Int Rev Public Nonprofit Mark (2010) 7:57–68

DOI 10.1007/s12208-010-0049-2
O R I G I N A L A RT I C L E

Marketing for a non-profit organization

Evangelia K. Blery & Efstathia Katseli &

Nertilda Tsara

Received: 27 April 2009 / Accepted: 8 February 2010 / Published online: 24 February 2010
# Springer-Verlag 2010

Abstract The purpose of this paper is to examine the issues related to the marketing
practices employed by WWF (World Wide Fund for Nature), a non-profit Organization
in Greece, to promote its program concerning the protection of animals threatened with
extinction. To gain an initial understanding of the marketing practices employed
by the Organization the case study method is employed, since its fundamental
characteristic is the “focus on a particular setting or event”. The findings showed
that WWF has a marketing strategy and applies to the public with a successful
message. In addition, the low cost influences people to donate and support the survival
of their preferred animals. The Organization uses a variety of media for promotion
such as direct mail, newsletters, magazines, newspapers and the Internet.

Keywords Non-profit organizations . Case study . PEST analysis . SWOT analysis .

Marketing mix

1 Introduction

Most non-profit organizations are not selling products, they are selling their
organization’s mission, their ideas, their programs and their services. If local
community members do not have an awareness of the good work that a non-profit

E. K. Blery (*)
Technology Park, NCSR ‘Demokritos’ Patriarxou Grigoriou and Neapoleos, 15310 Athens, Greece
e-mail: eviblery@gmail.com
e-mail: evib@central.demokritos.gr

E. Katseli : N. Tsara
TEI of Athens, Agiou Spyridonos, 12210 Egaleo, Athens, Greece
E. Katseli
e-mail: efi.katseli@hotmail.com
N. Tsara
e-mail: llastica2@hotmail.com
58 E.K. Blery et al.

does, it is unlikely that they will contribute to a fund raising campaign. For non-
profit organizations a strong image is the key to community awareness, thus
developing and maintaining a strong image through marketing will increase local
support for the organization.
This study aims to examine the issues related to the marketing practices employed
by WWF (World Wide Fund for Nature), a non-profit Organization in Greece, to
promote one of its programs, the protection of animals threatened with extinction.

2 Literature review

Non-profit organizations, although this is not generally accepted, are operating in a

competitive environment. In addition, non-profit organizations have to operate
within limited constraints of finance and manpower resources, which are a function
of the environment in which the organization is operating and the “publics” they
relate to are many (Yorke 2007). As Gallagher and Weinberg, (1991) mentioned, the
characteristics of nonprofit organizations include non-financial objectives, mission-
driven, multiple “customers,” and a competitive-cooperative relationship with their
competitors.
In addition as Bruce (1995) argued, nonprofit organizations have multiple
stakeholders such as, staff, representatives of beneficiaries, committee/board
members, staff managers, union representatives, board leaders and thus it very
difficult to ascertain success and this may lead to their disregard of marketing. As
Krashinsky (1997) claimed, stakeholder groups each may have their own interests,
and when they conflict organizations will have to devise mechanisms to resolve
these disagreements.
Furthermore, as Yorke (2007) stated, the opportunity to manipulate the
components of the marketing mix also differs, because for example price, can not
often be used as an instrument for influencing consumer behavior.
Kotler and Levy (1969) argued that marketing plays a very important role in the
lives of non-profit organizations and should undertake marketing whether they know
it or not, thus, they must possess a satisfactory understanding of it.
Nowadays, as Andreasen and Kotler (2003) claimed, since nonprofit organiza-
tions need to increase their income in order to fulfil their mission, the principles and
practices of marketing are increasingly being applied to many nonprofit organ-
izations. However, it still remains an unfamiliar concept for a significant number of
non-profit organizations. According to Bulla (2006), non-profit organizations
although they generally agreed that customer profiling and market segmentation
might be helpful, they did not actually do this.
A research conducted by Akchin (2001) to determine the state of marketing in
non-profit organizations in the USA, highlighted a trend to perform one or more
marketing functions instead of the adoption of a comprehensive marketing strategy.
The research of Dolnicar and Lazarevski (2009) showed that many non-profit
organizations still demonstrate a distinct lack of understanding of what the principles
of marketing are and largely focus their efforts on sales and promotional activities. In
addition, only a small proportion of staff members of the sampled non-profit
organizations who work in marketing are actually trained in marketing. The reasons
Marketing for a non-profit organization 59

for this could be that the marketing mix elements are not under the full control of the
non-profit organization (for example, the product cannot be changed, the price is
often voluntary and distribution channel decisions can rarely be made). In addition, it
is possible that non-profits have been reluctant to adopt marketing strategies and
instruments because they perceive marketing is a bad thing which aims at
manipulating people and therefore it is not compatible with the honourable work
they are doing.
As Maynard (2008) supported, non-profit Organizations should develop a strong,
well-known identity over time. Thus, the marketing concept should be seen as a
philosophy of action for them. As Lake (2008), mentioned it’s important that these
organizations understand that marketing is more than just the old sense of making a
sale or obtaining a donation, but it is a way to satisfying the consumer and donor
needs. Shapiro (1981) and Ojiambo (1994) claimed that non-profit Organizations
should develop their own distinctive competencies, (things they do better than
anyone else) and concentrate on them. Andreasen and Kotler (2003, p. 49), in their
recommendations for strategic marketing for non-profits, emphasized the adoption of
a marketing mindset, termed a “customer-centered” mindset, which focuses on
understanding customers’ needs, wants and perceptions, as opposed to an
“organization-centered” mindset. A “customer-centered” mindset means the organi-
zation places the customer at the centre of everything the organization does. The
authors stress the importance of market research in understanding the needs of non-
profit customers so as to better satisfy these needs.
Susan (2005) explored how marketing can be used to derive significant benefits
from philanthropy activity. In many contexts, traditional marketing approaches have
been successfully used to promote non-profit organizational missions or to raise
public awareness or interest. According to Dolnicar and Lazarevski (2009),
although, nonprofit organizations’ mission (product) is defined in advance and
cannot be changed in dependence of market needs, there is a wide range of other
marketing strategies and instruments available to non-profits that can be imple-
mented without changing or denying their true mission. Such strategies include the
identification of customers who are most interested in supporting their mission
(market segmentation), ensuring an image is built that is attractive to those people
(product positioning), the development of communication messages most attractive
to these people (advertising) and communicating with them through channels these
people regularly use (place).
Other researchers such as Maynard (2008), Lake (2008) and Ojiambo (1994) agreed
that segmentation strategies are crucial for the sustainability of nonprofit organizations
and should define their target markets, identify their customers and maintain consistent
communication with them. As Lake (2008) stated, non-profit organizations should
maintain customer databases and use them for special mailings, follow-up telephone
calls, event invitations, alliance development, research profiling and market
segmentation. However, as Yorke (2007) mentioned for the majority of non-profit
Organizations primary data cannot be afforded because of their limited budget. Thus,
they make less use of segmentation strategies and they attempt to reach the whole
market. In addition, secondary data on “markets” is not readily obtainable.
According to Shapiro (1981), the marketing mix (price, product, promotion,
place) should be re-categorized for the purposes of a non-profit organization as
60 E.K. Blery et al.

advertising and product policies. Maynard (2008) and Yorke (2007) proposed that a
variety of promotion means can be used by non-profit organizations such as phone
calls, letters, e-mail, newsletters, reports, signs, press releases, editorials and
brochures. In brochures and in all the marketing materials the benefits, services,
donation opportunities, and values of the Organization should be described.
In addition, as Lake (2008), mentioned, non-profit Organization should develop
and maintain a professional Internet presence by creating a web site. This web site
can display useful information, news, monthly newsletters and events, create
community, share alternatives to donating money, and showcase the benefits of the
organization.
According to Maynard (2008), slogans should be used because they are a way to
effectively capture the essence of a message in brief and memorable form. In
addition, message repetition and variation is important, because an audience is more
likely to remember a message if is reiterated in different types of communication.
However, as Yorke, (2007) argued, since the target market is wide and diverse, the
message cannot always be designed effectively to influence all people. Thus, in
practice, the message of many non-profit Organizations is often weak, cannot
describe the service adequately and cannot emphasize the personal benefits of the
service in sufficient detail.
According to Lake (2008), non-profit Organizations should search for alliances
with other organizations, commerce, government, advertising media, and business
because this brings the most benefit to them. In addition, it is effective to showcase
those that are receiving benefits, inversions, activities and projects.

3 Research methodology

3.1 Case study approach

The case study method is employed, since its fundamental characteristic is the “focus
on a particular setting or event” (Stake 1995).

3.1.1 Sampling method

Purposeful sampling is the most appropriate for the case study approach, because
‘information-rich’ cases can be selected so as to get more information (Patton, 1990;
Cresswell 1998). Two types of purposeful sampling were used in combination:
“snowball sampling” and “maximum variation sampling” (Minichiello et al., 1990).
Snowball sampling relies on people identifying others to investigate. The maximum
variation sampling was needed because it allows to pick cases purposefully and
illustrate a wide range of variation on dimensions of interest. Thus, the interviewees
came from different departments of the Organization. The General Manager was
approached and he was asked to suggest five more people in the organization from
different departments. In particular, six in-depth interviews were conducted with the
General Manager and the managers and top executives of the Fund Raising
Department and the Communications Department.
Marketing for a non-profit organization 61

3.1.2 Data collection methods

Apart from the six in-depth interviews secondary data concerning general
information about the Organization were gathered through press articles, Organ-
ization’s leaflets and its Web page. In-depth interviews are considered to be the most
valuable data collection method (Lincoln and Guba, 1985). The in-depth interviews
were based on a questionnaire with broad questions so as to allow respondents as
much freedom in their answers as possible. The summation of the responses was
based on the content analysis method (Stake 1995; Kent 1999). Qualitative content
analysis was applied and the material from the interviews was divided into content
analytical units. Thus, the results were carefully put into categories according to the
points of interest of this study and the strong points were presented.

4 The findings

4.1 General information

WWF was established in Greece in 1990 and in 1995 it became an independent non-
profit organization. WWF runs projects since 1991 in the towns Presa and Dadia,
since 1993 in Zakynthos island and since 2000 in Papigo village. It has conducted
many campaigns concerning farming and aquaculture in the Acheloos river as well
as the revision of the Constitution in 2001 for many projects such as the towns of
Schinia and Marathona which were involved in the Olympic Games of 2004. At that
time the Organization conducted a campaign concerning the changes in the climate,
which was conducted right after the campaign concerning toxics according to the EU
legislation which restricted the use of dangerous substances and the whole
Organization made efforts to reassure the application of this law.
The mission and the vision of WWF is: ‘Harmonic coexistence of man and nature’.
The objective of WWF, as far as its program for the protection of species
threatened with extinction is concerned, is to find donators to adopt these animals.
With 3 euros per month donators can adopt animals and pay through their credit
cards. The donators can choose among 6 species. Panda, tiger, sea turtle caretta-
caretta, dolphins silver-pelican, and howl-eagle

4.2 Objectives

As far as the program for the protection of species threatened with extinction is
concerned, the most important goal of WWF is to double the donators of the species
threatened with extinction, that is to reach up to two thousands donators until 2011.
This will be achieved through the collaboration with the Greek bank Eurobank,
which offers a special credit card, which gives the 25% from shopping to WWF.
This bank has contacts with about 500 thousands people. In addition it will be
achieved through advertising at the Internet by placing the banner with the species
threatened with extinction in more web sites as well as through advertisements in
magazines. It should be noted that it is not easy to persuade people to donate, thus
the message that the organization will communicate to them is very important.
62 E.K. Blery et al.

4.3 The Market

WWF for the promotion of the program concerning the adoption of animals
threatened with extinction, targets mainly children and schools. The organization
approaches children through carefully written advertisements placed in children’s’
magazines such as Mickey Mouse, Winnie, kids fun etc.
The Organization targets also schools through school directors and teachers, as
well as high-school and university students. The Organization targets also adults and
in general all people. Advertisements targeting adults are placed in newspapers and
magazines The Organization does not make special efforts to attract corporate
members and find companies to sponsor this program
Nowadays in Greece there are more than one thousand people who have adopted
animals threatened with extinction. This is an encouraging figure, taking into
consideration that in the beginning the Organization advertised only through the
Internet and now advertises through direct mail and the newspapers. The service
concerning the adoption of species threatened with extinction has 25% of the total
number of WWF donators.
WWF issues a magazine entitled ‘The living planet’, which is sent to the donators
every three months. In the first month the donator receives also a poster and
information concerning the species threatened with extinction (s)he has decided to
adopt.

4.4 Competition

WWF in Greece is operating in a competitive environment. Other Organizations are

also activated in the protection of the environment, these include:
MOM, which is an Environmental Organization and is activated in the protection
of the monk seal (monachus-monachus).
Greenpeace, which is an international Organization for the protection of the
environment.
Arktouros, which is a non-profit Organization, established in 1992 for the
protection of wild life and the environment. Its aim is the protection of wild life in
Greece and abroad and is trying to educate and sensitise people.
Kallisto, which is an Environmental Organization, established recently in the city
of Thessaloniki, by the members of Arktouros. It aims at protecting the environment
in Greece and in Balkans and they are continuing the work they begun the past
decade with the Arktouros project.
Mesogios SOS, which was established in 1990 and has collaborations with many
other Environmental and Social organizations in the Mediterranean region and in
Europe, thus contributing in the establishment of collaboration networks for
environmental and civilisation issues.
All these Organizations showed a small increase in the number of their donators
the recent years.
The program of WWF concerning the adoption of species threatened differs from
the similar programs that are available from other organizations. WWF offers the
possibility to the donators to choose among 6 species while the other organizations
offer 1 or 2. In addition, all the Organizations with the exception of Greenpeace are
Marketing for a non-profit organization 63

not activated internationally. WWF and Greenpeace have common activities in

issues such as politics and the reinforcement and application of the legislation.
Furthermore, both organizations conduct campaigns with common targets such as
chemicals, the climate etc., and they collaborate. Greenpeace, conducts extended
advertising campaigns. The advertising of Greenpeace is done through the
newspapers, magazines, the Internet and through direct mail. Greenpeace advertises
also on TV. These advertising campaigns are well known and successful and
communicate their messages to people.

4.5 PEST analysis

PEST is an analysis of the external macro-environment that affects all companies.

P.E.S.T. is an acronym for the Political, Economic, Social, and Technological
factors of the external macro-environment of a company or an organization. Such
external factors usually are beyond the firm's control and sometimes present
themselves as threats, however, some other times can create new opportunities
(Kotler, 1994). PEST analysis can be done together with SWOT.

Political environment Τhe program concerning the adoption of species threatened

with extinction is not controlled or influenced by any laws.

Social environment The mentality of people changes, they understand the problems
and they become more sensitive with the protection of the environment. The
organization has contributed to this change and is very versatile in handling it. However,
there is the problem that the Greek state is not versatile in accepting changes and as a
result all of the non-profit organizations should make hard efforts to deal with this.

Technological environment The technological evolution influences the Organization.

The reason is that the Internet is the basic means with which WWF appeals to the
public, since it has the lowest cost in comparison with the rest of the communication
media. The website of WWF has 30.000 visitors every month who see the
advertisement about the adoption of species threatened with extinction. Thus the
Organization saves up to 20–25.000 Euros, which would be needed to produce
30.000 letters to communicate with the public.

Economic environment The service is influenced by the economic situation of the

country. The adoption of species threatened with extinction is not one of the basic
needs of people (such a clothes, food, entertainment etc.) and since it has a
secondary place in their minds, a difficult economic situation makes them reluctant
to donate. However, in the last years the economic situation of the country was
stable and this had positive results for WWF.

4.6 SWOT analysis

SWOT analysis is a tool for auditing an organization and its environment that
helps marketers to focus on key issues. SWOT stands for strengths, weaknesses,
64 E.K. Blery et al.

opportunities, and threats and requires listing and analysing these four issues
(Doyle 1994). Thus, a SWOT analysis is performed to identify the company’s
strengths and weaknesses as well as its business opportunities and possible threats:

Strengths The main strength of the service is its low price. With the message ‘adopt
animals threatened with extinction only with 3 euros’, WWF makes everyone feel
able to contribute to this effort. Another strength is that the Organization can place
advertisements in the newspapers free of charge.
In addition, the message ‘adopt species threatened with extinction with only 3
euros’ is successful since is has a strong appeal to people.

Weaknesses The Organization cannot advertise on TV because the cost is very high.
Though as mentioned newspapers and magazines place the advertisements of WWF
free of charge, but in this way repetitive promotion is not possible.
Thus, a weakness of WWF is that it that because of its financial constrains the
Organization cannot communicate frequently and in the best possible way with the
public.
Another weakness resulting from the payment system through credit card is that
some people do not have credit cards or they have over-charged their cards and they
cannot pay their contribution to the Organization.

Opportunities An opportunity for WWF is the tremendous increase of the Internet

users and of the websites where the Organization can place its advertisements free of
charge.

Threats After some years the program concerning the adoption of species threatened
with extinction will become outdated. The number of donators will gradually
decrease and the financial results will not be impressive any more. However, on the
basis of the existing experience from other countries this will happen after at least a
decade.
In Figure 1, SWOT analysis is presented.

4.7 The Μarketing Mix

The marketing mix is also known as the 'four Ps', which are product, price, place and
promotion. A fifth ‘p’ was also added to the marketing mix elements, people (Kotler
1994).

Product/Service WWF is selling to its donators the idea to get involved in the
protection of the animals threatened with extinction and thus contribute to the
preservation of eco-system and the protection of the environment. These species
include the giant panda, which can be found in the bamboo woods of China, the
tigers whose 90% has been lost during the 20th century, and the sea turtle, which
lives on earth since the time of the dinosaurs and nowadays nine of its species are
threatened with extinction. In the Mediterranean there are three species of sea turtle
from which only one caretta-caretta is found in Greece.
Marketing for a non-profit organization 65

S W

Strengths Weaknesses

The low price. The Organization cannot advertise on TV

WWF can advertise in the newspapers
without paying.
The advertising message is successful since
is has a strong appeal to people.
because the cost is very high.
WWF because of its financial constrains
cannot communicate frequently and in the
best possible way with the public.
The payment is done through credit card
and many people do not have credit cards
or they have over-charged their cards and
they cannot pay their contribution.

Opportunities Threats

The increase of the Internet users
More websites where the Organization can
place its advertisements
After some years the service will become
outdated and the number of donators will
begin to decrease.

O T

Fig. 1 SWOT analysis

Dolphins, which although they do not have enemies, thousands of them die each year
in the Mediterranean sea because of the lack of food due to illegal fishery, because of the
pollution of the sea and because they are caught in drift nets. Silver pelicans, which live
in Greece in the lakes of Prespes and in the Amvrakian gulf. Some years ago the silver
pelicans could be found in the whole country, however, they were considered harmful
and the Greek state put a price on their heads and they diminished.
Howl-eagle, which came from Africa sixty years ago and could be found
everywhere in Greece. Today it can be found mainly in the regions of the Evros
River, Macedonia and Thrace, because of the destruction of woods.
By adopting one of the these species which are threatened with extinction every
donator receives a certificate, a member’s card and the magazine of WWF Hellas,
entitled ‘Live Planet’, which includes material for children too. In addition, the
donators are informed about the activities of WWF.

Price The donation is 3 euros per month. This amount has been calculated so as to cover
the operational cost of the service, including: personnel, accountants, the banks’
kickback for the use of the credit card and production of WWF’s monthly magazine. The
donation starts from 3 euros per month for adults and there are also special prices for
pupils and students and for schools the donation is 120 Euros per year. However there is
of course the possibility to donate higher amounts. As it was mentioned, the
Organization does not make special efforts to attract corporate customers.

Place The Organizations invites people to adopt the species threatened with
extinction through direct mail and this is the main distribution method. There is
66 E.K. Blery et al.

the possibility to improve distribution because WWF has offices outside Athens and
its members (volunteers) there can through personal relationships convince the
townspeople to become donators.

Promotion The selection of the media, which will be used for promotion, is based on
the budget available. The promotion of WWF is mainly done through the
newspapers, magazines and the Internet. The Organization does not have to pay
for its promotion though these media. Television has very high cost and the
Organization is not able to pay it. The radio is not used because it is considered
important in every advertisement to show the pictures of the animals threatened with
extinction. In the Organization’s advertisement through the Internet there is an
animation with the six species threatened with extinction and then appears the
message ‘Adopt one of the species threatened with extinction with 3 euros per
month’. This message has proved to be successful because donators feel that with a
small amount of money each month they can save the lives of the animals threatened
with extinction. The preparation of the advertising material is not allocated to an
advertising firm because WWF has its own advertising department, which under-
takes the design and the production of all the advertisements.
The Organization assesses the effectiveness of the promotion in the various media
used, by tracking whether the donators’ applications come from the advertising
coupons which are sent by post or from the advertisements in the newspapers or in
the magazines or from the Internet.
WWF in order to keep the interest of its donators has a frequent contact with them
and sends them newsletters concerning the animals they have adopted and informs
them about the total amount of their donations. In addition WWF sends them its
magazine each month. The cost for the production of the magazine and the
newsletters is about 15–20.000 Euros per year.
WWF does not organize events to find companies to sponsor its program
concerning the adoption of animals threatened with extinction because the
Organization wants the program to be supported only by the donators.

People The Organization gives special attention to its personnel that’s why it offers
them excellent working conditions and creative positions. However since WWF has
to allocate its financial resources in programs for the protection of the environment,
it can not pay high salaries. The Organization trains and educates its personnel and
offers them moral satisfaction. WWF organizes international meetings where the
personnel from all the countries are gathered to exchange experiences and these
meeting may last about three days. Furthermore, the personnel participate in
international seminars about the protection of the environment.

5 Discussion

Non-profit organizations activated in the protection of the environment are continually

increasing in number worldwide because due to the serious problems with the
environment, people allover the world, have become sensitive and they donate.
Marketing for a non-profit organization 67

WWF was established in Greece in 1990 and one of its most important programs
is the protection of animals threatened with extinction. Today this program has about
one thousand donators, which is the 25% of the total number of the Organizations’
donators.
As mentioned in the literature review, researchers such as Maynard (2008), Lake
(2008) and Ojiambo (1994) argued that non-profit Organizations should define their
target markets, identify their customers and maintain consistent communication with
them. WWF for the promotion of its program concerning the protection of animals
threatened with extinction targets mainly children, schools, teachers and high-school
and university students but also adults and in general all people. The Organization
does not make special efforts to find companies to sponsor this program
As Shapiro (1981) and Ojiambo (1994) claimed, non-profit Organizations should
develop their own distinctive competencies. WWF’s distinctive competence is that it
gives the possibility to its donators to choose among 6 species while the other
organizations have 1 or 2. In addition, the other non-profit Organizations activated in
the protection of the environment, with the exception of Greenpeace, do not have an
international presence.
WWF employs marketing practices for the promotion of it program. The
Organization uses its low price to influence people because with only 3 Euros per
month they can help to save their preferred animals. In addition, the way of payment,
through credit card, has the benefit that donators do not forget their payments and do
not interrupt their contributions and in this way WWF keeps donators loyal.
Maynard (2008) stressed the importance of slogans and messages and WWF with
its message ‘adopt species threatened with extinction with only 3 euros’ has
succeeded in having a strong appeal to people.
WWF has offices outside Athens with volunteers and has established a network of
people who through personal relationships invite townspeople to become donators.
As Maynard (2008) and Yorke (2007) argued, non-profit organizations should
employ multiple means for their promotion. WWF uses a variety of media such as
direct mail, newsletters, magazines and newspapers, and the Internet. In addition,
WWF issues its own magazine each month, which sends to the donators. However,
WWF cannot advertise on TV because the cost is very high. The Organization
because of its limited budget cannot communicate frequently and in the best possible
way with the public.
As Lake (2008) claimed, non-profit Organizations should have a professional
Internet presence and for WWF the Internet is the main mean with which
communicates with the public.
As Lake (2008) and Yorke (2007) recommended, WWF advertises its objectives
and the results it has achieved as well as the benefits, the services, donation
opportunities and the values of the Organization, through its magazine and its web
site
WWF has alliances with newspapers and magazines and can place advertisement
free of charge. As Lake (2008) suggested the Organization could establish alliances
with other organizations, commerce, government, advertising media etc.
This study examined the marketing practices employed by WWF in Greece to
promote its program concerning the protection of animals threatened with extinction.
When conducting this study and the personal interviews, no unexpected difficulties
68 E.K. Blery et al.

were encountered In general it has achieved its aims and has contributed to the non-
profit sector since it is one of the very few so far that have taken place in this sector
in Greece and has provided an important insight in this sector. The results of this
study support the findings of other studies mentioned in the literature and they can
be of definite interest and potential value to everyone involved in this sector.

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