Marketing for Nonprofit Organization to Attract Fundraising

Abstract

The purpose of this paper is to make clear how Nonprofit Organization (NPO) raises funds from individuals in the view of marketing. It is important of NPO to attract individual donors. Since NPO is restricted to collaborate with firm or government, so it has to collect funds from individual donors to accomplish it's own mission. First, we propose the framework for the purpose of analyzing how NPO acquire individual donors in the view of marketing. The essence of marketing is "relationship", which means the system constructed between one and the other. Second, we give a case here of Medecins Sans Frontieres Japan to clarify the way how NPO attract individual donation in the view of marketing. And then, we classifyindividuals into donors and non-donors to make clear the process of having non-givers to be givers who are donating. Third, we discuss the results of this study in the following 2. One is if the case is suitable for clarifying this research problem, and the other is how the result of this study can be generalized. Finally, we conclude this study that the way NPO raises funds is to practice marketing under the concept of the process of "recognition→persuasion→selection→information". It suggests that the result of this study can be applied to another resource attraction such as volunteer. In addition, the limitation of this study is the lack of the view of donors, so the following study will be both in the view of NPO and donors.