| Abstract: | There is evidence that a good deal of the marketing within the not-for-profit sector tends to be of a short-term tactical nature. More particularly, there would seem to be disproportionate emphasis on the communication element aimed in many cases at donors/funding organisations. This paper proposes a need for a more long-term strategic role for marketing within not-for-profit organisations and due to their particular characteristics, the application of relationship marketing is considered to be necessary to produce such a role. |
