The Impact of Marketing Practices on NGO Performance: The Pestel Model Effect

Abstract

As political conflicts and uncertainty in many developing countries are becoming more frequent, asylum seekers are increasingly numerous. Since affected parties are refugees and host countries, humanitarian and non-governmental organizations play a large role in most host communities. Despite their nonprofit nature, NGOs have a huge need for resources NGOs to carry out their missions and achieve sustainability to serve as many refugees as possible. This study reflects the important role that marketing plays in NGOs in achieving the above goals and is a marginalized concept for most NGOs' managers and owners. Marketing also serves a social role in addition to sustainability for NGOs. Since these organizations have to attract capital, they also have to attract personnel. Key support of humanitarian organizations lies in voluntary work, donations and benevolent participation in charitable activities. To attract community awareness and involvement, these organizations should promote their causes. Social marketing, marketing concepts and strategies will do this. Despite the resource constraint, this research will elaborate and discuss the impact of marketing practices on NGOs at various levels and on different means and limitations of marketing in NGOs.