Marketing mix of non-profit organizations (NPO) affecting the willingness-to-donate (WTD) in Malaysia

Abstract

Marketing mix has been used by profit organizations in planning in order to develop effective marketing strategies to achieve organizational goals. Due to different organizational nature, nonprofit organizations find marketing mix in commercial setting less applicable in non-profit context. Therefore, this study aimed to contribute to the existing body of marketing mix in the perspectives of non-profit organization by determining the relationship of the factors in marketing mix, which are purpose, presence, proximity and partnership and willingness-to-donate towards non-profit organization. For research methodologies, Pearson's Correlation Coefficient was used with Statistical Package for Social Science (SPSS) software to determine the relationship between marketing mix and willingness-to-donate. Questionnaires were distributed around high traffic shopping malls in Kuala Lumpur and 109 responses were collected. The marketing mix in this study is found to have significant relationship with the willingness-to-donate. This paper allows the non-profit organizations to understand the influential marketing factors upon willingness-to-donate which can be included in marketing related planning for effective fundraising strategies.