Date of Award
Spring 5-2013
Degree Type
Honors College Thesis
Department
Marketing and Fashion Merchandising
First Advisor
William Smith
Advisor Department
Marketing and Fashion Merchandising
Abstract
The title of my thesis is called Movement Marketing for Nonprofit Organizations: Creating Consumer Advocates. The purpose of the study was to determine how nonprofit organizations use marketing to further their cause. The study involved interviewing employees of nonprofit organizations using a standard questionnaire to gather information about how the organization utilizes marketing internally and externally. After analyzing the information gathered from the personal interviews, several techniques were used by all of the organizations. The organizations use movement marketing by first starting to spread the passion for their cause within the organization through employees, volunteers, and board members. These advocates for the nonprofit then go out into the community and recruit further support for the nonprofit organization and its cause.
Copyright
Copyright for this thesis is owned by the author. It may be freely accessed by all users. However, any reuse or reproduction not covered by the exceptions of the Fair Use or Educational Use clauses of U.S. Copyright Law or without permission of the copyright holder may be a violation of federal law. Contact the administrator if you have additional questions.
Recommended Citation
Hunt, Laura B., "Movement Marketing of Nonprofit Organizations: Creating Consumer Advocates" (2013). Honors Theses. 128.
https://aquila.usm.edu/honors_theses/128