The Application Of Marketing Principles To Fund Raising In Non-profit Organization

As the domain of public management, the research on non-profit organization arose in China during the nineties of 20 century. With the development of economy and the competition of market, an issue of the conjunction of marketing management in private sector and non-profit organization in public sector has become in recent years the focus of increasing interest among researchers and academics in China, being promoted by the advanced research in other countries. For the intention of solving the problems resulting from the deficit of fund in non-profit organization, it is of interest to enclose the use of the conjunction research in the formulation and implementation of marketing principles, ideas and solutions to the fund raising in non-profit organizations, and correspondingly design the feasible marketing mix.The dissertation can be divided into six main sections. The first sector begins with an overview of non-profit organization, and then explains the relevant definitions as well as the significance and the innovation in the dissertation. The second sector is an introduction of theories of fund raising and marketing in non-profit organization, and what is more, in this part, it analyzes the feasibility of the implementation of the conjunction research for fund raising and marketing in non-profit organizations. The third sector is the main part of the dissertation, as it designs the marketing mix for fund raising in non-profit organizations. Firstly, it introduces the concepts and applications of marketing principles and marketing mix, especially the implication of integrated marketing communications. Secondly, it designs the correspondingly practical marketing mix upon the basis of the first point. The forth sector takes three examples of non-profit organization in the United Kingdom as British Heart Foundation, BBC's Child in Need, and Oxfam, in order to prove the feasibility of...