The marketing challenges of non-profit organisations involved in the provision of social services

Terblanche N.S. (1999)


The primary objective of this article is to illustrate the complexity of the marketing task of non-profit organisations. This marketing task, when compared with that of for-profit organisations, is much more complicated. Secondary objectives are to discuss some tactics and strategies that non-profit organisations can apply to improve some of their marketing abilities. The first section of the article deals with the factors that contribute to the acceptance of marketing principles by non-profit organisations. The second section attends to the competition non-profit organisations have to deal with. Thereafter the dual marketing task of a non-profit organisation is dealt with. In the last section attention is given to some marketing tactics and strategies that non-profit organisations can employ.

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