ABSTRACT
One of the certainties in life is that we need money to survive, as few things in this world can be
either acquired or achieved without money. The key role of any charity therefore has to be to
generate income in order to achieve the aims and objectives defined by the board and
management of the charity. Increasingly, charities are recognizing the value of marketing,
and there has been a distinct change, as more and more charities emerge into the arena of
different forms of retailing, sponsorship and event organizations. However, their approach to
retailing takes on very different dynamics to that of a traditional retailer.
