Not-for-profit marketing in the real world: an evaluation of Barnardo's 1995 promotional campaign
✍ Scribed by Fiona C. Denney
- Publisher
- John Wiley and Sons
- Year
- 1999
- Tongue
- English
- Weight
- 87 KB
- Volume
- 4
- Category
- Article
- ISSN
- 1465-4520
- DOI
- 10.1002/nvsm.65
No coin nor oath required. For personal study only.
✦ Synopsis
Abstract
This paper examines the extent to which the academic literature underpinning marketing communications appears in the practice of charities' marketing. The first part of the paper investigates the theoretical background surrounding the marketing communications of nonprofit‐making organisations drawing from the main academic papers written since the subject was opened in 1969. This theory is then compared and contrasted with the results of a case study concerning a major campaign by Barnardo's, one of the United Kingdom's largest charities.
Resultsindicatethatsomeofthepoints highlighted by the academic literature are found in the marketing communications strategy of Barnardo's. Nevertheless, a range of areas is ripe for improvement, including improved systems for obtaining feedback from the target audience on the message that they received. Copyright © 1999 Henry Stewart Publications