Marketing Strategies in Non-Profit Organizations The Role of…

RESEARCH QUESTIONS (RQ)

RQ1: How does the marketing strategy of a non-profit organisation contribute to its financial sustainability through fundraising and grant-based funding?

RQ2: In what ways does marketing shape trust, engagement, and long-term relationships with donors and institutional funders in non-profit organisations?

PAPER STRUCTURE

1. Introduction and Purpose of the Study

To define the scope of the assignment, the relevance of marketing for non-profit organisations, and the rationale for selecting WWF Greece as a case study. Brief presentation of the research questions and the structure of the paper.

2. Theoretical Framework: Marketing in Non-Profit Organisations

To present the key concepts and models of non-profit marketing, including mission-driven marketing, stakeholder orientation, and value proposition. Emphasis on differences between commercial and non-profit marketing logics.

3. Marketing, Fundraising, and Grant Proposals in the Non-Profit Sector

To explore how marketing supports fundraising activities and grant acquisition by shaping narratives, credibility, and organisational positioning. In addition, to highlight the role of marketing in donor engagement and institutional funding processes.

4. Organisational Profile of WWF Greece

To provide an overview of WWF Greece, including its mission, organisational structure, and positioning within the wider WWF network. Emphasis on its non-profit identity and funding model.

5. Analysis of WWF Greeces Marketing Strategy and Tools

To examine the main marketing tools and channels used by WWF Greece, such as campaigns, digital communication, public reporting, and community engagement, in addition to analysing how these tools align with the organisations mission and strategic objectives.

6. The Role of Marketing in Fundraising and Grant Sustainability at WWF Greece

To analyse how marketing practices support individual donations, corporate partnerships, and grant-based funding. Focuses on trust-building, transparency, and alignment with donor and funder expectations.

7. Critical Assessment on Challenges and Limitations

To identify key challenges and limitations of marketing for non-profit organisations in the Greek context, including resource constraints, donor fatigue, and dependency on institutional funding. In addition, discuss the potential risks and trade-offs.

8. Conclusions and Future Perspectives

To summarise the main findings in relation to the research questions, reflect on the broader implications for non-profit marketing practice, and outline potential directions for future research or strategic development.