Key Marketing Challenges for Micro and Small Sized Non–Profit Organisations: A Study of Australian Third Sector Firms

This chapter provides preliminary evidence on major marketing concerns affecting small to medium-sized non-profit organisations (SME). According to existing research, using marketing platforms and services – including digital marketing channels – provides non-profit company practitioners with a variety of opportunities to interact and communicate with consumers, clients, stakeholders, and the general public [1,2]. While recent research [3,4] clearly shows that non–profits’ potential adoption of modern marketing approaches, such as social media applications, can help drive new marketing possibilities within the third sector, understanding how non–profits develop and deploy their marketing activities appears to be of critical importance to organisations competing in this space. This study identified four prominent marketing themes/issues based on the knowledge and experiences of 115 non–profit managers in Australia: fundraising and other monetary related pressures; donor acquisition and relationship management; a ‘lag behind’ mentality in using new marketing platforms like social media; and a perceived lack of expertise in the area of marketing. The findings in this chapter support the need for a more widespread adoption of a marketing strategy in non–profit organisations, particularly among tiny and micro non–profits.

Author(S) Details

Simon J. Wilde
Faculty of Business, Law and Arts, Southern Cross University, Gold Coast Campus, Australia.

David M. Herold
Vienna University of Economics and Business, Vienna, Austria.

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