ABSTRACT

This chapter discusses the development of a marketing orientation in a rather unique organization, self-help groups— those providing for mutual assistance among adult single persons to meet and socialize, that is, "singles groups." These organizations supply a variety of social, educational, cultural, health/fitness, entertainment, and personal growth services that broadly fit within a self-help framework. Self-help groups are relatively small voluntary structures established to provide mutual aid and accomplish special tasks. Mutual-aid groups and private voluntary associations are essentially the same types of social organizations. The idea of promoting an organization that encourages individuals to follow their hobbies, socialize, and establish friendships and relationships is as old as society itself. Considerable insight into self-help groups has been gained from a study of the usage and attitudes of the participants of the Westport Unitarian Singles Group, one of the nation's most successful self-help singles organizations.