Nonprofit Resistance to Marketing: A Case Study

Abstract

This paper examines marketing issues in small, local nonprofit organizations as well as trends in the sector related to marketing. Specifically, it looks to uncover the root causes to the issue in the nonprofit sector of resistance to devoting resources to marketing efforts as well as the potential implications of this for those organizations. The results of this case study open up further questions and opportunities for research into the practices of this type of nonprofit regarding what can be done to change infrastructure and best practices in order to actively use marketing techniques to contribute to the goals of the organizations.