Special Issue "Marketing of Nonprofit Organizations"


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
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


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.


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

Published Papers (2 papers)

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p. 1-14
by , ,  and
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
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(This article belongs to the Special Issue Marketing of Nonprofit Organizations)
p. 102-118
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
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Last update: 5 March 2014

Int. J. Financial Stud. EISSN 2227-7072 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert