Marketing for Nonprofit Organisations and methodological guide for them

PhDr. Michael Robert Maria Münch

Doctoral thesis

Abstract:

This thesis has the objective, to propose a methodology for the incorpora-tion of the key marketing concepts reflecting the specifics of non-profit or-ganisations and more specifically of kindergartens. On the way to achieve the aim of this dissertation, it will be shown how current marketing strategies can be adapted in practice. This is proven by actual numbers and a statistical re-search on the interdependence of actions and results of the different organisa-tions. By analysing the current state of literature on the one hand and an em-pirical survey in non-profit kindergartens on the other a guide for the use of modern marketing instruments in non-profit organisations will be created. New ways of marketing for NOPs will be highlighted and their practibility and adaptability in kindergartens is reflected.In the theoretical part demonstrstes the status of non-profit organisations in the economic and societal environment in general and afterwards it is ana-lysed how their position differs from that of classic for-profit organisations. Thus it shows that the still rising importance of the non-profit sector in our maturing economic environment and in our societies requires a professional and marketing-oriented management approach, in order to create and maintain strong organisations that achieve their aims in this growing sector of the 21st century.It becomes clear how important marketing activities are even for non-profit organisations like kindergartens that usually try to convince people by their mission and objectives alone. There is a need for a corporate management in NPOs as well as in FPOs. Since this is not enough in an environment where all types of organisations, ideas, products and services compete with each other it is mandatory for a non-profit organisation to act similar to a normal company and actively sell its ideas and services.

Abstract:

This thesis has the objective, to propose a methodology for the incorpora-tion of the key marketing concepts reflecting the specifics of non-profit or-ganisations and more specifically of kindergartens. On the way to achieve the aim of this dissertation, it will be shown how current marketing strategies can be adapted in practice. This is proven by actual numbers and a statistical re-search on the interdependence of actions and results of the different organisa-tions. By analysing the current state of literature on the one hand and an em-pirical survey in non-profit kindergartens on the other a guide for the use of modern marketing instruments in non-profit organisations will be created. New ways of marketing for NOPs will be highlighted and their practibility and adaptability in kindergartens is reflected.In the theoretical part demonstrstes the status of non-profit organisations in the economic and societal environment in general and afterwards it is ana-lysed how their position differs from that of classic for-profit organisations. Thus it shows that the still rising importance of the non-profit sector in our maturing economic environment and in our societies requires a professional and marketing-oriented management approach, in order to create and maintain strong organisations that achieve their aims in this growing sector of the 21st century.It becomes clear how important marketing activities are even for non-profit organisations like kindergartens that usually try to convince people by their mission and objectives alone. There is a need for a corporate management in NPOs as well as in FPOs. Since this is not enough in an environment where all types of organisations, ideas, products and services compete with each other it is mandatory for a non-profit organisation to act similar to a normal company and actively sell its ideas and services.

Keywords

management-instrument, maturing-economy, non-profit

Keywords

non-profit, management-instrument, maturing-economy

Language used: English

Date on which the thesis was submitted / produced: 4. 7. 2018

Thesis defence

• Supervisor: prof. Ing. Jaroslav Světlík, Ph.D.
• Reader: Pavel Žufan, doc. Ing., Ph.D., Iveta Šimberová, doc. PhDr., Peter Štarchoň, externi

Mendel University in Brno

Faculty of Business and Economics

Doctoral programme / field:
Economics and management / Business management and economics