Chapter 1: Introduction

Background of the project

Charities depend on the support of the donors and realize their aims and objectives as
well as would not be capable to exist without their objectives. Rupp, Kern and Helmig (2014)
suggest that the government organization provide support for charitable companies caused that
these kinds of organizations are dependent on the donors support. There are multiple factors that
have demonstrated the determination of the individual and his or her willingness to donate in to
the organization. Armstrong, Kotler, Harker and Brennan (2015) suggest that the effective
determinant for the charitable donations is a social pressure. Moreover, in accordance of Kumar,
Sharma, Donthu and Rountree (2015), the sympathy feeling is associated to the intention of
donation in a strong way. Furthermore, the positive attitude can be seen as stronger towards the
charitable organization where the intention is to donate as much as the person could be able to
(McDonald and Wilson, 2016). Bryce (2017) adds some of the intrinsic factors such as guilt,
respect, desire or social pressure. These factors are employed with the intention to convince
individual to purchase the product. The advertisement are used by charitable companies
commonly with the intention to convince people to make donation that the charitable companies
can be able to reach their goals.
On the other hand, the non-profit organizations have now begin to adopt the techniques
related to business as they are becoming confronted with the pressures in market in an
increasingly way. The non-profit organizations like rivalry for the need of earning the money and
funding to achieve their mission. Also, these kind of techniques as well as methods have been
identified as important to the non-profits specifically considered as important for the charitable
organizations. According to Choi (2014), the concept of marketing advocates the understanding
of customer where the competitive benefits could be gained by employing marketing portfolio
toolbox where companies does not harvest in a successful way as they could be (Saxton and
Waters, 2014). While starting from the marketing procedure instead of implementation of the
marketing concept and investigating the needs and wants of the person in the organization, it is
quite important for the organization to believe that their services or products are needed by the
market.There are many researchers who agree to this point to the extent and emphasize the
market orientation importance for the non-profit sector (DeLaune, 2015).
There is an important amount of the research that has been taken into consideration. The
research has been taken into consideration within the area of non-profit marketing in the
organization. It is also identified that there is an absence of agreement while using the terms in
the marketing. Non-profit customer is the key terms in the context of marketing. Shin, Ge and
Qin (2017) classified that non-profit customers have and customers and the local community and
middle customers who involved in procedure but are actually measured as the prime customer
group. For instance, government agencies in the country prefer patients to the non-profit
organizations sector. Conversely, Butler and Wilson (2015) preferred that beneficiary term
represent the customers from the non-profit organizations as the word explain about the people
who receive benefits frequently from non-profits. Also, it is examined that beneficiary is
preferred to be one of the important terms in marketing.
Instead, the customer/client problems stated that there is quite a difference among the
market for resources and non-profit market for the customers or clients. From this kind of aspect,
some of the dissimilar audiences require diverse campaigns associated with marketing. In
similar, the organization lacks the definition of the marketing and generally accepted its
definition. Pride and Ferrell (2015) explains that organizations as “any kind of company without
the objective which aims to create the social benefit under the private control for the particular
society sector. The non-profits organization has unique kind of characteristics that pose some of
the unique challenges for them. Therefore, these features include competitive or cooperative
connection with its competitors, non-financial objectives and multiple clients or customers. In
this current research study, this kind of definition has been proposed by Boenigk and Scherhag
(2014) for the term non-profit companies with the difference that people do not even recommend
to other people to be under the private control so including the public sector based on non-profit
organizations can be referred to the consumers in the definition by (Rim, Yang and Lee, 2016).
Also, on the other hand, majority of the researchers appear to agree that market oriented
adoption perspective including the tools associated with marketing is important for the non-profit
companies. Hence, it can be argued that market orientation is not actually a relevant concept due
to which the product is explained for the non-profit organizations in advance. The market
orientation cannot be changed for the market needs and its dependence. Conversely, it is
identified that there is a wide range of strategies associated with marketing whereas some of the
instruments are accessible to the non-profit companies and can be easily executed without
denying or altering the true mission of the organization. According to Helmig, Ingerfurth and
Pinz (2014), strategies that include the clients/customers identification are more interested in
supporting or making their mission successful. This also ensure that the image can be
constructed and can look attractive to the people and communicate with them through channels
where these individuals use channeles on daily basis. Also, on the other hand, some of the
assumptions underline the current research study, despite the fact that majority of the non-profit
organizations are diverse from profit organizations where the market orientation can increase the
mission of the non-profit organizations significantly (Schloderer, Sarstedt and Ringle, 2014).

Rationale
The rationale of this research study is to provide the knowledge on marketing relationship
in the non-profit sector with regard to investigate how the marketing influence the organization
and how social media marketing in the organization can be utilized in a unique way

Research aims
The main aim of this research is to understand and explore the role of the relationship
marketing in the non-profit sector and to investigate how the social media marketing influences
the marketing success of the non-profit organisations.

Research objectives

 To assess the effectiveness of relationship marketing in the Little Princess Trust charity.
 To determine to what extent can the application of relationship marketing be useful in
overcoming the problem of a short-term tactical focus.
 To investigate the impact of social media marketing on the Little Princess Trust.
 To recommend on how The Little Princess Trust could enhance their long-term
marketing strategy.
Research questions

 What is relationship marketing in the Little Princess Trust charity?

 To what extent can the application of relationship marketing be useful in overcoming the
problem?
 What is the impact of social media marketing on the Little Princess Trust?
 How The Little Princess Trust could enhance their long-term marketing strategy?

Organization profile - Little Princess Trust

In the year 2006, the Little Princess Trust was launched by the Hannah Tarple parents.
The organization has been built with the help of their friends and family. The Little Princess was
Hannah where she was diagnosed with Wilms tumour and died in the year 2005 after the brave
battle. At that time, finding the wigs for the children was very difficult for the organization and
for Hannah also. The organization always search for the appropriate wigs for the children where
company eventually made a wig for Hannah. She used to wear the wig and enjoy herself
especially on occasions. After the death of Hannah, majority of the individuals offered help,
practically and financially (Svara, 2014). Wendy and Simon, who were the parents of Hannah,
decided that the most appropriate way to use this help was to launch the charity with the
intention to give specialist real hair wigs to the children who really needs it. The organization
always look for the new suppliers for the children and people they serve. Recently, the charity
has extended its vision as well as mission that include funds and the provision of the financial
help for the research that also provide the information on the causes of childhood cancers and
reduce the chemotherapy effects in children (Svara, 2014).
Also, in the view of Maier, Meyer and Steinbereithner (2016), Wendy and Simon are
involved with the charity and other Trustees in conjunction where the Trustees are Tim Wheeler,
ex-head of Hereford Cathedral Junior School, Head of Stockport Grammar, Tim Lowe who is
also a former Headmaster of the school. Tim Lowe is the former of the school at the time when
Hannah was a pupil. The local business representatives include Rob Pizzi, Tania Fitzgerald and
Phil Brace. Also, it is examined that the trust uses six of the part time members in their staff
whereas five of them are full time employees who function the charity on daily basis. The
organization also privileged with the intention to give benefit from the efforts of many generous,
kind and committed volunteers who are always ready to help the trust in many aspects.

Outline of the dissertation

This current research study deals in five of the chapters where the first chapter is of
introduction that provides the overview of the research and the problem that is being catered
based on the existing literature. The second chapter is based on past researches where the
researcher identified some of the researches related to the identified topic so that it can meet the
objectives of the research study. The third chapter is the methodology chapter that form the
research foundation from planning for the collection of the data to the point of implementing the
outcomes. The fourth chapter is the main findings of the research study based on the data
collected for the research from the participants/respondents which also include interpretations
and findings. The last chapter of the research is the conclusion that summarizes the overall
research into one chapter as well as that also provide recommendations, future research
implications and recommendations.
 Chapter 2: Literature Review
Introduction
This is the second chapter of the research study that provide the review of the literature
relevant to the catered issue in the research study or the topic. This chapter focuses on
relationship marketing in the non-profit organizations as well as provide the knowledge on how
marketing is discussed in the non-profit organization. Some of the marketing theories will be
identified in this chapter with the intention to provide the definition of relationship marketing
and identify the differences that are categorized in the non-profit sector. Furthermore, the
literature review is analyzed with the view of recognizing the potential areas of the research.

Marketing
Marketing is based on the identifying the kind of business with regard to the desire or
needs of the clients or customers and their satisfaction. The word marketing differ from selling
due to which the concerns regarding selling itself have some kind of tricks and techniques that
individual are keen interested to exchange their cash for the product (Pant, Fabreges, Gerbeau
and Clementel, 2014). Exchange is all about not concerned with the values and it does not even
because the invariable related to marketing does view the whole business procedure that consists
of integrated effort to create, discover, satisfy and arouse the needs and desire of the customer
(Sanzo, Alvarez, Rey and Garcia, 2015).
On the other hand, marketing has a developing demand and is less to do with customers
to pay for the product and filfulling their needs or desires (Omar, Leach and March, 2014).
Loureiro, Sarmento and Galelo (2017) found the clear evidence that both demographic factors
and personal values such as income, education and age influence the choices of the person
regarding which charities they can support. To the surprise, the author did not find any kind of
personal experience to determinate in the donation behavior. For instance, people who have had
friends or family members with cancer were not more likely to donate to the cancer
organizations whereas individuals who owned pets were more likely to donate to the animal
rescue organizations. Marketing applications are goods, services, events, experiences, people,
places, properties, organizations, information and ideas. Rim et.al (2016) emphasizes that
marketing has translated with social and cultural functions, supporting human environmental
impacts. Therefore, the present work focus especially on the marketing and advertising of
organizations, in which NPOs develop strategies to improve their public image and compete for
resources, and provide ideas to accomplish their mission.
Subsequently, Boenigk and Scherhag (2014) focused on some of the factors that have
contributed to the donations to the NPO specifically. The researcher found that there is a length
in connection that each of the donor had with the charity, hence, it is identified that there is
involvement in charitable giving entirely for instance there are number of charities donated to the
organization with so-called helpers high contributed to donate to the individual NPO. Rim et.al
(2016) identified that there is an impact of donot perspectives regarding specific charities on the
donor behavior. Some of the researches found that perceived efficiency and effectiveness of
NPO influences to find out whether an individual donates or not. They have discovered that the
person wants to donate in the organization or might cause the donor behavior where individuals
needed diverse message for the encouragement to donate. There is an stumbling block to the
NPO marketing where the fact is that individual donors and majority of the large funders do not
even overlook the significance of marketing and relationship marketing as well as view the
marketing expense as a waste of money. Also, in the study of Boenigk and Scherhag (2014),
majority of the funds are restricted in the organizations where they want to do marketing to
solicity money for some purpose specifically. Conversely, NPOs area is not the area for
fundraising only but it should engage in marketing. Majority of the NPOs have the component
related to education that provide the understanding of their vision and mission and strive to raise
the awareness to the individual regarding several causes that they champion such as animal
welfare or children rights. This could give opportunities related to markeing for which funding
can be a little problem for the organizations. Internal marketing ensures that everyone in the
organization incorporates the marketing in its activities, with a view to ensuring customer
satisfaction. A good marketing professional knows that internal activities are as important as the
external ones. That is, marketing is an orientation of the company and must be in all internal
departments (Pride and Ferrell, 2015).

Institutional theory
The institutional theory in the context of business marketing provide the concept of
framework with future directions. The environment exert the important effects on the structure,
strategy and organizational behavior as well as procedure. With regard to gain the competitive
advantage, managers in the organization striving for the legitimacy so that they can be able to
sustain the effectiveness. With regard to this thinking, Pride and Ferrell (2015) proposed the
development procedure related to legitimacy embedded effectiveness and institution-driven
efficiency. This emphasize on the legitimacy and effectiveness confluence in the business
marketing context. Also, it is identified that there are various promising direction for the
development of institutional theory for the future research which also determine how
applications in this kind of theory in the business marketing works. According to the study of
Pride and Ferrell (2015), the institutional theory is tied closely to the culture of the organization.
This suggests that the business actions and its outcomes of these kinds of actions are influenced
by the beliefs, knowledge and rule system as well as characterize in the organization context.
While putting into another words, the actions of the researcher should reflect the image that
research actually want to provide for the business. Critically, this is quite important for the
researcher to have the knowledge of the shape of a brand. This is to review the words where the
image of an individual try to generate two alignment in one go.
Pride and Ferrell (2015) suggested that the activity in majority of the cases in non-profit
organization could be viewed as the provision of public goods from the individuals who were
dissatisfied and financed by the voluntary contributions with the level of prevailing state of
provision. In the context of tax system, while focusing on tax shares with marginal benefits,
people demand different quantities of single public good where government should select
particular output level and create some excess demand. Therefore, a median voter system is one
of the example which demonstrate that all supramedian voters would be able to demand the level
of provision in a great way. To some kind of extent, non-profits organizations can target some of
those voters in their fundraising promotions with regard to attract donations from them (Loureiro
et.al, 2017). Also, it is identified that they can be able to cater for atleast some of the excess
demand where it was clear that as opposed to the proprietary setor, the excess demand for the
public goods in the non-profit organizations should be catered in the companies. The theory
relevance is limited to the private donations in the context of high-culture sector which come
from attenders at the events related to arts. This also suggest that donations are associated to the
public benefit and not to the private. In the Little Princess Trust, conversely, there is a substantial
donation because the theory might have applicability (Pride and Ferrell, 2015).
Pride and Ferrell (2015) attempted to demonstrate the non-profits organization existence
with regard to the failure in the market. While employing diverse approaches to Weisbrod, he
argues that organizations in those areas predominate while owing to contract failure caused by
the asymmetries and provide information among purchaser and provder. The profit-seeking
incentives with customer welfare would not be too consistent. Such kind of contract failure is
always present while involving the donations in transactions in the non-profit organizations.
According to the study of Loureiro et.al (2017), in the case of Little Princess Trust, the
organization is considered as privately-financed public goods, the donors can determine the
question with the output of the public good without any kind of data on the contributions. This
also determine the impact of individual contribution by the organization where the resdistributive
services applies such as providing foreign aid and purchasers of the services that cannot even
contact the recipient but should depend on the intermediary trustworthiness with the intention to
make sure the service should be paid within the organization (Loureiro et.al, 2017).
According to the study of Loureiro et.al (2017), the nonprofit organizations are placed as
unique and provide such trust due to the legal ban on the profits that are distributable as well as
that also eliminates the incentive for service providers with the intention to exploit the
informational benefits. This kind of framework can be applied to the condition such as arts where
the private donations are associated with private attendance benefit rather than redistributive or
public good consideration. Loureiro et.al (2017) has suggested that these donations act as the
form of voluntary price discrimination for the reasons mentioned above because they only arise
in the non-profit organization. The donative financing is important for the non-profit
organization due to which some of the companies such as Little Princess required to function in
the environment for limited demand and high fixed costs. This can result at all possible levels in
the average cost curve lying the demand curve so that there would be no single price that can
give enough profit to cover all of the expenses (Loureiro et.al, 2017).
On the other hand, it is still feasible for the organization to make a loss because benefits
vary across the opera goers as the benefits outweight the total costs where the absence of opera is
affected by the consumer welfare adversely. One of the possible solution in this vary case is
considered as the price discrimination. For instance, charging high with better quality seats for
the patients. Since, on the other hand, because of such limited size of majority of the theatres, the
price discrimination is partially achievable as it could be effective and simpler for the
organization to encourage opera lovers and made them feel to donate some amount of money
associated to how much they value to the provided performance and the ticket price. This
demonstrates the extent to the consumer surplus in the organization (Loureiro et.al, 2017). The
NPOs originate from the centers of popular education and social promotion,working with the
defense of rights, through the training of people, mobilization political articulation and
dissemination of information. Non-Profit Institutions provide services to communities. However,
the population must pay for them (eg football clubs, cultural, condominiums and even
Institutions of Higher Education). This controversy, since its activities are commercial in nature
and distribute profits to theits founders, which goes against the characteristics of the third sector
used by the University of Johns Hopkins (Loureiro et.al, 2017).
The most important thing is that the presence of contract failue can be accounted by the
organizations that want to have an access to donations as well as they need to take the form so
that the donations can be made on the basis of that form. Therefore, the existence for majority of
the nonprofits organizations can be seen in the highculture sector. In the view of Armstrong et.al
(2015), donors will want implicit assurance where the contribution is needed and not being
funneled into the profits. There is a comparative benefit in the nonprofit institutions over the
proprietary enterprise that require activities while focusing on donative financing. In the art
forms, such as Broadway films and musicals, conversely, the favorable demand conditions and
the existence of these charitable organizations makes the price discrimination unessential which
also demonstrate the absence of the numbers of non profit providers.
On the other hand, there is no guarantee that voluntary price discrimination will lead to
the adequate enhancement in profit and allow the production to pay its way. This depends on
some of the factors that influence the donors to contribute in the charitable organizations. In
other countries as well as in UK, the contributions in the tax incentives are one of the important
factors undoubtedly (Armstrong et.al, 2015). The main purpose of this information is to provide
the detail to the extend that donations are determined endogenously by the nonprofit instiutions
itself. Armstrong et.al (2015) suggest that non-profits organizations cultivate by the sense of
community through the donor clubs formation among the donors that exclude free-riders from
the donation of psychic benefits. Furthermore, in some of the non-profit organizations, the
correlation benefits while contributing to the size of the organization enable donors to purchase
their output at diverse levels. The social pressure to bear by some of the non-profits
organizations can be brought specifically to the extent of the arts and the condition that donations
could be viewed as the analogue taxation of the organizations.
The drawback of the theories explained in this study also provide the information on the
existence of private donations. There is a direct funding of the major source in the United States
for the nonprofit organizations. In UK, conversely, there is one large donor named as the state.
Samu and Wymer (2013) has attempted to demonstrate the phenomenon by employing the
Weisbrods model version. The theory essence is that nonprofits organizations make quasi-public
goods in a typical way such as having goods in private and public aspects. Some of the examples
are found in the education, arts and health sectors. Armstrong et.al (2015) demonstrates that
there are some of the distinct benefits to the government while focusing on goods in the non-
profits organizations. There is a major potential benefit which often allow reliance on voluntary
programs in the private sector provision, thus, it also reveal and implement preferences of
individuals that reduce the taxation amount essentially.
In the private sector, there is a source of comparative benefit arises where the variety of
the product is feasible and the economies of scale are considered as small as well as the tastes are
differentiated. With regard to the quasi-public goods, the third benefit Armstrong et.al (2015)
claims is that private organizations might be able to avoid the constraints associated with factor
utilization, bureaucratic red rape and wage floors that keeps the costs high for the government.
This is one of the reasons why state will make the funding feasible to the non-profits
organization and will allow to relate with the Hansmann’s contract failure agreements. This
might give difficulty and would monitor the use of its funds in the proprietary sector by the
small-service provider (Sanders, 2015).

Marketing Communication Mix

According to Armstrong et.al (2015), a broad business of marketing function include the
product development and research, pricing, merchandising and distribution procedure including
the promotion or communication. The communication mix provides the information on the
particular methods employed to promote the products to target the customers in the organization.
For promotional mix depiction, it includes five of the elements while one of the element is
considered as event sponsorship (Armstrong et.al, 2015). According to Liu, Chapleo, Ko and
Ngugi (2015), the concept of social marketing arose in 1971 to describe the principles and
techniques of commercial marketing for the promotion of a cause, idea, or behavior.
Nevertheless, they go back of ancient Greece and Rome the first campaigns of Social Marketing
that had for objective the liberation of the slaves. In England, there are the campaigns for the
abolition of the prisons by debt. More recently, these campaigns have put more emphasis on
environmental, educational, economic and health issues. Sanders (2015) defines social marketing
as: the design, implementation, and control of programs that seek to increase the acceptance of
an idea or social practice in a target group. It uses concepts of market segmentation, consumer
research, idea settings, communication, incentive facilitation, and exchange theory in order to
maximize the target group's relationship.

Advertising
In accordance of Lefroy and Tsarenko (2013), with regard to the communication mix,
advertising is one of the prominent element. Despite the fact that advertising and marketing are
misconstrued where advertising includes messages where companies pay to deliver through the
medium with the intention to reach their target audience. In the context of advertising, there are
majority of the paid messages that companies allocate for the significant amount of marketing
budget to identify the functions in advertising. When the message is delivered, the advertising
has control and it can be costly since it pays the radio station or television, website or print
publication for the placement (Kolk and Lenfant, 2015).
Personal Selling
Personal selling is integrated with the element in direct marketing. Conversely, majority
of the organizations make extensive use of the force whereas it is quite important to measure the
component for the organization. The company use sales people to promote their products where
distribution channel suppliers in the company resale the products to trade the purchasers. The
value of services and goods can be promoted by the retail sales people to the consumers in the
context of retail businesses. It is emphasized that selling by the organizations require assertive
efforts where companies sell higher-end products and services with the intention to persuade
clients to purchase (Kolk and Lenfant, 2015).
Discounts and Promotions
According to the study of Pinho, Rodrigues and Dibb (2014), the sales discounts or
promotions are identical to the marketing and advertising where the organizations are promoted
through the communication paid by the vendors. Conversely, the promotions from selling the
products involve a discounted price to the purchaser. This include rebates, coupons and percent
off deals or discounts. There are advertisements to promote deals and coupons mailers where
organizations uer in-store signage and exterior signs in order to call customer concentration to
the deal or discounts. The communication tool goal is to include cash flow and enhancing profit
for the organization that might attract new clients as well as that also clear out extra inventory
(Pinho et.al, 2014).
Public Relations
In accordance of Pinho et.al (2014), public relations is similar to advertising which
include messages communicated through the mass media. The difference is one should not pay
for the space or time for the message where newspaper or television feature story to maintain the
company or its business. For instance, this cannot be paid and provide the exposure to the brand.
The PR downside is that individuals cannot always control the message but can always try to
influence through press releases and invites the coverage through media. This identifies that
media put a negative spin on the story while focusing on public relations.
Direct Marketing
Pinho et.al (2014) determined that direct marketing has some of the aspects based on
personal selling and sales promotions. The organization seek interactive communication among
individuals or implores the response from their target customers. The common formats for the
organization are direct mail and email where some of the messages are sent to the customers to
provide them discounts and make them feel good about special offers. This often promote the
launches for the new products in the company as well as promote limited-time deals. Some of the
instance for the direct marketing communication include online or print surveys, informercials
and mail-order clubs.
Event Sponsorship
The event sponsorship is one of the elements that left out from five of the elements of
communication mix in the context of marketing. Majority of the models in this study included
are associated with marketing and advertising (Pinho et.al, 2014). The sponsorship in the event
happens when organization pays to have presence at entertainment, sports, community or
nonprofit events. The sponsorship include some of the advantages and provide representation
during the event with the intention to hand out the samples, literature and gifts during the ad
spots and the event (Sanders, 2015).
Social Media Marketing
A powerful way for all sizes businesses is to reach the prospects and customers and is
known as social media marketing. The customers in the company are interacting with brands
through the social media marketing whereas person is not speaking in a direct way to the
audience through their social platforms. These social platforms include Pinterest, Facebook,
Instagram and Twitter as well as these platforms are missing out (Sanders, 2015). The social
media marketing can bring remarkable achievement to the business that derive sales and generate
devoted brand advocates. The social media is a catch all term itself for the websites that provide
different social actions radically (Sanders, 2015). For example, a social site such as Twitter is
designed with the intention to let the people share short updates and texts as well as they can
tweet what they are thinking, share photos and join events with variety of activities. Social media
feeds the content discovery in a new and unique way such as discovery and news stories is one of
the search activities. Loureiro et.al (2017) explained that social media can aid construct the links
that also support into the efforts related to SEO. Almost, all of the individual in the world search
the social media content at social media sites. The connections at the social media sites can
impact the relevancy of the outcomes either at the mainstream search engine or at the social
media network or sites.
Kotler (1978) explains the importance of social marketing for some changes to take place
in society (Pride and Ferrell, 2015). Pride and Ferrell (2015) shows that although the introduction
of a culture of social marketing in organizations is a recent process and in full construction, the
view still remains that if the services provided by CSOs are really necessary and desired, it is not
necessary to force them to sell because they 'sell themselves.' Another critique of this 'new
fashion' is that social marketing is antagonistic to communication approaches that strengthen
community participation mechanisms (Pride and Ferrell, 2015). Pride and Ferrell (2015) presents
four types of changes or social causes and their respective degrees of difficulty and their
possibilities of occurring:
Cognitive change: these are information campaigns or public education. They are reasonably
easy because they do not seek to change any deeply rooted attitudes or behaviors;
Change of action: they try to get a maximum number of people to take a specific action. They
are more difficult than cognitive changes because people will have to learn something new and
take specific action based on this new learning;
Behavior change: these are the ones that induce or help people to modify some aspect of their
behavior. These are more difficult than the previous two because the person must be aware of the
harmful effects of their consumption habits and there is an action that he can adopt in order to
end, definitely, with the temptations to which he is subject;
Change of value: seek to change deeply the beliefs or values that a certain group has in relation
to some objects or situations. It is considered the most difficult because the sense of identity and
well-being of an individual is rooted in their basic values (Pride and Ferrell, 2015).
Non-for-profit sector

An organization is a non-profit organization that employs its funding so that it can pursue
the particular purpose rather than pursuing the revenues for its own benefit as the businesses
does for the profit such as a charitable cause. Also, on the other hand, nonprofit organizations
employ tactics related to marketing with the intention to help with development, prosperity and
financing. Progressively, the organizations that are not profit have been taken to emulate the
practices regarding moneymaking in the corporations. Majority of the charitable institutions
these days provide the practice that once was associated to the anathema. This is one of the
powerful trend and has three of the primary causes such as increase in competition to enhance
the funds among the developing number of non profit organization, the reduction in public sector
for funding purpose and the development in funder pressure to function in businesslike manner
for the nonprofit organizations (Pride and Ferrell, 2015).

Most of the nonprofits organizations still depend on donor generosity, although standards
are changing. A decade ago, benefits were inclined to support various organizations. Today,
donors choose an organization and donate higher values to maximize their impact. This
demonstrate how the organization can stand out from so many other non-profit organizations that
also need to raise funds (Pride and Ferrell, 2015). This means while inviting employees to
participate in the funding plan. Collaborators are the lifeblood of any non-profit organization -
from donors to volunteers whereas supporters are the fuel that helps propel their mission. Not
unlike in collective financing campaigns contributors are also the most important part of the
whole process (Pride and Ferrell, 2015). NPOs are always looking for additional ways to reach
and touch people, and one of the best ways to optimize the relationship between organizations
and their employees is to give them a voice. Still, giving employees a chance to express their
opinions, preferences, desires or hopes shows that you care about them. And when people feel
important they are more likely to make decisions to help their cause - volunteering, giving or
even helping to get their message across to the world (Pride and Ferrell, 2015).

The proximity of social media in non-profit organization

Social networks are already widely used and are becoming increasingly important. They
combine opportunities to produce content and to solicit and receive feedback from employees in
many ways - in real time. This means that if something is wrong, the organization will know
right away and can make changes to plans, instead of realizing mistakes only after failure. It is
important to note that this closer relationship can also give ideas about strategies they did not
think about and even a direction to follow if they are confused about the future (Loureiro et.al,
2017). In addition, it also allows organizations to collect important data that will help them
customize e-mails and messages, as well as allowing individual responses for each person,
according to their doubts and wishes. Knowing demographics of their contributors, NPOs are
able to make messages segmented by city, for example. So, even if the message is still
widespread, it will be more personal. It is identified that people do not always feel comfortable
leaving a comment, but they can participate in a poll or survey (Loureiro et.al, 2017). This type
of action gives people a safe and private way of showing their opinion. The social media is also a
great place to attract supporters and potential contributors. NPOs can receive feedback from their
base of contacts while increasing it, as well as collecting information and personal data for future
contacts - all in a way that enhances public engagement with the organization and its cause
(Loureiro et.al, 2017). Giving voice to contributors is a powerful way to perfect the project and
attract even more fans by helping them customize and maximize their efforts. Hence, it can be
said that social media helps to raise funds for the projects in the non-profit organizations.

It is important to keep in mind for the fund raisers that marketing can create funds for
charities. It is different from development in a significant way. In order to explain about two of
the terms, the emphasize has been seen in the rise of marketing for the nonprofit organizations in
the world, the professionals development have come to move beyond the traditional confines
under increasing pressure of developing work (Pride and Ferrell, 2015). The marketing practice
enhances the attention and the time for the fund raisers. This demonstrates that fund raisers
should provide several methods associated with fund raising. Also, on the other hand, it is
examined that fund raisers has reduced the time and concentration while focusing on attending
the needs and cultivating donors (Pride and Ferrell, 2015). The organizations mission with the
donor interests has become complex and difficult in majority of the studies. Hence, it is
identified that marketing have a tendency to force the target market that provide the outcomes of
their efforts – money. In this kind of procedure, people forget sometimes that donor care only
about what is actually propose to achieve with money (Pride and Ferrell, 2015). According to
Pride and Ferrell (2015), the main struggle of institutionsactive in the world, by more than 20
million NPOs, is the promotion of society: democratization of education, health, justice and
culture, environmentalenvironment, protection and preservation of the rights of children and
adolescents, the right to access to science and technology. It is also true that the institutions of
the non-profit depend on partnerships with other companies to finance their activities. In the
system described by Pride and Ferrell (2015), the financier invests in the organization, which
creates goods and services of utilitypublic. Thus, the results obtained in the implementation of
the projects will benefit the image of financing companies called as grantmakers.

The marketing growing realm in the nonprofit organizations is known as social

entrepreneurship. The National Center for the Social Entreprenuers is one of the own
organizatios that aids for the groups and formulate the strategy to ensure plans related to
marketing for the business ventures with the social purpose (Pride and Ferrell, 2015). For the
nonprofit organizations, the National Center for Social Entreprenuers believes that non-profit
organization need to be less dependent upon the contributions and funds in charitable and
government so that they can be able to strive to accomplish the stability financially while
meeting the desires and needs of the community (Sanders, 2015). It is noted that organizations
need to be encouraged so that it can construct core competencies and earn profit through
different things. These different things might include training, product sales, education courses
and consulting contracts. In the view of Sanders (2015), the center also sustains, where it is
suitable for the nonprofit organization to speak with clients or customers and develop the plan
related to marketing so that the organization might act like business. Sanders (2015) points out
that, non-profit organization marketing are driven by some purpose because these organizations
seek to advance the mission of charitable organization not only to tap the marketplace.

Impact of social media marketing on non-profit organization

There are few of the people remain untouched by the charities through the social media
power. Such kind of available advent and low cost platforms such as Twitter and Facebook has
permitted the portal of propositions that they can open for charities as well as that also permit
them an engagement, a level of reach and viable data that have never seen before (Sanders,
2015). While focusing on the confines of print and television, charities would spend fortune to
build offline campaigns and do their part in finding reliable sources. These campaigns cannot be
mined and monitored for the information and achieve the level of social media which help
people to plan better budgets and cut costs as well as make more money available to the cause
itself. Eventually, social media is not as easy as organization or people think, it requires staff to
make proper content, run it with imagery and news and require a lot of time to run in a proper
way. Conversely, cost can be reallocated or can be reduced as the third parties as a cold calling
team required without excessive overheads (Sanders, 2015).
With regard to the wake of devastation, some of the charity organization need to depend
on the individuals who can help them develop their organizations. They does not even depend on
television commercials but are pushed out randomly and not able to book many of the slots
before the time (Sanders, 2015). According to the study of Pinho et.al (2014), there are few of
the printers in an urgent run of flyers that book extra hours at short notice to cram. Also, within
few of the minutes, charities can generate Tweet, status, page or post somewhere else with the
intention to inform its followers of the condition that require urgent donations and help which
can be spread and shared in the schools. Pinho et.al (2014) determined that the most important
thing for some of the users was to believe the cause of donation. There was no brainer but it
demonstrates how reputation and trust impact donations and how social media allows charities a
new way to improve donations and enhance audience because there is a way to share
achievement and work keeping their trust and knowledge with the followers. Before the social
media, this have been seen as time consuming where the posting letters could be a costly affair as
well as informercials and posters to get message across (Sanders, 2015).
According to the study of Pinho et.al (2014), the survey provide the information on how
charitable organizations use social media effectively whereas it is examined that 68.8% of the
respondents felt that social media was effective or very much effective for spreading the
information about the initiatives they take while focusing on maintaining its position in the
marketplace. This also identifies that 53.3% of the respondents asked by the researcher how
social media could be effective enough for the charitable organizations to raise money, only 8%
of them had been incentivized to provide charity by means of LinkedIn where some of the users
claim to be charitable in almost all platforms. Generally, with the average user whether its older
and wealthier, this is not a surprise exactly but it shows that there is some room for the charities
to develop while using this kind of platform (Sanders, 2015).

Cause-related Marketing role

Sporadically, the development staff in the corporations can be encouraged or required to

call the retailers that might lead them serve the extended sales staff as well as promote the joint
marketing program. A suitable source of additional profit for nonprofit organizations is known as
cause-related marketing. This kind of marketing theory links the causes of the non-profit
organization to provide the approaches related to marketing in the corporations (Maier et.al,
2016). This can be seen in some of the corporations specifically one in the consumer-products
industry. Also, on the other hand, Pinho et.al (2014) determined that the practice connects the
partners in a direct way with the intention to gain the knowledge of the promotions intended to
increase the identity of the brand as well as boost the sales of the product (Maier et.al, 2016).
The organization selects the charitable partner based on its constituencies size and strength of the
organizations name identity. Some of the charitable organizations receive contributions on the
basis of sold product whereas some of the charitable corporations ask for the straight fee for the
privilege of employing their name.

In the study of Pinho et.al (2014), non-profit organizations earn an important amount of
financial return from some of the important activities. The non-profit companies need to keep in
mind that cause-related marketing comes in the context of marketing in a strict way but it is not
even close to the development. The contributions from the organizations has been paid while
budgeting on marketing but not charitable budgets. While entering into the agreements, charities
should realize that they allow the use of their names for free essentially (Sanders, 2015). The
organization is able to accomplish the increase in public awareness in the context of cause-
related marketing which also provide the knowledge of its vision and mission. In the nonprofit
organizations, before signing the agreement, the companies should specify that organizations
should provide brief phrase and a tag line that can easily communicate its mission to other
organizations and every time when the name gets printed, used in promotions or broadcast
(Sanders, 2015).
 In the view of Maier et.al (2016), the television, radio broadcasts, press kits and public
events are involved in the programs associated to cause-related marketing. Majority of the
companies should obtain the right to involve data regarding their programs and mission in their
venues as well as in the organizations. This demonstrates the increase in public awareness made
by the efforts associated in the cause-related marketing. This might not always translate into the
high contributions but do give fund raisers a chance to ensure the follow-up activities for the
development (Maier et.al, 2016).
 Chapter 3: Research Methodology
The research methodology of this research would include the design of the research,
research approach, research strategy as well as method that will be analyzed by focusing on
rationale of the study as well as procedures and techniques employed to identify, select, process
and analyze the information applied to provide the knowledge of the issue which might allow
reader to evaluate the overall validity and reliability.

Mixed research paradigm

The mixed research is the mixture of quantitative and qualitative research methods,
paradigm, or other approaches characteristics. The mixture of both the researches is measured
suitably and depends on the situational and research questions as well as practical issues faced by
the researcher. In accordance of the mixed research, it is quite important for the researcher to
understand the objective, intersubjective and subjective realities in the research study. For the
researcher, it is vital to not to influence what they are actually observing but it is also important
to comprehend insiders point of view and meanings (Creswell and Creswell, 2017). A
combination of the quantitative and qualitative methods in mixed research method provide the
knowledge of concepts, approaches and methods that might be conducted in other research study
concurrently. This means that researcher conduct both of the researches in a single research
study with a set of associated studies with the intention to address the research question and
objectives. The mixed researches provide the positive or negative values where the researcher
views these researches as incomplete and limited for majority of the research issues.

Epistemology
In accordance of Mayoh and Onwuegbuzie (2015), the epistemology is a kind of
knowledge that concerns about the number of tasks where researcher might be able to sort out
into two categories. The term “epistemology” comes from the Greek word which means study
whereas it can also be said as “logos”. Logos is the root of the terms ending in “ology” such as
anthropology and psychology and many other associated meanings (Sosa, 2017).
According to the study of Fiske, Schubert and Seibt (2016), the propositional knowledge
encompasses the understanding with a wide range of reasons or purposes which include the
knowledge regarding science, geography, mathematics and self-knowledge regarding any kind of
the field study. In principle, the research might have unknowable truths. The epistemology goal
is to determine the criteria for the understanding so that one can know what can be known or
what cannot be known. In contrasts, the epistemology study includes the meta-epistemology
study in a fundamental way which means to know regarding the knowledge itself (Biddle and
Schaff, 2015).

Ontology
The ontology theory is the theory of objects and their ties which gives the knowledge of
the criteria to differentiate diverse kinds of objects. The kinds of objects include: existent and
nonexistent, abstract and concrete, ideal and real, dependent and independent. On the other hand,
the ties include predication, relations and dependencies (Biddle and Schaff, 2015). The formal
ontology in the context of philosophy has been developed in two ways. As a part of ontology, the
first approach has to study about it so that it can analyze it by employing the approach and tools
of formal logic. Also, from this point of view, the ontology determines the predication of logical
features with several universal theories. The specific paradigm usage of the set theory is applied
to the conditions with its interpretation and predication (Biddle and Schaff, 2015).
According to the study of Fiske et.al (2016), the discipline of ontology is an activity or a
method of enquiry that provide the concept of ontology into the philosophical issues which also
provide the facts of existence. A domain is an ontology which is the outcome or a matter of the
subject in the discipline of ontology. According to the study of Fiske et.al (2016), the scientific
ontology is an existence domain construed in research studies and that can be subdivided as the
theoretical commitment to the existent entities of preferred choice which include actual world
measured as the whole to the real existent entities which is also called as extant domain. The
ontology is a theoretical domain and thus provides the inventory or description of the things
included in the study and is supposed to exist according to the theory applied in the study (Fiske
et.al, 2016). The extant domain of ontology is the actual world of real existent entities whereas
these can turn into the complete ontological theory. As a consequence, the researcher could be
able to read the working on ontology while the author speaks without qualification with regard to
discuss ontology and not to intend any kind of alternatives (Fiske et.al, 2016).

Axiology
The study of values and how those values come in the society is basically known as
axiology. This kind of paradigm comprehends the values nature and judgments. It is associated
to other realms of philosophy such as aesthetics and ethics. Biddle and Schafft (2015)
determined that there are three branches in axiology that deal with worth. Ethics with goodness is
concerned in this paradigm where the researcher tries to comprehend what is actually good and
what means to be good in this kind of paradigm. The harmony and beauty is concerned as
aesthetics that try to comprehend beauty and how it is explained and what does it means. The
essential component of aesthetics and ethics is known as axiology due to which the researcher
use the concepts that are worth to explain beauty or goodness. Thus, the researcher should
comprehend what kind of thing is valuable and why whereas this also identifies that the
researcher might be able to help understand the values that determine motive of the research
study.

Research design
The research design for this research study was based on descriptive design while
employing the quantitative research method. On the other hand, the research design in secondary
research was based on exploratory research design. According to Midgelow (2016), the
descriptive research is one of the studies that design the participants in a clear way.
Quantitatively, the descriptive research designs measure before and after the treatment whereas it
also establishes associations among variables. Also, on the other hand, the exploratory research
study was employed in making the secondary research reliable with the intention to meet the aim
of the study.

Methodological paradigm
The methodology in this research study refers to how researcher goes about finding
whatever he believes that can be known in reality practically. It is a strategy that translates
epistemological and ontological principles and show how research needs to be conducted
according to the principle guidelines, practices, procedures that surely govern the research study
(Jackson, Pukys, Castro, Hermosura, Mendez, Gupta and Morales, 2018). The positivist research
paradigm provides the understanding of the quantitative research method where the objectivity
ontology and epistemology has contained the positivist paradigm that requires the linkage to the
causal explanations. The positivist research employs the experimental designs with the intention
to consider the effects specifically through the changes in the study. Also, in other words, the
techniques for collection of the data focus on collecting the difficult information in the numbers
with the intention to enable the evidence presented in the quantitative form. With regard to the
methodology, the positivist inquiry is the truth that can be accomplished through the repetition
and confirmation of noticeable findings. This also identifies that the positivist inquiry provide the
manipulations of the variables into the research objects where it also emphasize on the use of
reliable and valid methods with the intention to describe the events (Beck and Boudou, 2014).
According to the study of Beck and Boudou (2014), the secondary research method gives
the information same as qualitative research method which is underpinned by the interpretivist
epistemology and ontology constructively. This shows that there is a meaning embedded in the
experiences of respondents and provides the meaning through the researcher’s perspective. The
researcher use qualitative approach with the intention to provide the analysis of the research
objectives and the aim of the research study by observing the people and their interactions with
the charity organization. The researcher also provides the information on participation of the
study and how the information through the secondary research method was analyzed in the
research. According to the study of Beck and Boudou (2014), the secondary research method
was to attain the researcher point of view under the study. Methodologically, the interpretivists
and constructivists do not even believe in quasi-experimental or experimental research design.
Also, on the other hand, the constructivists assume that constructivists show the multifaceted
reality that cannot be studied in laboratory but instead can be studied in a unified whole in its
natural context.

Inductive approach
The inductive reasoning in this research study was based on learning from the experience
where resemblances, patterns and regularities in experience were observed with the intention to
reach to the conclusions or to create the theory in the study. The inductive approach starts with
detailed information which provides the understanding of the topic, ideas and generalization. An
inductive approach with the topic tends to develop generalization and examine the connections
as the researcher progresses through the research study (Biddle and Schaff, 2015). At some of
the initial stages, none of the hypothesis was found where the researcher wasn’t even sure about
the nature and kind of the research findings until the completion of the study.

Qualitative analysis
The aim of the qualitative analysis in this current research study provides the big image
by using the information to demonstrate the phenomenon of the research study (Biddle and
Schaff, 2015). This kind of method in the research was employed in different disciplines which
also include natural and social sciences whereas in the non-academic context this includes
service demonstrations and business by non-profits organization.
Quantitative analysis
The quantitative analysis provides the information on the catered issue in the research
study that helps to develop the thoughts and ideas or the hypothesis for the quantitative research
method (Hussein, 2015). The research was employed with the intention to uncover the trends in
opinions and views which also provide deep information into the issue.

Data triangulation
A powerful technique is known as data triangulation that also facilitates the validation of
the information gathered by the researcher from more than two sources. Particularly, the
triangulation in the data refers to the combination and application of various research methods in
the same phenomenon (Hussein, 2015). The qualitative or secondary research method was
employed while focusing on the data triangulation as well as that also validates the information
and research by the same data. The data triangulation strengthens the research study due to which
the information can be increased through validity and credibility (Hussein, 2015).

Theory triangulation
The triangulation in the data is a bit diverse due to which there is no integration in the
outcomes of the study that demonstrate validity but instead it aids the researcher to provide better
knowledge that makes the sense of the information in the research study. For instance, the theory
can be found by the researcher that undermines the credibility or validity of the data set while
applying to other theory. When such condition occurs, the data strength for the purpose of the
research is hindered (Hussein, 2015). Also, on the other hand, there are two of the competing
theories that can both support the information where the information should be suitable to
include in the study. While comparing the competing theories, the researcher might support the
findings of each of the research method and compare those findings in the context of data
triangulation. Conversely, the procedure of the data triangulation strengthens the study by
enhancing the validity and credibility of the data sets and the information that can be employed
by the researcher (Hussein, 2015). This method provides the combination of diverse aspects of
the research study where methods and theories can be easily undertaken into consideration for
any kind of research conduct.

Primary and secondary method

The primary research method in this current research study involves collecting the new
information that has been gathered earlier. This method includes using the survey questionnaires
with the group of people. Secondary research includes collection, summary or synthesis of the
current research study instead of the primary research in which the data is gathered from the
experiments or subjects (Hussein, 2015). The analysis was qualitative data gathered with the
intention to provide detail information on the identified topic based on the objectives of the
research. The secondary data provide the useful information on the topic and research objectives
of the study, since the data is pre-existing so the researcher address the information related to the
topic and identifies whether the topic has been researched before by other scholars or not or how
the topic has been analyzed in other studies so that the researcher can be able to provide extra
information based on the objectives of the research study.
Data analysis
 The analysis of the data was based on the non-statistical interpretation and judgment by
the researcher of the study. The data analysis was based on the judgment where the reason for the
analysis was to collect the information based on the aims and objectives of the study.

Data collection
The data collection in this current research study was unstructured in order to analyze the
information of the research. The information is based on the unstructured data that either it does
not have pre demonstrated data model or either it does not organized in an effective manners.
The collection of the data in the qualitative methods varies by using the unstructured and semi-
structured techniques. The information in this research study was based on both quantitative and
qualitative research where the data contains text-heavy structure such as interpretation and the
facts of the research study based on the previous studies.
 Chapter 4: Data Analysis
Secondary data
The research has developed the use of exploratory research because, as in the description
by Fiske et.al (2016), exploratory studies aim at familiarizing with the phenomenon that is being
studied or the discovery of a new understanding for it. The main focus of this study is to provide
the knowledge of relationship marketing in the Little Princess Trust where the marketing can be
used in future studies. As an instrument, the use of the questionnaire was chosen because it is
less costly, in the face of budgetary constraints. Another point worth mentioning is the low
importance given to the increase in the number of volunteers, indicating that this is not the focus,
at the moment, of the organizations surveyed. Another objective that has obtained low average is
the disclosure of the organization's objectives to the point of fundamental importance, according
to the concept of marketing, every form of contact with the external public is a form of
communication. Thus, employees need to be well acquainted with the organization's mission and
that can communicate, in the best way, with external audiences.
The social networking sites like Twitter, Facebook and Instragram has enabled some of
the individuals to connect with wide range of social, professional and cultural levels. According
to the study of Maier et.al (2016), nonprofit organizations build a strong presence of social media
that can enhance their visibility among the people who are interested in groups mission. In the
view of Maier et.al (2016), charities construct their Facebook pages with the intention to alert the
volunteers to reach out new and unique updates for their followers on Twitter or post the updates
on Instagram for the most recent accomplishments and events. Maier et.al (2016) demonstrated
that in accordance of the social media and other online networks, majority of the connections
start with meeting people face-to-face but on the other hand, Maier et.al (2016) determined that
non-profit agencies can benefit from joining or visting networking group and share identical
mission for the people they target. These social media networking and other groups allow people
to exchange ideas and learn regarding the latest trends in the expertise areas as well as that also
enhance delivery methods. Also, it is identified that networking meetings in the charitable
organizations are the source of information on sponsorship opportunities, interested donors and
volunteer workers for the efforts of the agency (Maier et.al, 2016). The marketing strategy in the
nonprofit organization needs to be expanded with the intention to help this sector to meet several
missions and short term as well as long term objectives. This might include guidelines for the
target markets in the charitable companies. With regard to develop new marketing strategies, it is
difficult for any kind of business to expertise in resources but it is found that non profit
organizations lacks the resources and make the procedure complicated overall (Maier et.al,
2016).

The strategies are associated with traditional marketing that are not well-adapted to meet
the aims or goals of the charity organizations. Samu and Wymer (2013) determined that
organiations are not even motivated by the bottom line whereas for profit organizations strategies
fall short while aiding the charitable organizations so that they can be able to reach out their
marketing focus areas such as funders, clients, donors and volunteers (Samu and Wymer, 2013).
With regard to the attract the donors, the target marketing trends in the Little Princess Trust
charity are unfocused and sporadic. On the other hand, Samu and Wymer (2013) determined that
individuals are charities specific in selecting NPOs to which the organization donate the regular
donors or patrons who are healthy to limit their contributions in economic times. Also, for not-
for-profit sector, there is no longer funds raising for the organization.

It is important to know that Little Princess Trust charity comprehend what motivates
individuals to donate specifically to the particularly charity organizations or charities category.
Any kind of marketing strategy in the nonprofit organization should address the motive of donor
such as how they make donations which might include specific incentives as well as that might
motivate people to select particular organizations to donate. Therefore, this current research
study highlights the desires and needs of the non-profit organization with the intention to retain
volunteers and attract them as they are quite passionate about their missions and aims (Samu and
Wymer, 2013). But, on the other hand, this is not enough for the organization since Little Prince
Trust Charity organization always want to be the successful one all around the country. The
passion of volunteer can be seen if they wont receive the right to pay back whether it is some
material benefit or self-satisfaction. The marketing strategies in the Little Princess Trust Charity
should address overall specific motivations of NPO volunteers (Samu and Wymer, 2013).

According to the study of Samu and Wymer (2013), the Little Princess Trust charity
organization has few of the issues to find its customers or clients. On the other hand, it is also
seen that there is a wide range of users relying upon good or services offered by the organization.
Little Princess Trust charity offer the welfare services and have difficulty in finding people who
need their assistance (Boenigk and Scherhag, 2014). The organization is based on entertaining
the people who are facing difficulties in surviving whereas Little Princess Trust charity may have
difficulty in finding individuals to support artists or attend performances. Majority of the charity
organizations struggle with the brand name or recognition regardless of the size of the
organization that provide goods or services (Boenigk and Scherhag, 2014). The model for the
marketing strategy in the Little Princess Trust charity address some of the several kinds of
customers who utilize goods or services and offer wide range of services to the people. For Little
Princess Trust charity, few of the specific efforts need to be made with the intention to develop
brand equity. According to the study of Boenigk and Scherhag (2014), the marketing strategy
needs to be successful in the Little Princess Trust charity. It should be straight forward, easy to
measure and implement. Conversely, for Little Princess Trust charity, it is easy to develop the
model strategy and give wide range of variety of people that the organization should attract for
many purposes such as time or effort, funding and services) (Lefroy and Tsarenko, 2013).

Also, in the study of Samu and Wymer (2013), referrels are said to be one of the major
power sources of connection marketing efforts. In the view of Lefroy and Tsarenko (2013),
leaders in agency deal with people who have invested money and time in the group causes can
ask those individuals regarding others who share their interest in mission. For example, an
individual can recruit other volunteers which can be from their friends, classmates and family
while associating her fulfilling experience and fun in aiding the agency (Boenigk and Scherhag,
2014). The relationship marketing component is a major component that depends on identifying
contributors and rewarding their efforts. Majority of the non-profit agencies recognize their
highest donors by holding special events or occasions whereas majority of the sponsors are
visible enough with diligent volunteers (Boenigk and Scherhag, 2014). In non-profit
organizations, the manager is responsible for communication and has the responsibility to
communicate with donors in the search for donations, one of the mostimportant for an
organization to accomplish its mission (Lefroy and Tsarenko, 2013). The other important task of
communication managers is to communicate with potential volunteers, because there is also
increasing competition between organizations by volunteers, and this is the reason why
marketing techniques are gaining aincreasingly important in this sector (Boenigk and Scherhag,
2014). The communication of marketing is also of great importance for organizations to promote
mission. According to Lefroy and Tsarenko (2013), turning causes into strong brands that
havelongevity, personality and consistency seems to be the main challenge of the Little Princess
Trust Charity organization at this time.
Also, Lefroy and Tsarenko (2013) explained that some of the contributors can receive the
recognition in the form of photos, awards and press releases on the website of the group. The
recognition show in these avenues demonstrate that agency values the contribution and measures
the mission of the group as an important part of the organization. Therefore, the relationship
marketing also emphasize on retaining the client and satisfying them instead of focusing on
transactions of the business (Samu and Wymer, 2013). This kind of approach provides the
understanding of long-term relationship with customer/client and widens the communications
efforts beyond standard promotions and advertising. Also, it is identified that it’s a natural
process for the nonprofit organizations that they depend on donors, volunteers and sponsors
goodwill so that they can achieve their mission and aims and continue their activities (Samu and
Wymer, 2013).
Based on the outcomes of the study, the results are significant in a practical way as they
indicate that majority of the non-profit organizations have reached their full potential through
marketing and advertising. This could be because of the number of diverse purposes (Lefroy and
Tsarenko, 2013). These reasons include that there could be a limited use of marketing tools and
heavy dependence by the nonprofits promotion. This heavy dependence is based on the
perception that majority of the elements associated to marketing mix are not under the control of
the nonprofit organization. For instance, the distribution channel decisions and voluntary is the
price that can be made rarely but on the other hand, the product could not be changed (Lefroy
and Tsarenko, 2013). Hence, it is quite feasible for the Little Princess Trust charity to adopt
marketing instruments and strategies due to which the organization perceive that marketing is a
worst thing which might aim to manipulate people and thus is not compatible with the work they
are actually doing. According to the outcomes of this research study, Little Princess Trust
charity could have beel slow in acceping the marketing benefits with the intention to accomplish
their aims and mission as well as adapt techniques and strategies related to marketing. Lefroy
and Tsarenko (2013) identified that there are important potential for the accomplishment of
theorganization through the customer-centered oriented approach.
In the previous studies, the current research study is seen as limited according to the fact
that the Little Princess Trust charity organization is unlikely to be the national population
representative of the nonprofit organizations in United Kingdom. The approach of the data
collection and its consistency ensures that country could be performed safely (Lefroy and
Tsarenko, 2013). Optimally, it could be seen that with the intention to derive the sample by
employing the registries of the organization in all countries (if available publicly) as a beginning
point for the true random sampling process. Therefore, it would be quite interesting to try to map
the amendments in the marketing mindset in nonprofit organization where the professionalism
can be seen by employing the true longitudinal survey deisng over the longer period of time
(Samu and Wymer, 2013). Therefore, the acceptance of the practices associated to marketing and
advertising can be seen while focusing on the barriers specifically with some of the reasons that
include why non profit organization managers believe market research is unimportant or quite
difficult for the organizations nowadays. This would also form the qualitative follow-up to the
current research study (Lefroy and Tsarenko, 2013).
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