Marketing Awareness in NGOs: Necessary Evil or Basic Principle to Meet the Stakeholders’ Needs?

Isabelle Dorenkamp | Renate

EMES Conferences Selected Papers Series, ECSP-B08-08
Thematic line: Management and governance of the Third Sector: Theoretical and applied approaches

In this research, the phenomenon of fundraising in the context of marketing is investigated in a Tanzanian NGO, a middle-sized orphanage with 150 children, founded by an English social worker in 2000.

The case study seeks to adopt the FMMM to the Tanzanian NGO based on identifying the marketing awareness of managers and employees as well as on understanding the organization’s fundraising processes, marketing practices and conditions that sustain those processes and practices.

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