Nonprofit marketing

Abstract

Since the late 1960s, research on nonprofit management has emphasized the relevance of nonprofit marketing. Over the years the growth of the nonprofit sector, increased commercialization and industrialization, as well as reduced government funding in many countries, have enhanced the degree of competition. Consequently, the increasing relevance of nonprofit marketing from a practical point of view can be observed; as well as the greater attention that nonprofit managers and researchers pay to marketing issues. Against this background, this chapter aims to promote the understanding of nonprofit marketing. First, the increasing relevance of nonprofit marketing by outlining the evolution of marketing in general is demonstrated. Second, a definition that features key aspects of nonprofit marketing is proposed. Finally the chapter identifies and critically reviews various strands of research - in particular social marketing, cause-related marketing, and fundraising - so as to determine some of the most pressing concerns around nonprofit marketing today. © Springer Science+Business Media, LLC 2010.