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Special Issue "Marketing of Nonprofit Organizations"

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A special issue of International Journal of Financial Studies (ISSN 2227-7072).

Deadline for manuscript submissions: closed (31 August 2014)

Special Issue Editor

Guest Editor
Dr. Jennifer A. Pope

Marketing Department, Seidman College of Business, Grand Valley State University, 3106 L. William Seidman Center Building, 50 Front St. NW, Grand Rapids, MI 49504, USA
E-Mail
Phone: 616-331-7315
Interests: nonprofit marketing strategy; international marketing; international business relationships and sales

Special Issue Information

Dear Colleagues,

Nonprofit organizations (NPOs) serve a unique purpose, filling gaps left by governments and for-profits. NPOs have the potential to do a lot of good in their communities. Furthermore, to fill that gap, the number of nonprofit organizations has grown tremendously in the last three decades which has created more competition for the limited amount of funds available to NPOs from the government, corporations, and foundations. With this growth in number and importance of NPOs has come a greater interest from the nonprofit sector in marketing their organizations to not only clients but potential donors and volunteers. Still, marketing is still a relatively new concept to the NPOs community. Nonprofits did not apply marketing techniques until the 1960s. While marketing your NPO is now a well accepted practice, staff at smaller NPOs in particular still struggle with how to effectively market their mission and need to the outside community. Usually, NPOs have applied traditional marketing techniques to their NPO marketing strategy. However, traditional marketing theories are inappropriate for NPOs, because most of these theories focus on the exchange process and making a profit. The perception of marketing is different in nonprofit organizations as they do not use profit as the primary measure of success. Furthermore, unlike for profit organizations NPOs have three distinct market segments, donors, volunteers and clients, each of whom has different needs and interests in the organization. This difference is further compounded by the fact that NPOs, smaller ones particularly, do not always have in house expertise in marketing and are often unsure how to effectively market to these divergent markets. This limits their ability to develop a stable base of both donors and volunteers and even clients. Research specifically in nonprofit marketing techniques can aid NPOs to better reach out to potential clients, donors and volunteers and thus have the resources to follow their missions.

Dr. Jennifer A. Pope
Guest Editor

Submission

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. Papers will be published continuously (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are refereed through a peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. International Journal of Financial Studies is an international peer-reviewed Open Access quarterly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. For the first couple of issues the Article Processing Charge (APC) will be waived for well-prepared manuscripts. English correction and/or formatting fees of 250 CHF (Swiss Francs) will be charged in certain cases for those articles accepted for publication that require extensive additional formatting and/or English corrections.

Keywords

  • Marketing
  • nonprofit organizations
  • marketing theory for NPOs
  • resource access, marketing expertise

Published Papers (2 papers)

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Research

Open AccessArticle Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work Companies
Int. J. Financial Stud. 2014, 2(1), 1-14; doi:10.3390/ijfs2010001
Received: 30 November 2013 / Revised: 7 January 2014 / Accepted: 24 January 2014 / Published: 13 February 2014
PDF Full-text (258 KB) | HTML Full-text | XML Full-text
Abstract
This article explores the dilemmas and challenges that hybrid organizations face when developing marketing strategies. Hybrid organizations are organizations that combine tasks and characteristics of governmental organizations, private (for profit) organizations, and non-profit organizations. In this article, we show that these organizations are
[...] Read more.
This article explores the dilemmas and challenges that hybrid organizations face when developing marketing strategies. Hybrid organizations are organizations that combine tasks and characteristics of governmental organizations, private (for profit) organizations, and non-profit organizations. In this article, we show that these organizations are confronted with different target groups, organizational identities and key images. In some instances, the key messages that need to be transmitted through marketing strategies may even be incompatible. Dutch sheltered work companies are illustrative examples of hybrid organizations. They compete with temp work agencies in providing employees to employers, they provide care for people with severe disabilities and they implement the Dutch Sheltered Work Act in their role of governmental agencies. This article theoretically identifies the challenges and dilemmas that may be involved in the marketing of these diverse activities and explores strategies that may be used to overcome these challenges and dilemmas. Full article
(This article belongs to the Special Issue Marketing of Nonprofit Organizations)
Open AccessArticle The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing
Int. J. Financial Stud. 2013, 1(3), 102-118; doi:10.3390/ijfs1030102
Received: 31 July 2013 / Revised: 29 August 2013 / Accepted: 3 September 2013 / Published: 9 September 2013
Cited by 2 | PDF Full-text (205 KB) | HTML Full-text | XML Full-text
Abstract
This inquiry contributes to the literature on the development of “nonprofit marketing thought” by describing how the field’s early period established a legacy effect on nonprofit marketing scholarship to the present day. This qualitative work uses a wide variety of sources from a
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This inquiry contributes to the literature on the development of “nonprofit marketing thought” by describing how the field’s early period established a legacy effect on nonprofit marketing scholarship to the present day. This qualitative work uses a wide variety of sources from a protracted historical period in order to more fully inform a perspective on the relevant issues that have influenced the development of nonprofit marketing scholarship. The investigation suggests that, although the debate on whether or not marketing is a science was nominally resolved years ago, the origins of marketing scholarships as an applied business discipline remain influential. The effects on this influence is a body of research that is fragmented, conflicted, sometimes invalid, and has produced few general theories indicative of a social science. Recommendations are offered for improving the quality of nonprofit marketing scholarship. Full article
(This article belongs to the Special Issue Marketing of Nonprofit Organizations)

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