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Attracting Donations: How Iranian Charity Organizations Promote to Attract Donation?
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Non-Profit Organizations (NPO), also called the third sector, are organizations that do not aim to generate revenue and, as the name suggests, profit making is not their goal. However, like any other organization, they have expenses to cover in order to reach their goals. Thus, these organizations have to focus on fund-raising besides the main goals of the organizations. In order to make money, these organizations have to conduct marketing communications. Hence, NPOs marketing communication involves objectives and tools. Iranian NPOs have been active in the last couple of years and they used fund-raising activities in order to attract public funds. They majorly focus on public and social problems and their main aim is to increase public awareness and help people of the society in particular ways. After reviewing the previous studies in the marketing communication, we have come up with the topic, which focuses on the marketing communications of NPOs in Iran. The main goal of this study is to find out the marketing communication objectives and tools of NPOs in Iran. We have used a case study approach in our qualitative research method and our study was conducted on two major NPOs in Iran. After analyzing the collected data, we have come up with the final conclusions. Our study reveals that NPOs main objective is fund-raising and variety marketing communication tools are used by NPOs in order to attract funds. To do so, the NPOs use both digital and traditional marketing communication tools.

Place, publisher, year, edition, pages
2016. , p. 66
Keywords [en]
Social Behaviour Law
Keywords [sv]
Samhälls-, beteendevetenskap, juridik
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ltu:diva-47416Local ID: 4f6286be-8537-4096-9d7b-4414fb6bcf9eOAI: oai:DiVA.org:ltu-47416DiVA, id: diva2:1020738
Subject / course
Student thesis, at least 30 credits
Educational program
Business Administration, master's level (120 credits)
Examiners
Note

Validerat; 20160607 (marikav)

Available from: 2016-10-04 Created: 2016-10-04 Last updated: 2019-03-04Bibliographically approved

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fulltext(1647 kB)721 downloads
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e682e8db4a3deef7400093a225922b1f72daca8f81c9c2074433160ad59d3f1ea7d8872974d2a0afe3d42ab4ecd1e95d16935f062357ae6d2d86fc202b61eb90
Type fulltextMimetype application/pdf

Business Administration

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf