Exploring a New Marketing Strategy for Nonprofit Organizations: An International Perspective

Le résumé fourni par la source

While some are still hesitant to do so, many nonprofit organizations (NPOs) have recently adopted the strategy of marketing, as competition for funding has become fierce. Although studies on NPO marketing from international perspectives do exist, many of them are limited to the US, the UK, and Australia. This paper thus aims to examine NPO marketing strategies, practices, and challenges through semi-structured interviews with stakeholders working for various NPOs in the following 15 countries: Austria, Belgium, Chile, China, Finland, France, Germany, Ghana, Japan, the Netherlands, Portugal, Taiwan, Switzerland, the UK, and the US.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.