Non-profit marketing
Non-profit marketing is the application of marketing techniques to third-sector organisations, such as NGOs, foundations or associations, to gain support, funding, volunteers or changes in behaviour
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Its audiences are varied: donors, members or volunteers, beneficiaries, institutions and partner companies. It therefore combines fundraising, cause communication, community management and accountability for how resources are used.
It differs from social marketing, which promotes beneficial behaviours (for instance blood donation or road safety) and may also be led by public authorities, and from cause-related marketing, in which a company links its sales or brand to a cause. Transparency and consistency between message and action are particularly important for maintaining trust.
Also known as
Nonprofit marketing, Charity marketing
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