Public attitudes towards the use of marketing and communication by global non-profit organizations

Background: The importance of the non-profit sector and the commercialization in it is increasing. The organizations have to deal with more competition in the fundraising market on the one hand, and they are on the other hand confronted with people who are blocking the recognition of conventional marketing expressions. Guerrilla marketing is seen as a possibility to penetrate the jungle of marketing and create word of mouth about the organization and its activities.
Purpose: This thesis evaluates the public attitudes towards the increasing use of marketing and communication by global non-profit organizations and investigates for which objectives the use of guerrilla tactics in the marketing and communication mix would be accepted…

Contents

1. INTRODUCTION
1.1 Background
1.2 Problem Discussion
1.3 Research Question
1.4 Objective / Goal
1.5 Limitations
1.6 Theoretical and Practical Relevance
1.7 Structure of the Thesis
2. THE RESEARCH JOURNEY
2.1 Finding the Topic
2.2 Finding the Organization and the Interviewees
2.3 The Problem of Gaining Access
2.4 Adaptation of the Research Question
2.5 The Timetable
3. METHODOLOGY
3.1 Pre-understanding and Personal Considerations
3.2 Research Strategy
3.3 Scientific Perspectives
3.3.1 Inductive versus Deductive Research Approach
3.3.2 Positivistic versus Hermeneutic Paradigm
3.3.3 Qualitative versus Quantitative Approach
3.4 Data Collection Techniques
3.4.1 Theoretical Data Collection
3.4.2 Empirical Data Collection
3.5 Creditability
3.5.1 Construct Validity
3.5.2 Internal Validity
3.5.3 External Validity
3.5.4 Reliability
3.6 Summary of Methodology
4. THEORY
4.1 Non-Profit Organizations
4.2 Aims of the Marketing of Non-Profit Organizations
4.3 Strategies and Methods to Achieve the Aims
4.3.1. Communication
4.3.1.1 The Sender – Receiver Model
4.3.1.2 Changing Perceptions and Expectations
4.3.1.3 Building and Enhancing Relationships
4.3.2 Marketing Mix
4.3.3 Guerrilla Marketing
4.3.4 Promotional Mix
4.3.5 Word of Mouth
5. EMPIRICAL FINDINGS
5.1 Findings of the Questionnaire
5.1.1 Demographic Background of the Interviewees
5.1.2 Interviewees’ Attitudes towards Non-Profit Organizations
5.1.2.1 Interest in Non-Profit Organizations
5.1.2.2 Support of Non-Profit Organizations
5.1.2.3 Knowledge about Non-Profit Organizations
5.1.2.4 Marketing and Communication of Non-Profit Organizations
5.1.2.5 Guerrilla Marketing and Non-Profit Organizations
5.2 Findings of the Interview with Greenpeace Germany
6. ANALYSIS
6.1 Non-Profit Organizations
6.2 Marketing and Communication of Non-Profit Organizations
6.3 Public Judgement of the Use of Marketing by Non-Profit Organizations
6.4 Guerrilla Marketing
7. CONCLUSIONS
7.1 Results
7.2 Recommendations for Non-Profit Organizations
7.3 Reflections
7.4 Recommendations for Further Research
REFERENCE LIST
APPENDIX

Author: Ackermann, Daniel,Kruisman, Tim

Source: Vaxjo University

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