Return to search

A Relationship with benefits: Relationship Marketing in Non-­profit Organisations in South Africa

Purpose: The purpose of this article was to see how NPO’s can use relationship marketing in their activities to secure donors and funding for their causes and projects. Methodology: Unstructured interviews were held with representatives from different hospices as well as with representatives from the umbrella organisation, the HPCA. Findings: The findings showed that the concerned hospices all had similar issues and suffered with the same problems, both economical and communicative. Successful relations were built on personal contacts and projects where donors took an active part The higher the grade of involvement the higher commitment and loyalty towards the hospice/organisation. The factors that were salient in the successful cases are also factors that are salient in the theory of successful relationship marketing (e.g. loyalty, commitment, interaction). Value: The article highlights the complexity of the market of NPO’s in South Africa and some of the issues they are faced with.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-13146
Date January 2011
CreatorsFeuk, Johanna
PublisherMälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

Page generated in 0.0017 seconds