Non Profit Marketing

The aim of presented research is to assess the efficiency of selected social advertising campaigns endorsed by popular Slovak celebrities. In order to determine likeability of particular campaigns, one endorsed by Lukáš Latinák (campaign „Blue butterfly“ supporting muscular dystrophy patients) and the second endorsed by Michaela Čobejová (campaign „Different country, different customs“ concerning international law protection of children and youth), we used the method of Communication Style Mapping – i.e. COMMAP model first presented by Eric DuPlessis. The perception of selected celebrity endorsers was measured by using semantic differential method. Research outcomes present the measure of social advertisement likeability within each dimension of the COMMAP model in relation to the perception of given celebrity endorsers by adolescent age group.

The paper reports on both methodological and substantive findings. It presents a method for generating simplified representations for regional urban populations, their geographical sub-populations and communities. the method generates greatly simplified high-resolution socio-economic profiles of populated geographical areas from complex large census data sets.

The goal of this paper is to contribute to understanding of relationship marketing applied in the nonprofit organizations. Being crucial for the survival and development of the non-profit organizations, the relationships with donors are emphasized among numerous relations with different stakeholders. Specific aim of this paper was to consider if the CRM concept used by marketing oriented profit
organizations can be applied in non-profit ones. As it will be elaborated, a slightly modified CRM concept is highly appropriate for managing relationships with donors for various reasons. Therefore, using the approach for analyzing each phase of this process in non-profit organizations, some main recommendations are summarized.

Critical assessment of how theory can contribute to building brands in the non-profit sector. Then using an appropriate theoretical approach, assess Amnesty International's efforts to build its brand.
Develop and present a recommended brand communications plan which reflects the brand’s values.
Create a strategy to manage how to lower the risk of negative feelings that may be held by all stake holders towards spending money on the branding plan.

Résumé : Les ONG sont-elles devenues des « multinationales de l’action collective » ? Que ce soit dans le domaine humanitaire ou environnemental, ces organisations ont recours depuis
une trentaine d’années à des pratiques issues du monde de l’entreprise privée, comme le marketing direct. Tantôt présentée comme « une modernisation nécessaire » et tantôt comme « la corruption d’un univers vertueux par le marché », cette managerialisation des ONG n’est pas sans poser problème. Pourtant les engagés qui effectuent le « sale boulot » de la mobilisation des ressources parviennent à le vivre sur le mode de l’enchantement militant.
Notre thèse met en lumière l’articulation délicate des trois éléments qui permettent ce tour de « magie sociale » : d’une part le travail institutionnel de légitimation des pratiques, d’autre part les dispositions complexes des engagés où prévaut l’étroite imbrication entre compétences professionnelles et appétences militantes, et enfin le maniement d’instruments
qui garantissent une collecte symboliquement « propre ». Du siège des ONG aux groupes locaux de bénévoles de Greenpeace et Handicap International, en passant par les agences de fundraising, c’est à une enquête ethnographique sur l’institutionnalisation d’un répertoire de mobilisation managérialisé que nous convions le lecteur.

Mobilising people, mobilising money: NGOs according to the entrepreneurial model
Abstract : Have NGOs become “multinational companies of collective action”? Whether they work with the field of human or environmental development, these organisations have
been using the practices of private companies for about thirty years. A pre-eminent example is that of direct marketing. Some people consider it a necessary development, while others claim
it shows that non-profit organisations have been corrupted by free trade- and global markettype thinking. However, the people who do the “dirty work” of fundraising make a living
while demonstrating their political commitment.
This thesis highlights the intricate combination of three elements rooted in this “social sleight of hand”: first, the institutional work done to legitimate such methods; second, the complex profiles of active members for whom professional skills and eagerness to be political engaged are close knit; and third, the use of instruments to make fundraising clean. From NGOs headquarters to activists in local groups of Greenpeace and Handicap International, and to fundraising agencies, this thesis is an ethnographic inquiry into the institutionalization of a “managerialized” repertoire of mobilization.

Shockvertising is a matter of choice for many of the nonprofit and for profit organizations despite its debatable efficacy as well as the ethical elements used. This paper analyzes whether it is really necessary to use shock appeals in advertising related to health care causes, with an insight from Romania. In addition, our research focuses on the perceptions of Romanian consumers regarding shock advertising related to health care causes, whether nonprofit organizations should use shock advertising to promote their causes and which negative emotions are revealed by shock advertising related to health care causes. The sample consisted of 100 first year university students with the characteristics of Generation Y. The shock advertisements identified shock elements from Dahl et al's (2003) classification of types of shock appeals, namely, moral offensiveness. The study pointed out that shock advertisements are creative and should be used more often by nonprofit entities. However, the respondents indicated that the shocking ads were not interesting and had no influence on their behavior. Moreover, no differences were registered between the answers given by both female and male individuals. In conclusion, it can be agreed that very soon marketers would have to develop and launch new methods of advertising because shock advertising seems to be more and more ineffective.

English Summary:

By engaging in cause-related marketing companies can not only generate favorable attitudes toward the sponsoring company, but they can also build corporate reputation and increase product sales. However, research indicates that not every company is equally successful in pursuing these objectives through cause-related marketing campaigns. It was therefore suggested that consumers’ attributions of the corporate perceived motive for engaging in cause-related marketing play a vital role in determining the success of a cause-related marketing campaign. More specifically, a consumer can either attribute altruistic or selfish motives to a company for engaging in cause related-marketing. In the latter case, a consumer will be skeptical about the corporate motives for engaging in cause-related marketing. A skeptical consumer will be less susceptible to claims made in a cause-related marketing message and is therefore less likely to be positively impacted by a cause-related marketing message. This skepticism might not only negatively affect a consumers’ evaluation of a company and negatively impact purchase decisions, which causes a cause-related marketing campaign to be ineffective, but it may actually backfire, leaving the company with more negative evaluations than would have been the case without the cause related marketing-campaign. This is why a stream of research has investigated which antecedents of cause-related marketing might cause a company to be effective , by reducing consumer skepticism and therefore encouraging a consumer to respond positively to a cause-related marketing campaign. This dissertation contributes to the current stream of research by investigating the effects of prior corporate reputation and effects of goal framing on the effectiveness of a cause related marketing campaign.
Firstly, the prior corporate reputation potentially serves as a background by which the consumer assesses the prosocial message stemming from the cause related marketing campaign. It is argued that a favorable corporate reputation will induce feelings of trustworthiness and credibility toward the prosocial message, whereas an unfavorable corporate reputation might cause the prosocial message to be distrusted and disbelieved. Furthermore, the reasons of  a company to launch a CRM-campaign are more obvious for companies with a bad corporate reputation rather than a good corporate reputation. Therefore, it was predicted that a prosocial message of a company with a good corporate reputation would be more likely yield more favorable attitudes toward the company (H1a), have higher campaign participation intentions (H1b) and would be less expected arouse skepticism by inferring altruistic motives for the company’s engagement in cause-related marketing (H1c). Moreover, it was predicted that this skepticism could account for the influence of corporate reputation on consumer’s attitudes toward the company and their intentions to participate in the cause-related marketing campaign (H1d). Secondly, framing theory suggests that different outcomes will result from presenting a prosocial messages as gains(positive goal framing) versus losses(negative goal framing). Although, conclusions of past research conducted on the topic of message framing were inconclusive, it was argued that a positively framed prosocial message would be more effective due to the amount of positive thoughts produced by positive information. In consequence more favorable attitudes toward the company (H2a), higher campaign participation intentions (H2b) and less skepticism(H2c) were expected to derive from positively framed prosocial messages rather than negatively framed prosocial messages. Again, it was predicted that the effectiveness of either framing technique could be accounted for by examining the impact of each technique on consumer skepticism (H2d). Thirdly, research in the domain of health communication reported a source frame interaction, where a high credible source benefited more from a positively framed message than a low credible source. As it was argued that corporate reputation might influence source credibility, it was predicted that a positively framed prosocial message would yield more favorable corporate attitudes (H3a) and campaign participation intentions (H3b) if the company had a good rather than a bad corporate reputation. Because there was a void in research addressing the interaction effect of message framing and corporate reputation on consumer skepticism, this issue was further investigated (RQ1).
 
Hypotheses and the research question were tested using a 2 x 2 between subjects experimental design that assessed the role of corporate reputation and cause-related marketing message framing on corporate attitudes, campaign participation intentions and consumer skepticism. The factor of corporate reputation was manipulated and pre-tested by creating two fictitious newspaper articles describing the company’s reputation (good versus bad). Message framing was manipulated and pre-tested in the context of a cause-related marketing advertisement for the fictitious firm described in the newspaper article and its branded salads (positive versus negative framing). Data were collected using an online survey via Qualtrics that was distributed on Facebook amongst 263 Flemish citizens with different social demographics.
Findings of this study revealed that that a good corporate reputation serves as an effective cue to produce favorable attitudes toward the company and participation intentions for cause-related marketing campaigns. For companies with a bad corporate reputation the effects of cause related marketing messages were more moderate in producing favorable attitudes toward the company and campaign participation intentions; however, no backfire effects were found for a company with a bad reputation engaging in cause related marketing. The effectiveness of corporate reputation was further explained by examining the role of corporate reputation on consumer skepticism. Results indicated that consumer skepticism partially accounted for the influence of corporate reputation on attitudes toward the company and fully accounted for the influence of corporate reputation on campaign participation intentions. Prosocial messages stemming from a company with a good corporate reputation are less susceptible to consumer skepticism thus more effective in producing favorable attitudes toward the company and higher campaign participation intentions, whereas prosocial messages stemming from a company with a bad corporate reputation, are less likely to be effective in yielding favorable corporate attitudes and campaign participations intentions due to this skepticism. In accordance with the predictions it was found that a positively framed prosocial message leads to more favorable outcomes than a negatively framed message. However, these results could not be explained by examining the influence of message framing on consumer skepticism as this effect was insignificant. Finally no interaction effect was found between corporate reputation and message framing on corporate attitudes, nor campaign participations and consumer skepticism. Thus indicating that the effectiveness of a positively framed prosocial message is unaffected by the corporate reputation of a company.
In summary, companies with a good corporate reputation experience more favorable outcomes through cause related marketing campaigns than companies with a bad corporate reputation. Consumer skepticism regarding the perceived motives of a company engaging in CRM accounted for the effectiveness of corporate reputation in yielding favorable outcomes. Although companies with a bad corporate reputation engaging in cause related marketing should draw caution on potential backfire effects when launching a cause-related marketing campaign, however, in this study no backfire effects were found for companies with bad corporate reputation engaging in cause-related marketing. Regardless of corporate reputation this study revealed that positively framed prosocial messages are most effective in producing favorable campaign results, even though consumer skepticism did not serve as an appropriate explanation to clarify why positively framed messages are most effective in producing these favorable outcomes

Celebrity endorsement is today a frequently used  approach across marketing channels. Paper covers the topic of celebrity marketing, celebrities as brands and perception of celebrity that can be influenced by a variety of factors with the emphasis on promotion of non-profit organizations. Presented research compares perception of celebrity concept in relation to concepts of self, commercial advertising and social advertising within a perception map consisting of bipolar attributes from semantic differential regarding the subgroup of adolescent respondents.

In recent decades there are major changes undergoing in non-profit public arts and cultural sector. Arts organizations demonstrate a growing interest in applying business methods in solving funding issues, as well as the purpose of expanding the audience and successful competition in the entertainment industry. In a field of art marketing is relatively new, but a promising perspective. During the last decades marketing from the functional tool has evolved into a business philosophy and strategy, acquiring an increasingly important role not only in profit making enterprises, but also in non-commercial actors, including art organizations.
Each even non-profit arts organization is interested in audience development, funding opportunities and ensuring a successful functioning. Application of marketing principles in art galleries is one of the most important factors in forming the arts market and developing art galleries activities in national and international context, so there is a need to investigate and evaluate the marketing characteristics of art galleries.
The aim of this Bachelor thesis is to do an analysis of non-commercial art galleries marketing characteristics. Both analysis of scientific literature and documents, qualitative interviews and collected data processing and analysis were chosen as working methods in this paper. The results might be significant to culture managers, marketing specialists, directors of non-commercial art galleries and people, who are working in this and cultural field.
Main conclusions:
Non-commercial art galleries marketing is closely related with organizational activities as well as strategic planning and management. Developing a startegy it is important to identify the mission, vision, main goals and objectives, analyze the culture of the organization, conduct an audit.
Marketing and strategic planning principles use in art galleries activities helps to solve the issues related with target audience, competition, maintenance of  old and attraction of new visitors and art consumers, promotion and cooperation.
Most of non-commercial art galleries in Kaunas apply certain marketing principles and marketing mix elements in their activities, but do not have a coherent strategic planning. However, most of the galleries successfully carry out public relations, advertising and have assimilated the importance of cooperation and partnership in setting up the clusters.

This study attempts to examine the scope of non-profit marketing practice at local government of Bangladesh. A survey on one hundred elected political leaders and government officers at Upaxilla Parishad level of Bangladesh has been conducted to measure their attitudes and perceptions in applying non-profit marketing tools and techniques at local government of Bangadesh. It is observed that their attitudes are almost positive. The respondents say that all the service providing departments at upazila level under related ministries can be market-oriented at the time of their undertaking service generating projects to best satisfy the local voter-market (set of present and potential voters). The major respondents agree that they are collecting data for creating, delivering and communicating services for the local people or voter-market without any formal knowledge about non-profit marketing. So, local government should practice non-profit marketing at each upazila as well as other units like Union Parishad, Municipalities and City Corporations. By adopting the new marketing concept, local government of Bangladesh would be more strengthen in terms of effective and efficient use of limited resources to best satisfy the local people as well as the other countries of the world.

Dopo aver osservato ed aver contribuito per circa un anno
all'evoluzione e all'analisi dell'Associazione di accoglienza turistica e promozione locale “Il Borgo Ostuni”, ho scritto in questa tesi tutto il percorso che con grande impegno, dedizione, costanza e sacrificio l'intero Consiglio Direttivo e lo Staff hanno percorso per far fronte ai cambiamenti interni ed ambientali necessari. Li ho affiancati per tutto il
tempo mettendo a disposizione senza indugi tutto il mio sapere e tutta la mia esperienza, consapevole che questo
percorso stesso stava diventando ulteriore esperienza, riportandomi in una full immersion nel territorio che dopo undici anni di assenza era necessaria per non farmi
accusare il passaggio dall'ambiente universitario, all'ambiente della provincia del sud, che devo dire... è molto meglio di come l'avevo lasciata.
Ancora una volta catapultato con entrambi i piedi in un'esperienza non profit, abbiamo all'ultimo dovuto centesimo e inventarci poter di tutto mantenere per
aperto risparmiare l'infopoint fino anche nell'inverno 2014-2015 senza lasciare a casa nessuno. E tutto in un'ottica di rendere l'associazione riconoscibile, preparata ed adeguata
al mondo globalizzato e digitalizzato, aperta ad ogni buona opportunità che si presenta, con la consapevolezza che non bisogna fermarsi mai, e non bisogna mai abbassare la guardia.
È stata un'esperienza costruttiva per la messa in campo delle nozioni accademiche ed extra accademiche che ho imparato, e mi ha fatto conoscere realtà territoriali ed imprenditoriali che nessun manuale potrà mai far conoscere. Insomma, sono stato io stesso cavia del turismo esperenziale che nell'associazione si promuove, pur vivendolo con l'ambizione di migliorarlo e farlo conoscere.
Per questa opportunità non posso che ringraziare Giorgio Bagnardi, Presidente dell'associazione, il resto del Consiglio Direttivo e lo Staff per la fiducia accordatami e per l'interesse nel seguirmi.

The export-oriented Garment Industry of Bangladesh is one of the most important industries in terms of foreign exchange earnings and employment. But this industry is facing a global competition from the expiry of post MFA, January 1 st ; 2005.The product quality of Bangladeshi garments is typical among her nearest competitors. In this competitive situation, production cost leadership is the key to win the international competitiveness. In this connection strong Backward-Linkage industry and productivity can help Bangladesh to reduce production cost for competitiveness. There is a strong relationship between Backward-Linkage and Productivity. The term backward-linkage industry refers the inbound supply related raw materials based industries. On the other hand, Productivity means the ratio between outputs and inputs, in turn, efficient use of inputs to increase production. In both aspects, productivity depends on uninterrupted supply of raw materials. In this view, a complete supply chain and efficient use of inputs of production can play an important role to enhance productivity. Basically, there are three sectors of garment industry. They are Knit, Woven and Sweaters. The main stages of backward-linkage of this industry are Spinning, Knitting, Weaving, Dyeing & Printing, Finishing and Packaging and Accessories. The productivity depends on the relationship of these stages and the efficient use of raw materials in every stage of backward-linkage industries. Meanwhile, backward-linkage of Knit sector and Packaging & Accessories industries has already been established. But the woven sector is gradually losing its competitive advantages lack of strong backward-linkage industries. The woven garments exporters are dependable on importing raw materials. It causes long lead-time and buyers are concentrated where shorten lead-time is available. Long lead-time also causes inefficient use of inputs materials and short run production. So that, it is very important to identify the opportunities of setting up a complete supply chain of woven sector to boost the slamming woven garments export of Bangladesh.

The present study taps into the complexity of today’s branding paradigm centered on the dynamic stakeholder-focused brand era. Literature from this new paradigm argues that brand value and meaning is dynamically co-created with the brand, and views all stakeholders as partners in the branding process. While the dynamic co-creation tendency has proven a successful branding strategy for creating value for large commercial brands, such as LEGO and Nike, this study takes its offset in a curiosity about why stakeholders of nonprofit organizations are willing to participate in co-creation processes without gaining monetary or materialistic rewards. Guided by the inductive research method, this provides the research question of the thesis.

Using the case study method the study explores one of Denmark’s largest NPOs, The Danish Cancer Society and its stakeholder co-creation. The Danish Cancer Society brand has high levels of support and engagement from the Danish population seen through e.g. number of volunteers, donations, and a good reputation amongst the population. Perhaps this is the result of the brand having embraced the new trend of brand co-creation, moving away from one-way communication, towards involvement of their stakeholders in their branding and communication, as e.g. seen on Facebook. While it is evident that value is being co-created with the Danish Cancer Society’s stakeholders, the study seeks to understand the nature and motivations for co-creating from the stakeholders’ point of view. Thus, through the qualitative method of in-depth interviews, the study explores the nature of co-creation of six different Danish Cancer Society stakeholders. The analysis provides a deeper understanding of the meaning that brand co-creation provides to the Danish Cancer Society’s stakeholders. The study reveals some interesting patterns, which are discussed in relation to theory, and finally provides some implications for NPOs to use in their branding strategies.

The study shows that co-creating with the Danish Cancer Society provides very different meaning and value to peoples’ lives depending on their life circumstances, life cycle stages, and level of engagement in the brand community. Thus, motivating stakeholders to become involved in co-creation processes and retaining them as such is a complex task, considering the size and complexity of the Danish Cancer Society’s target group. Despite the complexity, it is clear that the meaning it provides each stakeholder to be involved with the brand reflects back into the brand and creates value due to a personal interest in the brand. Therefore it is suggested that nonprofit brands should continue to build and engage with their stakeholders in a dynamically stable manner in order to stimulate a positive brand discourse between its members. In conclusion, it is argued that if NPOs provide the platforms and tailored stimuli for positive brand discourse and co-creation activities, it will create more meaningful brand experiences, resulting in more value for stakeholders as well as the brand.

È stato pubblicato sulla Gazzetta Ufficiale n. 186 del 9 agosto 2019, il Decreto del Ministro del Lavoro e delle Politiche Sociali del 4 luglio 2019, recante le indicazioni per l'adozione delle Linee Guida per la redazione del bilancio sociale degli enti del Terzo Settore.
I soggetti tenuti alla redazione del bilancio sociale sono:
- gli enti di Terzo Settore diversi dalle imprese sociali, qualora abbiano ricavi o entrate superiori a un milione di euro annuo;
- tutte le imprese sociali, ivi comprese le cooperative sociali e i loro consorzi, indipendentemente dalla dimensione economica. I gruppi di imprese sociali sono tenuti a redigere il bilancio sociale in forma consolidata, cioè evidenziando gli esiti sociali di ciascun singolo ente, nonché del gruppo nel suo complesso;
- i Centri di Servizio per il Volontariato, indipendentemente dalla loro dimensione economica.
Le disposizioni di cui al Decreto del 4 luglio 2019 si applicano a partire dalla redazione del bilancio sociale relativo al primo esercizio successivo a quello in corso alla data di pubblicazione.

The attempt of this research is to encourage the scholars and practitioners of the social, economic or commercial and scientific organizations as the marketers for becoming market-oriented new knowledge creation. The another objective is to request scholars and practitioners for direct communication with the related social and economic organizations for using new knowledge in modifying existing products or services and introducing world new products and services to increase socio-economic development of a country as well as the world.  Hence, the market means a set of social and economic organizations that have needs for problem solving and new opportunity creating new knowledge. It is observed in this research that there is a strong relationship between market-oriented new knowledge creation and socio-economic development of a country.  It is also found that the creators of new knowledge do not properly communicate with the relevant social and economic organizations for encouraging in using new knowledge for socio-economic development. On the basis of the research findings, I request all the creators or marketers of new knowledge for creating new knowledge as a product, based on the actual needs and wants of the social and economic organizations and communicate it directly with them for ensuring the using it for socio-economic development of a country as well as the world.

In the face of extended global recession, non-profit organisations face not only declining revenues but also increasingly distracted consumers. The communication challenges of nonprofits angling not just for financial support but also for relationship with their publics are growing apace. Longitudinal studies from the United States and Australia suggest that the non-profit sector has enthusiastically embraced information and communication technologies. However, several other studies suggest that non-profit organisations are yet to use these technologies to their full potential, and there is presently a lack of research into non-profit use of digital channels other than Facebook and YouTube. This paper reports on the first stage of research investigating the use and usefulness of e-newsletters for New Zealand non-profit organisations. The research examined the technical composition as well as the strategic effectiveness of this tool, and assessed how well e-newsletters matched and met the organisations’ communication goals.

In this paper, authors discuss a range of possible donor relationship models – from the B2B-like paradigm of contemporary fund-raising to the strategic alliance option. It is argued that, the nonprofit organizations could enhance the ‘traditional’ paradigm of managing the long-term donor relationship(s) by using the concept of social alliance-building, oriented toward the common goals. Such an orientation is examined in terms of possible modes of cooperation/alliance-building and their fundamental determinants. The determinants of the current practices of nonprofit organizations and their corporate partners are, further, identified on the basis of longitudinal exploratory research, focusing on the experiences of Caritas Croatia. The theoretical framework is applied to explain the social and organizational patterns of a Christmas-inspired humanitarian project ‘1000 radosti’ (‘a 1000 joys’) and suggest the nature of relationship(s) and dynamics of collaboration with corporate partners in project implementation.

Purpose ‐ The purpose of this paper is to discuss the importance of relationship fundraising and cultivating committed donors for nonprofit news outlets seeking financial sustainability, particularly during a time of major changes in the journalism industry. Design/methodology/approach ‐ The paper examines four nonprofit news organizations and their audiences of financial contributors. Results from a survey of 465 donors and subsequent interviews with donors are discussed. Findings ‐ Nonprofit news organizations rely heavily upon individual supporters who typically give often but in small chunks. Donors tend to favor nonprofit journalism organizations that report quality, local news stories not usually found in other news sources. Donors place a premium on developing a relationship with journalists in their communities and are likely to support their local nonprofit news source once the news outlet has earned their trust. Research limitations/implications ‐ News organizations were allowed to choose which donors received invitations to take the survey, and donors to one news organization provided the vast majority of responses. Future research should explore how nonprofit journalism donors differ from donors to other types of nonprofit organizations. Practical implications ‐ This paper reveals new data about audiences of emerging media organizations. The interests and behaviors of donors help to provide new insights into audience engagement. Originality/value ‐ The paper profiles donors to four relatively new nonprofit organizations and investigates their motivations for providing financial support. Managers of communication organizations could benefit from new strategies for audience cultivation.

One of the main challenges of the Third Sector is its economic sustainability. This dissertation explores the status quo of the Third sector organisations with different dimensions in order to recognise common constraints, dependencies and how social media networks can ease the obstacles and how deep is the knowledge on social media return on investment.
This exploratory research is based on a qualitative approach. The data collection method consisted of thirteen semi-structured non-standardised in-depth interviews to the leaders of some Third Sector organisations. 
The findings suggest that regardless the dimension of the organisation the major and transversal dependencies and limitations are: financial, time and reach constraints, reliance on pro bono and on volunteer workforce. The non-profit nature of the Third Sector also imposes a limitation on how economical and ethical marketing efforts can be explored. Social media marketing is important to diversify income sources and also to obtain other benefits such as brand awareness and credibility; new potential donors and leads. Nevertheless, the impact measurement of social return on investment is lacking of knowledge and trust among organization members.
The contributions of this study provide valuable insights about the state-of-the-art on the subject and knowledge in which areas should the organisations focus to take the most viable road to their sustainability.

Keywords: Social Marketing, Social Media Marketing, Social Media Networks, Social Return on Investment, Third Sector.

Despite the importance of social media as an inexpensive and efficient means of communication, it is not clear to what degree space advocacy groups are making a strong organized effort to use the resources available to them. Moreover, there is no previous literature that specifically examines the use of social media tools by space organizations. This study seeks to start a larger dialog regarding how the space advocacy community can make use of these tools to promote their mission. Using a case study approach, this article focuses specifically on the organization of Yuri’s Night to explore how this group is using social media to accomplish its mission of building general space awareness. In addition, this article evaluates the organization’s social media presence as well as the role social media has played in the organization’s ability to accomplish its mission. Other space advocacy groups can use the lessons learned here to improve their own social media strategies.

Charities and not-for-profit organisations have traditionally eschewed commercial operations in favour of direct fund-raising from supporters.  Competitive pressures, however, are driving charities to take on ‘dual citizenship’ through activity in both profit (commercial) and nonprofit (voluntary) sectors.  There has been little scholarly attention or professional focus on the impact that commercial trading by charities has on relations with key stakeholders, such as supporters, and upon the reputation of the community-focused organisations.  This paper reports a case study of a UK charity and explores supporters’ perceptions of the impact of commercial trading upon the organisation’s reputation as well as their relationship and level of engagement with the organisation.  It found that donors are in support of commercial activities, as long as these are aligned with the charity’s values.  The study, however, also found that commercial activities should not deflect the charity from its perceived and announced mission.

The intent of this paper, entitled, “What Makes a High Impact Nonprofit Organization?”, is to explore the key elements, strategies techniques, proven methods and theories to establish a high impact nonprofit. With the present paper I have identified the key elements for non-profit development and administration. Furthermore, I learnt different theories and perspectives to understand high impact nonprofits and come up with new issues in order to bare the mechanisms and strategies to make high impact nonprofit organizations. Especially, I talked about a role of nonprofits to address the political, social economic problems, which the government organizations are lacking to overcome in the society
Reading materials for the paper were selected from the course materials, books, published papers, articles, university reports, journal articles for review. The primary focus is on American scholars with some references to international researchers and experiences. In this paper, various scholars’ perspectives about nonprofits management were studied and it is generally accepted that, nonprofits are vital for upgrading civil society through implementing high impact social programs. In fact, high impact nonprofits ground itself in increased efficiency, more thoroughgoing equity, and/or greater participation and responsiveness of public organizations to citizens. Therefore, in the paper I questioned what strategies and theories we should use to make a high impact nonprofit to deliver the efficient public services and to be responsive to the citizens. 
Another reason for studying high impact nonprofits is associated with my future plans to contribute to the civil society development through strengthening and modernizing local nonprofits for social and economic development to increase self-reliance of the citizens.
In the conclusion of the paper, I discuss the outcomes of research and my perspectives about high impact nonprofits. Finally, the paper studies importance of nonprofits in establishing democratic and transparent societies.

This mixed methods study investigates engagement of donors to nonprofit online news organizations. Four forms of engagement - financial, digital media, organizational and local community - are considered. Respondents said that even before donating they were engaged in a number of ways and motivated to contribute because of a news organization's quality of journalism and depth of coverage. Results suggest that after donating, most stakeholders did not report a change in behavior in the majority of the engagement categories measured, but became morine engaged in critical areas such as visiting the news outlet's web site and sharing its content with others.

All marketing definitions focus on the same point: customer orientation and the satisfaction of customer needs. Within this framework, although marketing approach in most of studies primarily deal with institutions and enterprises in profit/private sector, it has become crucial for all kind of organizations including non-profit ones. In recent years, many non-profits have grown larger and continue to improve their growth and effectiveness. In this sense, marketing is touchstone of developing non-profits. This part hopes to create a perspective to marketing definition to understand the relevance of marketing to non-profit organizations and how marketing strategies should be adapted to them for success.

From the beginning of trade, marketing was an essential business tool used by organisations to promote their services and help their business grow bigger than their competitors. As CIM states, ‘Marketing has its origins in the exchange processes’. These exchanges can involve a product, a service, an idea or an object. Marketing is the tool through which organisations can reach out to new consumers and keep their current clients informed of what is new in the business and what it can offer them. By doing this, the organisations build strong relationships in the marketplace they trade and deliver superior customer value .

The attempt of this paper is to define the problems between the local government and central government in delivering a political product or election manifesto of a winning political organization for achieving a target level of socioeconomic development in a political tenure. This is descriptive research in nature. A survey data has been collected on a purposive sample 300 graduate and postgraduate voters of Bangladesh by using the structured questionnaire on 11 point attitude measurement scale. This research has revealed that there is an inconsistency between the local plans and programs made by the local government institutes (LGIs) and the target of an election manifesto or a political product of a winning political organization due to decentralized and inefficient local government. As per the model summary in the results section of this study, it is examined that the relationship between the dependent variable and the independent variables is strong (R=.65). And the dependent variable is 42 percent influenced by the independent variables that are included in the model (adjusted R square = .42). Therefore, local government may be centralized and a political organization should design a draft national plan before arriving on the government platform for a successful implementation of a target level of socioeconomic development.

Child labour is a crucial issue in Bangladesh especially within Dhaka City. Despite significantly the child labour have been reduced from 3.1 million to 1.6 million and the working children have also been decreased from 7.4 million to 3.4 million during last 10 years, children in hazardous work still there have no considerable improvement found from 1.29 million to 1.28 million only during same time. Many nonprofit organizations (NPO) are now playing important role to empowering working children as well as reducing child labor. As per study observation they (NPOs) have no enough marketing and communication initiatives to empowering working children. So, its felt that it is an urgent need to capitalize the nonprofit marketing activities among the NPOs. Quantitative and qualitative approaches both have been considered to draw the findings of this study. A number of data collection methods have been used to capture the data. The triangulation approach has also been used in order to improve the validity and reliability of the research. Lot Quality Assurance Sampling (LQAS) have been followed to take samples. The primary data collected from four categories of respondent such as working children aged 6 to 17 years and their parents/caregivers, employers and selected staff of 10 NPOs. The nonprofit marketing activities of NPOs have significant role to empowering working children as well as their parents/caregivers and these valuable and joint efforts can reduce child labour. The following findings may be used for further study regarding nonprofit marketing as well as nonprofit organizations and working children or child labour issues in and around Dhaka city or any other part of Bangladesh.

Child labour is a crucial issue in Bangladesh especially within Dhaka City. Despite significantly the child labour have been reduced from 3.1 million to 1.6 million and the working children have also been decreased from 7.4 million to 3.4 million during last 10 years, children in hazardous work still there have no considerable improvement found from 1.29 million to 1.28 million only during same time. Many nonprofit organizations (NPO) are now playing important role to empowering working children as well as reducing child labor. As per study observation they (NPOs) have no enough marketing and communication initiatives to empowering working children. So, its felt that it is an urgent need to capitalize the nonprofit marketing activities among the NPOs. Quantitative and qualitative approaches both have been considered to draw the findings of this study. A number of data collection methods have been used to capture the data. The triangulation approach has also been used in order to improve the validity and reliability of the research. Lot Quality Assurance Sampling (LQAS) have been followed to take samples. The primary data collected from four categories of respondent such as working children aged 6 to 17 years and their parents/caregivers, employers and selected staff of 10 NPOs. The nonprofit marketing activities of NPOs have significant role to empowering working children as well as their parents/caregivers and these valuable and joint efforts can reduce child labour. The following findings may be used for further study regarding nonprofit marketing as well as nonprofit organizations and working children or child labour issues in and around Dhaka city or any other part of Bangladesh.

Spanish society of this already started twenty­first century, is immersed in a constant change in which there is evidence of a profuse social diversity. This, together with the increase in inequality in the distribution of wealth and income, has accentuated its polarization and the emergence of social subgroups that maintain a disparate perception of the adequacy and personal use of collective goods that the Government provides them. The State for its part carries out its work on the basis of a scale of priorities that is, at least theoretically, in line with those sustained by the median voter, and distances itself from those subgroups ignoring some of their needs, thus creating a type of social margins, with excess as default. With the Theory of government failures, Weisbrod (1977) justifies the emergence and development of the nonprofit Sector as a result of the existence of this unmet demand for the public offering of collective goods. This theory, observed through the prism of the technological paradigm of the 21st century, allows you to understand how the emergence of information technologies (ICT) and its implementation as the relational medium par excellence, has made possible the union of citizens in non­profit entities (ENL). These shared values and principles around the context of specific needs, with the objective of sharing synergies and moves towards auto­provisioning of those collective goods that the State does not provide. This study analyses the origin, scope and operation of tools engendered by the ENL using ICTs, or taken for use, and which constitute a panoply of digital instruments aimed at vindicating the solidarity­based mobilisation to meet needs not covered by the key Estado.

The need for nonprofit organizations to reach out and attempt to engage new audiences is not only very vital but also much more complicated than ever, in this day and age of massively increased noise on the marketplace. There seems to be a continuous increase in overlapping of some significant issues, projects, and market competition for donors and supporters. Some organizations can no longer afford to have one audience for donations, another for projects and yet others for affiliation. The resources are scarce, and work is urgent. Many organizations find a tactical marketing strategy useful and essential, to approach and indulge new patrons. The purpose of this paper is to illustrate the implementation of smart marketing ideas in relation to nonprofits, provide a comprehensive step-by-step guide for developing a strategic marketing campaign, and to demonstrate the importance of classifying and understanding that the core demographic is essential in order to achieve and indulge them successfully.

The extension of marketing research scope to non profit organizations resulted in modification of some key marketing concepts including market orientation. However, it is not uniquely defined because of the differences characterizing various NPO types. The aim of authors therefore is to determine which conceptualization can be used for capturing market orientation of NPOs in Serbia. Some information based on a recent research on their market orientation is presented. But, as it cannot be considered sufficient and adequate, we have defined market orientation components and proposed performance measures that should be in the focus of pilot research of this sort.

Fashion renting is a new product-service business model that is increasingly gaining
adoption among fashion retailers in the wake of the environmental degradation fueled by fast
fashion retailing. Brand extension is a notable competitive strategy employed by firms to leverage
or “stretch” brand equity for strategic growth and expansion in new markets, but it is yet to be
explored in management literature how it can be employed for advantage in product-service
extensions. This study aims to explore young adult consumer’s evaluation of the extended fashion
rental service of a fast-fashion retailer. This study employs brand extension theory to understand
the influences of perceived fit, brand trust and perceived risk of extension category on young adult
consumer’s evaluation of the extended fashion rental service. This study also aims to measure to
what degree the factors contribute to consumer’s evaluation of fashion rental extensions.
This study adopts a survey research design. A self-administered online survey was
developed and distributed to participants and 119 responses were considered usable for statistical
analysis. Data was subjected to correlation and regression analysis to achieve objectives.
The results identified a significant positive association between perceived fit and brand trust
with young adult consumer’s evaluation of fashion rental extension. The significant negative
association between perceived risks dimensions (Performance, psychological, and financial) and
young adult consumer’s evaluation was also observed. Of the factors observed in the study,
perceived and performance risk contributed the most to young adult consumer’s evaluation of
fashion rental extensions.
These findings contribute to the understanding of underexplored extension domains such
as product to service extensions. This study also provides implications for fast fashion retailers on
how to leverage their brand equity to successfully launch fashion rental extensions.

Charities and not-for-profit organisations have traditionally eschewed commercial operations in favour of direct fund-raising from supporters. Competitive pressures, however, are driving charities to take on ‘dual citizenship’ (Goodall 2000) through activity in both profit (commercial) and nonprofit (voluntary) sectors. There has been little scholarly attention or professional focus on the impact that commercial trading by charities has on relations with key stakeholders, such as supporters, and upon the reputation of the community-focused organisations. This paper reports a case study of a UK charity and explores supporters’ perceptions of the impact of commercial trading upon the organisation’s reputation as well as their relationship and level of engagement with the organisation. It found that donors are overwhelmingly in support of commercial activities, as long as these are aligned with the charity’s values. The study, however, also found that commercial activities should not d...

Companies are increasingly relying on alternative promotional activities, such as word-of-mouth communication (WOM), to reach their target markets. From a consumer protection perspective this may be troubling, as consumers may not always be aware of what is commercially motivated WOM and what is not. Based on a synthesis of the literature, this article develops the first practitioner-friendly model, which explains WOM’s effectiveness as an information source for consumers and why it is a powerful tool for nonprofit organizations and government agencies. Then nine recommendations are developed to help nonprofit organizations and government agencies use WOM more effectively as a proconsumer tool. This is the first article to conceptualize proconsumer WOM rather than naturally occurring WOM or commercial WOM and to specifically focus on WOM to protect and educate consumers. The study paves the way to an untapped research area; that of proconsumer WOM by nonprofit organizations and government agencies.

The article focuses on four major assumptions that underlie the alternative conceptualization of public recreation marketing. It explains (1) the redistribution system within recreation resources are allocated; (2) the organizational structure of recreation agencies; (3) the ways in which public recreation agencies interact with local governments and citizens; and (4) the code of ethics and its influence on the behavior of recreation professionals. Finally, the article attempts to integrate these assumptions into an alternative definition of public recreation marketing that is termed “administered marketing.” Key words: administered marketing, redistribution, code of ethics