'Selling the Third Sector' - Critical Processes to Create Successful Marketing Initiatives for Charities and Other Nonprofit Organisations

Abstract

Purpose: The purpose of this research is to explore the marketing strategies and practices employed by charity and community organisations to engage with stakeholders, attract and retain funding, and raise their organisational profile. The study aims to provide an holistic view of marketing activities, identify unique selling points, define products or services, and target populations, compile customer profiles, and develop marketing initiatives tailored to individual requirements. Methods: The research employed a mixed-methods approach, involving interviews with practitioners and a review of key articles from principal journals. Data was extracted using inductive methods, and recommendations were formulated using a systems approach to assist practitioners in creating successful marketing initiatives. Findings: The study identified key themes and practices in marketing strategies for charity and community organisations. These included the importance of identifying unique selling points, defining products or services and target populations, compiling customer profiles, and developing tailored marketing initiatives. The findings also highlighted the need for diversification of funding sources, evaluation of potential activities using organisational principles, and the use of key performance indicators to define standards of delivery. Originality: This research contributes to the existing literature by providing a comprehensive framework for marketing strategies in charity and community organisations. Unlike previous studies that have focused on specific aspects of marketing, this study offers a holistic view of marketing activities, including the identification of unique selling points, customer profiling, and tailored marketing initiatives. The use of a systems approach in formulating recommendations adds to the originality of the study. Keywords: charity marketing, community marketing, unique selling point, customer profiles, key performance indicators, funding diversification