Application of Direct Marketing Tools in the Nonprofit Sector. The Albanian Case

Abstract

Non-profit organizations rely on direct marketing tactics to attract the target market. Managers of nonprofit organizations use direct marketing to attract donors, recruit volunteers and attract beneficiaries. Direct marketing tools are used by non-profit organizations for many years. This concept was expanded to include not only mail but any medium that provides a two-way communication with the target audience. The development of technology in this field has created new communication possibilities, although traditional methods are still effective.The purpose of this paper is to identify what are the forms of direct marketing used by non-profit organizations operating in Albania in attracting the target market. Information will be provided about the use of direct marketing tools to attract donors, volunteers, and beneficiaries by type of nonprofit organizations and their location. Secondary data helped to obtain information on the use of direct marketing tool by non-profit organizations while primary data helped to obtain information on the use of direct marketing by non-profit organizations operating in Albania. For primary data collection were used questionnaires to the non-profit organizations operating in Albania. For the interpretation of primary data, extracting conclusions and recommendations are used focus groups, representatives of whom were executive directors of nonprofit organizations. DOI: 10.5901/ajis.2013.v2n8p344