the characteristics of entrepreneurial project-based NPOs, the study explores the organisation requirements to properly develop within the mentioned sector. By hence, the NPO concept is analysed within the entrepreneurial context to understand and recognise the stakeholder management practices employed in such scenario. There is limited literature drawing on stakeholder management within NPOs. However, there is even less research done studying the link between NPOs and entrepreneurship. For the purpose of this study, which is to contribute to the general body of knowledge by analysing stakeholder management in an NPO within the entrepreneurship field, this study has selected a Swedish NPO as a main focus. With grounds on the existing literature discussing stakeholder classification and participation in the mentioned type of organisations, this study identifies the different groups of stakeholders and their different meanings to the organisation. At the same time, the lack of research in entrepreneurial project-based NPOs is highlighted, encouraging further research in related areas. This research is based on a single case study of an NPO operating in Sweden, given the particularity and uniqueness of the phenomenon studied. Qualitative data is collected through the implementation of unstructured and semi-structured interviews with top management team (TMT) members and managers in the NPO selected as study focus, a total of five people contacted out of twelve employees. Then data is analysed and the study findings are presented and linked to existing literature. Further, the suggestion of five propositions for further research are presented. Finally, the study conclusions are outlined, along with the managerial and theoretical implications, and the study limitations.

Tacit Knowledge Sharing and Self-Efficacy are well developed concepts within the academicfields of Knowledge Management and Social Cognitive Theory. The purpose of the study wasto investigate the antecedents and the relationship between the two concepts in for-profit andnon-profit organisations. The study employed Ipe’s model of knowledge sharing to TacitKnowledge Sharing and Albert Bandura’s contribution to Self-Efficacy. A qualitative studywas conducted and the authors collected data through semi-structured interviews which werelater analysed through a process of content analysis. The findings show that sources ofinformation for self-efficacy judgements can be influenced by the occurrence of TacitKnowledge Sharing. Organisations can benefit from these findings by incorporatingopportunities to share tacit knowledge into their working routines, helping their employeescirculate knowledge and increase their sense of self-efficacy

This paper investigated trends in social entrepreneurship within non-profit organisations (NPOs). It was inspired by a survey conducted by Trialogue, a non-profit research organisation that surveys corporate social investment in South Africa. The survey showed a significant number of Non-profit organisations (69%) are moving toward developing social enterprise due to issues of sustainability. The research sought to ascertain what are the causes for the trend. The method of sampling used was non-probability, purposeful sampling to select 12 organisations from the available population. An exploratory qualitative study was conducted via face-to-face interviews with 12 organisations and 14 respondents. The transcripts of each were manually reviewed line-by-line for common themes to compare and generate results. The study was undertaken to better understand what motivated NPOs to social entrepreneurship and how they identified and exploited opportunities; distributed revenues and what form of relationship was created with the parent organization. The study reviewed theoretical models and selected a best-fit model of the Opportunity Creation Process which had to be modified to suit the trends in thought that arose from the study. The findings showed that funding challenges of the parent NPO and limited access to funds were key features likely to illustrate when an NPO will move into social entrepreneurship. The research concludes with evidence demonstrating that NPOs are not always willing participants in the social enterprise game, but are forced to discover opportunities to prove to funders that they are seeking means to be sustainable, with varying degrees of success. The form of social enterprise they select is often determined by the centrality of the NPOs mission to that of the social enterprise. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted