A Relationship with benefits: Relationship Marketing in Non-­profit Organisations in South Africa

University essay from Mälardalens högskola/Akademin för hållbar samhälls- och teknikutveckling


Purpose: The purpose of this article was to see how NPO’s can use relationship marketing in their activities to secure donors and funding for their causes and projects.

Methodology: Unstructured interviews were held with representatives from different hospices as well as with representatives from the umbrella organisation, the HPCA.

Findings: The findings showed that the concerned hospices all had similar issues and suffered with the same problems, both economical and communicative. Successful relations were built on personal contacts and projects where donors took an active part The higher the grade of involvement the higher commitment and loyalty towards the hospice/organisation. The factors that were salient in the successful cases are also factors that are salient in the theory of successful relationship marketing (e.g. loyalty, commitment, interaction).

Value: The article highlights the complexity of the market of NPO’s in South Africa and some of the issues they are faced with.

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