Abstract:
In America, particularly in the last ten years, there has been an increasing trend to apply marketing techniques to non-profit organisations. Reports indicate that the experiments have been successful and there is more and more enthusiasm for this approach, which is now widely applied. In South Africa this has not been the case. Despite a large number of welfare and non-profit organisations there do not appear to have been any serious attempts to emulate the American example. This is not because of a lack of need. Poor economic conditions, an increasing need for their services and the financial demands of expansion have forced some welfare and non-profit organisations to recognise the need for urgent and effective action. The traditional ways were simply no longer coping - something new was needed. This need suggested the topic of this study - the development of a marketing strategy for a non-profit organisation.
