Non Profit Marketing: An Emerging Trend

Abstract

Non profit marketing is an emerging concept in the present era as various non profit organizations are making efforts and applying the concepts of marketing to build mutually satisfying relationships with their consumers. This paper attempts to explain the concept of non profit marketing and how it is contrast with profit marketing and some unique characteristics of non profit marketing strategies. Over the years many new concepts have emerged in the field of marketing and the non profit marketing is one of them. The primary purpose of non profit organisations is not to make profits but to support a specific goal. They need some level of financial support either through sales or donations to sustain and support the cause. The study also focuses on explaining the need for non profit marketing in present era and how it is used as a strategy in the current scenario of fierce competition and increased concern towards society. The secondary data has been collected from newspaper, magazines, journals, books, websites etc.