Non-Profit Websites as Marketing Information Systems: Preliminary Findings

12 Pages Posted: 7 Mar 2013 Last revised: 3 Mar 2015

Date Written: March 6, 2013

Abstract

Four non-profit organizations were identified as having websites that collected Marketing data. They were interviewed to identify common internal conditions. All four firms demonstrated executive commitment and reported having stable client-base needs over time, but a formal Marketing plan and defined, measurable website-specific goals seemed less important. Regarding website implementation: these firms attempted to gain early consensus, provided resources for training/database management, and considered scalability issues. Having a parent organization to defray costs and being in an uncertain funding environment seemed conducive. Recommendations revolved around focusing on identifying barriers to adoption since potential for improvement is even greater than suspected.

Keywords: marketing, websites, non-profit

JEL Classification: L31, M31

Suggested Citation

Morenz-Harbinger, Mark A., Non-Profit Websites as Marketing Information Systems: Preliminary Findings (March 6, 2013). Available at SSRN: https://ssrn.com/abstract=2229232 or http://dx.doi.org/10.2139/ssrn.2229232

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