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This report examines the marketing activities of the nonprofit organization, Protect Lake Travis Association based in Austin, Texas, with a mission to protect Lake Travis and its watershed from any events and conditions that could negatively affect the natural beauty and quality of the area. In the summer of 2011, Protect Lake Travis Association was in need of foundational marketing materials and recommendations of marketing activities that they can implement. This report incorporates qualitative survey research, execution of creative work that includes branding and an organizational brochure, and a focus on marketing recommendations for Protect Lake Travis Association. / text

The increased use of social media in recent years has attracted the attention of different kinds of nonprofit organisations. The purpose of this study is to identify a foundation for viral strategies for nonprofit organisations as well as to understand the current interactivity between the organisation and its followers in social media. Following that we have chosen the research question: In what ways can nonprofit organisations develop viral marketing in social media? The study has a qualitative research methodology with empirical findings as base. We have throughout the research process strived for an inductive nature in the study though there are deductive elements. The materials used to strengthen the study are from primary sources as well as secondary sources with the primary sources being semi-structured interviews. We have identified that the nonprofit organisations in the study have an active presence in social media yet do not fully exploit the high interactivity that social media can facilitate. Our findings also show that a viral campaign strategy is absent due to minimal resources though there is a willingness of making viral content.

Thesis (Ph.D.)--Indiana University, 2008. / Department of Philanthropic Studies, Indiana University-Purdue University Indianapolis (IUPUI). Advisor(s): Adrian Sargeant, Dwight F. Burlingame, Richard Gunderman, Leslie Lenkowsky. Includes vitae. Includes bibliographical references (leaves 108-131).

This master thesis analyses the role of running charity fundraising and its impact on non-profit organizations. It discovers the impact of various non-profit marketing and fundraising methods to address the donors, both current and prospective. First part of the thesis is focusing on explanation of key terms and concepts of non-profit organizations. It also describes what the position of marketing in the nonprofit sector is and how the fundraising is done. Author then identified the main fundraising methods in which non-profit organizations use running to make an impact. All identified types are supported by the real life examples. An intensive mapping of running oriented charity events in the Czech Republic and its deep analysis has helped author to identify what are the key success factors to be used when designing a new fundraising or marketing plan linked to running initiatives for Světlo pro svět NPO.

Approximately 64% of nonprofit leaders struggle to connect with supporters through fund initiatives alone, and 59% of nonprofit leaders lack the marketing communication capability to attract new donors. Fundraising is vital to nonprofit organizations' sustainability and essential for successfully attracting new donors. The purpose of this qualitative single case study was to explore effective external communication strategies used by 3 southern California nonprofits through the conceptual lens of the integrated marketing communications theory. Data were gathered using semistructured interviews, a review of organizational documents and online databases, and the Baldrige Excellence Framework. The data were analyzed using Yin's 5-step process. The two key themes that emerged were process strengths and process opportunities. The results of this study could contribute to positive social change by helping organizations strengthen external communications strategies to increase new donors and financial capital to achieve mission goals.

Många ideella organisationer behöver bidrag och stöd för att kunna bedriva sitt arbete. Därmed blir det viktigt att vara synliga och sticka ut från mängden för att få människors stöd. Syftet med denna studie är att undersöka specifika förutsättningar för marknadsföring av ideella organisationer som bedriver insamling i Sverige. Genom kvalitativa intervjuer undersöktes hur väl Barncancerfondens och Kvinna till Kvinnas uppfattningar överensstämmer med teorier som finns inom området. Slutsatser som överensstämde med litteraturen var att ideella organisationer ofta har som mål att nå en mycket bred publik eller till och med hela allmänheten. Men studien visar även att Barncancerfonden och Kvinna till Kvinna arbetar strategiskt med målgrupper för att rikta insamling och informationsarbete, trots att det finns en vilja att nå ut brett. Inom ideella organisationer är det även svårt att modifiera budskapet, eftersom det måste spegla verksamheten. Hur organisationen påverkas av detta beror delvis på vilken typ av ämne som organisationen berör eftersom det med ett intresseväckande ämne är lättare att nå ut. En annan specifik förutsättning är att gåvor ofta är en osynlig handling som gynnar någon annan. Avsaknaden av produkt nämns av organisationerna som något marknadsföringen måste bemöta, vilket kan ske på olika sätt. Ideella verksamheter normalt uppfattas ha ett gott syfte vilket gör allmänheten mer mottaglig för budskapen.

Zugl.: Wernigerode, Hochschule Harz, Diplomarbeit, 2009

非營利組織之事業企劃書：以台灣動物平權促進會為例 / With the high level of economic development, there are more and more social issues caused and some nonprofit organizations have founded for advocating core values to influence people and achieve social changes. However, high organizational performance and good organizational effectiveness are not universal in nonprofit organizations; therefore, nonprofit organizations are recommended to refer to marketing knowledge for increasing their organizational effectiveness. This business plan is using a Taiwan nonprofit organization as a case to study how to transfer commercial marketing knowledge into nonprofit organizations for contributing organizational success.

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