Exploring a New Marketing Strategy for Nonprofit Organizations

NUCB Global Nonprofit Management Team

Abstract


While some nonprofit organizations are still hesitant, many have recently adopted marketing, as competition has become fierce for funding. Although there have been studies on NPO marketing from international perspectives, most of them are limited to a small number of certain countries, especially the US, the UK and Australia. This paper thus aims to examine NPO marketing strategies, practices, and challenges through semi-structured interviews with stakeholders working for various NPOs in the following fifteen countries: Austria, Belgium, Chile, China, Finland, France, Germany, Ghana, Japan, the Netherland, Portugal, Taiwan, Switzerland, the UK, and the US.


Full Text: PDF DOI: 10.5539/ijms.v5n6p8

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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