ABSTRACT
In today’s competitive environment, nonprofit organizations (NPOs) have joined corporations in aggressively pursuing market share (support base) and revenue (fund-raising). NPOs typically respond to new forms of competition by developing marketing strategies. Unfortunately, the term “marketing strategy” is often misunderstood by these organizations. They inaccurately perceive that marketing strategies begin by creating image-enhancement campaigns, conducting expensive marketing research studies, and developing new products and services.
