Dissertation/Thesis Abstract

The Effects of Implementing an Integrated Marketing Communications Strategy on Stalled Nonprofit Donor and Support Growth
by Tharpe, Contrecia T., Ed.D., Trevecca Nazarene University, 2019, 95; 22615382
Abstract (Summary)

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.

Indexing (document details)
Advisor: Eddins, Scott, Bittinger, Karl
School: Trevecca Nazarene University
Department: Doctoral Studies
School Location: United States -- Tennessee
Source: DAI-A 81/3(E), Dissertation Abstracts International
Subjects: Marketing
Keywords: Branding, Brand value, Donor relations, Donor retention, Integrated marketing communications, Nonprofit marketing
Publication Number: 22615382
ISBN: 9781088380765
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