Using the production of welfare framework to measure the success of a short-term marketing campaign: a case study

Abstract

This paper presents a case study of a small non-profit organisation in the United States and how it employed the production of welfare (POW) framework to assess the success of a short-term marketing campaign. The paper offers a brief introduction to the challenges of measuring marketing in the voluntary sector and an introduction to the production of welfare concept, and then analyses the case according to the POW framework. Viewed from the POW perspective, the short-term marketing campaign was a success even though it raised less money for the organisation in 2016 than in 2015 because it was more efficient and more effective and it increased participation by the community. We conclude by arguing that other non-profit organisations should consider adopting the POW framework for their own assessment and reporting efforts.