Abstract
AbstractThis paper discusses the applicability of sales promotions within not‐for‐profit (NFP) marketing, and argues that some of the widely held prejudices about sales promotions have acted to obscure their potential contribution to a range of NFP markets. Understanding this potential requires a clearer understanding of the strengths and weaknesses of specific sales promotion techniques. The paper presents frameworks for classifying both sales promotions and marketing contexts, which can help an understanding of which sales promotions might work in particular NFP contexts. The paper then focuses on a specific type of sales promotion, which represents a potentially valuable and versatile tool for NFP marketers, the sales promotion competition. It details the benefits that sales promotion competitions can offer NFP marketers, and also contributes some guidelines to aid in running them effectively. Copyright © 2003 Henry Stewart Publications
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