The Application and Importance of Marketing and its Tools in the Conditions of Non-profit Organizations on a Global Scale

Abstract

Research background: Marketing as a separate area of activities does not immediately occur only in the environment of companies, but is also used in the environment of non-profit organizations. Although the activities of non-profit organizations differ significantly from the activities of commercially oriented companies, even in the case of non-profit organizations, marketing activities and tools are used to improve the overall progress of non-profit organizations. Purpose of the article: The article deals with the analysis of marketing activities and tools that are applied in the conditions of non-profit organizations. In the case of applicable marketing tools, we will also address the question of whether it is necessary to modify traditional marketing tools in the environment of non-profit organizations. The aim of the article is to analyse the most frequently applied marketing tools in the environment of non-profit organizations. Methods: Descriptive methods as well as comparative methods are used in the analysis in order to compare them with the commercial sector. In this article, we work with the hypothesis that the application of the marketing concept will be different compared to profit-oriented marketing and we assume that marketing strategies will require a certain degree of modification. Findings & Value added: Based on the performed analysis, we will evaluate the findings of this issue and suggest other options for the implementation of marketing tools in the environment of non-profit organizations.

Sosyal Fayda için Yapay Zeka

“…Sosyal, duygusal, iletişimsel ve etkileşimli görevler de dahil olmak üzere farklı görevleri yerine getirmek için tasarlanan YZ empatik duygu görevlerinde bile kullanılabilir. Son olarak da YZ'nin STK'lara entegrasyonu açık inovasyona ve stratejik yönetime katkıda bulunabilir ve nihayetinde bu kuruluşlar içindeki yönetişim süreçlerini iyileştirebilir (Rosnerova ve Hraskova, 2021).…”

Cash may be king, but goods are queen: Marketing for noncash donations by nonprofit organizations

“…During this time, researchers determined that marketing was important for NPOs; it was not limited to the sale of products in the for‐profit sector, it could also be used for social change. Researchers such as Mano (2010) have opined that marketing may be used by NPOs to “increase revenues from private stakeholders” (p. 566) and Rosnerova and Hraskova (2021) have aligned “donor membership” and repeat donations to NPO marketing efforts (p. 3).…”

“…Therefore, this type of marketing is only one tool in the toolbelt. Marketing is about increasing an NPOs “awareness about itself among the public” (Rosnerova & Hraskova, 2021, p. 3), and much of the success of an NPO may hinge upon increasing this presence – financially and otherwise. Now that support for marketing for noncash donations has been presented, the literature must now be reviewed to understand the split that separates potential donors from actual ones.…”

Analysis on the Marketing Strategy of Taobao under the Background of the Era of Internet

“…Meanwhile, marketing not only be applied in the corporate environment, but it is also used in the nonprofit environment. Although the activities of nonprofit organizations are very different from those of business-oriented companies, marketing activities and tools are used to improve the overall progress of nonprofit organizations, even in the case of nonprofit organizations [7]. The process of globalization, drastic and frequent changes, and the increasing importance of knowledge application through the successful implementation of innovations largely determine the development of the new economy.…”