Marketing for a non-profit organization

• Autores: Evangelia K Blery, Efstathia Katseli, Nertilda Tsara
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 7, Nº. 1, 2010, págs. 57-68
• Idioma: inglés
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• Dialnet Métricas: 2 Citas
• Resumen

  • The purpose of this paper is to examine the issues related to the marketing practices employed by WWF (World Wide Fund for Nature), a non-profit Organization in Greece, to promote its program concerning the protection of animals threatened with extinction. To gain an initial understanding of the marketing practices employed by the Organization the case study method is employed, since its fundamental characteristic is the “focus on a particular setting or event”. The findings showed that WWF has a marketing strategy and applies to the public with a successful message. In addition, the low cost influences people to donate and support the survival of their preferred animals. The Organization uses a variety of media for promotion such as direct mail, newsletters, magazines, newspapers and the Internet.