Marketing for Improved Sustainability in Nonprofit Organizations

Intech Open (2022)
  Copy   BIBTEX


Competition for funding has prompted nonprofit Organizations (NPOs) to adopt marketing and other business-oriented practices to survive. Although certain NPOs have begun to implement marketing strategies, long-term sustainability continues to be a problem. This paper explores the degree to which NPOs in the healthcare industry use marketing strategies to attain sustainability. The data collection and analysis were carried out qualitatively. Data gathering methods included a literature study, in-depth interviews, and focus group discussions. Thematic and content analysis were used to analyze the data. According to the findings, nonprofits cannot successfully implement marketing strategies and business methods due to a lack of marketing know-how, expertise, and donor funding. This paper may benefit NPOs, donors, and stakeholders who support the operations of NPOs. Nonprofit organizations will, for instance, have a better understanding of the significant and positive impact marketing strategies have on their organizations’ growth and sustainability. Furthermore, the paper recommends measures that NPOs can take to address the limiting factors and improve sustainability. The article ends by outlining further research options that will assist other academics engaged in this field.



External links

  • This entry has no external links. Add one.
Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Similar books and articles

Political Theory and the Nonprofit Sector.Theodore Lechterman & Rob Reich - 2020 - In The Nonprofit Sector: A Research Handbook. Stanford, CA, USA: pp. 171-91.
Advancing the Role of Nonprofit Health Care.Marcia Metcalfe - 2002 - Inquiry: The Journal of Health Care Organization, Provision, and Financing 39 (2):96-100.
The Effect of Investor Sentiment on Nonprofit Donations.Keval Amin & Erica Harris - 2020 - Journal of Business Ethics 175 (2):427-450.


Added to PP

27 (#427,253)

6 months
27 (#38,975)

Historical graph of downloads
How can I increase my downloads?

Author's Profile

Robertson K. Tengeh
Cape Peninsula University of Technology

Citations of this work

No citations found.

Add more citations

References found in this work

No references found.

Add more references