Author

Laura B. Hunt

Date of Award

5-2013

Degree Type

Honors College Thesis

Department

Marketing and Fashion Merchandising

First Advisor

William Smith, Ph.D.

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.

Included in

Business Commons

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