Definition
Modern approaches to exploit technological, Internet-based communication and networking methods; building capacity; and increasing revenue.
Introduction
The entry “Marketing in Nonprofit Organizations” in this encyclopedia described the marketing function in general terms. This entry discusses less traditional and more entrepreneurial approaches to making a nonprofit organization more competitive and financially sound. The approach of alternative marketing strategy takes advantage of twenty-first century technology, such as social media, and emphasizes innovation and adaptation to the modern environment.
This description of alternative marketing strategies will discuss new technological approaches to reaching consumers in cyberspace, modern methods of fund-raising, nonprofits’ creation of commercial enterprises, joint ventures, investments, and other alternative means of raising...
This is a preview of subscription content, log in via an institution to check access.
References
Crimmins JC, Kiel M (1990) Enterprise in the nonprofit sector. In: Gies DL, Ott JS, Shafritz JM (eds) The nonprofit organization: essential readings. Brooks/Cole Publishing Company, Pacific Grove, pp 315–327
Etchart N, Comolli L (2013) Social enterprise in emerging market countries: no free ride. Palgrave Macmillan, New York
Francois EJ (2015) Financial sustainability for nonprofit organizations. Springer Publishing Company, LLC, New York
Hausmann A (2012) Creating ‘Buzz’: opportunities and limitations of social media for arts institutions and their viral marketing. Int J Nonprofit Volunt Sect Mark 17:173–182
Khankaew C, Ussahawanitichakit P, Raksong S (2015) A conceptual framework of alternative marketing strategy and marketing outcomes. Proc Acad Market Stud 19(2):1–16
La Piana D, Gowdy H, Olmstead-Rose L, Copen B (2012) The nonprofit business plan: the leader’s guide to creating a successful business model. Turner Publishing Company, Nashville
Levinson JC, Adkins F, Forbes C (2010) Guerrilla marketing for nonprofits: 250 tactics to promote, recruit, motivate, and raise more money. Entrepreneur Press, Irvine
Skloot E (1988) The growth of, and rationale for, nonprofit enterprise. In: Skloot E (ed) The nonprofit entrepreneur: creating ventures to earn income. The Foundation Center, New York, pp 1–9
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Springer International Publishing AG
About this entry
Cite this entry
Friedman, B.D. (2016). Alternative Marketing Strategies in Nonprofit Organizations. In: Farazmand, A. (eds) Global Encyclopedia of Public Administration, Public Policy, and Governance. Springer, Cham. https://doi.org/10.1007/978-3-319-31816-5_2584-1
Download citation
DOI: https://doi.org/10.1007/978-3-319-31816-5_2584-1
Received:
Accepted:
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-31816-5
Online ISBN: 978-3-319-31816-5
eBook Packages: Springer Reference Economics and FinanceReference Module Humanities and Social SciencesReference Module Business, Economics and Social Sciences
Publish with us
Chapter history
-
Latest
Alternative Marketing Strategies in Nonprofit Organizations- Published:
- 11 February 2017
DOI: https://doi.org/10.1007/978-3-319-31816-5_2584-2
-
Original
Alternative Marketing Strategies in Nonprofit Organizations- Published:
- 13 January 2017
DOI: https://doi.org/10.1007/978-3-319-31816-5_2584-1