Nonprofit marketing and communication efforts and strategies are an essential component of brand and organizational success. Organizations are experiencing difficulties establishing tactics utilizing newer, unconventional methods and venues. Despite the growing evidence by corporations of integrated marketing communications strategy success, nonprofit organization success is seemingly more difficult to establish. The objective of this research is to establish a primary understanding of the effects of an IMC strategy on nonprofit growth, donations, donor relations, and brand value, primarily in grassroots organizations.
|Advisor:||Eddins, Scott, Bittinger, Karl|
|School:||Trevecca Nazarene University|
|School Location:||United States -- Tennessee|
|Source:||DAI-A 81/3(E), Dissertation Abstracts International|
|Keywords:||Branding, Brand value, Donor relations, Donor retention, Integrated marketing communications, Nonprofit marketing|
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