Decades after the idea of not-for-profit marketing was first introduced the uptake has
not been universal. This study investigates the application of commercial marketing
principles in a sector where objectives other than profit are pursued. In particular, it
seeks to establish the effectiveness of not-for-profit marketing in encouraging the
public to “pay” the required “price”; to investigate the influence of charity brands on
stakeholder choices; the influence of a charity’s reputation on donor behaviour; and
whether smaller charities are aware of and use their brands. A questionnaire tested
donor perceptions and through a focus group insight was gained into the marketing
practices of smaller charities. The results indicate that not-for-profit marketing is
effective and that smaller organisations can compete through less expensive
marketing techniques, that charity brands are extremely valuable but underutilised,
and that an organisation’s reputation is its most valuable asset. Recommendations
are made to improve the performance of smaller charities by addressing marketing
and wider management practices.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/65 |
| Date | January 2007 |
| Creators | Van Niekerk, Elizabeth |
| Contributors | Ochonogor, Chukunoye Enunuwe |
| Publisher | University of South Africa |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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