Public attitudes towards the use of marketing and communication by global non-profit organizations

Background: The importance of the non-profit sector and the commercialization in it is increasing. The organizations have to deal with more competition in the fundraising market on the one hand, and they are on the other hand confronted with people who are blocking the recognition of conventional marketing expressions. Guerrilla marketing is seen as a possibility to penetrate the jungle of marketing and create word of mouth about the organization and its activities.
Purpose: This thesis evaluates the public attitudes towards the increasing use of marketing and communication by global non-profit organizations and investigates for which objectives the use of guerrilla tactics in the marketing and communication mix would be accepted.
Limitations: Though the data for this thesis was collected through questionnaires in Sweden, Germany and The Netherlands, there are no country dependent differences investigated.
Theory: Classification of NPOs; aims of NPOs; basic model of communication; dynamic model of expectations; relationship between expectation, satisfaction and donations; marketing mix; guerrilla marketing; viral marketing; live buzz marketing; promotional mix; word of mouth.
Method: Survey with more than 100 participants; interview with the fundraising responsible of Greenpeace Germany
Findings and Conclusions: The public accepts the use of marketing and communication and the therefore necessary expenditures for the purpose to spread the message and gain donators. Openness and honesty in the NPOs’ behaviour are considered more important than the use of less money for marketing and communication. Guerrilla marketing is not suitable for all aims of a NPO, but is accepted in order to spread the message and increase the media coverage.

Contents

1. INTRODUCTION
1.1 Background
1.2 Problem Discussion
1.3 Research Question
1.4 Objective / Goal
1.5 Limitations
1.6 Theoretical and Practical Relevance
1.7 Structure of the Thesis
2. THE RESEARCH JOURNEY
2.1 Finding the Topic
2.2 Finding the Organization and the Interviewees
2.3 The Problem of Gaining Access
2.4 Adaptation of the Research Question
2.5 The Timetable
3. METHODOLOGY
3.1 Pre-understanding and Personal Considerations
3.2 Research Strategy
3.3 Scientific Perspectives
3.3.1 Inductive versus Deductive Research Approach
3.3.2 Positivistic versus Hermeneutic Paradigm
3.3.3 Qualitative versus Quantitative Approach
3.4 Data Collection Techniques
3.4.1 Theoretical Data Collection
3.4.2 Empirical Data Collection
3.5 Creditability
3.5.1 Construct Validity
3.5.2 Internal Validity
3.5.3 External Validity
3.5.4 Reliability
3.6 Summary of Methodology
4. THEORY
4.1 Non-Profit Organizations
4.2 Aims of the Marketing of Non-Profit Organizations
4.3 Strategies and Methods to Achieve the Aims
4.3.1. Communication
4.3.1.1 The Sender – Receiver Model
4.3.1.2 Changing Perceptions and Expectations
4.3.1.3 Building and Enhancing Relationships
4.3.2 Marketing Mix
4.3.3 Guerrilla Marketing
4.3.4 Promotional Mix
4.3.5 Word of Mouth
5. EMPIRICAL FINDINGS
5.1 Findings of the Questionnaire
5.1.1 Demographic Background of the Interviewees
5.1.2 Interviewees’ Attitudes towards Non-Profit Organizations
5.1.2.1 Interest in Non-Profit Organizations
5.1.2.2 Support of Non-Profit Organizations
5.1.2.3 Knowledge about Non-Profit Organizations
5.1.2.4 Marketing and Communication of Non-Profit Organizations
5.1.2.5 Guerrilla Marketing and Non-Profit Organizations
5.2 Findings of the Interview with Greenpeace Germany
6. ANALYSIS
6.1 Non-Profit Organizations
6.2 Marketing and Communication of Non-Profit Organizations
6.3 Public Judgement of the Use of Marketing by Non-Profit Organizations
6.4 Guerrilla Marketing
7. CONCLUSIONS
7.1 Results
7.2 Recommendations for Non-Profit Organizations
7.3 Reflections
7.4 Recommendations for Further Research
REFERENCE LIST
APPENDIX
Appendix A: Further Examples of Guerrilla Marketing by NPOs
Appendix B: The Questionnaire
Appendix C: The Guideline of the Interview with the Organization
Appendix D: Additional Information

Author: Ackermann, Daniel,Kruisman, Tim

Source: Vaxjo University

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