Marketing a non-profit organisation - community chest.

Abstract

Non-profit organisations (NPOs) may differ from business enterprises in a number of aspects such as in their organisational hierarchy and characteristic of managers and staff. However, the general concept of marketing still applies as an NPO can be seen as one that sells a cause. Donations to a charity organisation, thus, constitutes a transaction rather than a transfer, with the donor gaining a sense of satisfaction from his action. NPOs do not just appear in society out of the blue. They generally evolve from friendly neighbours helping out one another to the society’s rich providing certain public facilities and finally to government-managed public systems.