International Journal of Social Science & Economic Research
Submit Paper

Title:
EFFECTIVE MARKETING AESTHETICS AND STRATEGIES FOR THE INDIAN NON-PROFIT

Authors:
SUVEER SAWHNEY

|| ||

SUVEER SAWHNEY
The British School, New Delhi

MLA 8
SAWHNEY, SUVEER. "EFFECTIVE MARKETING AESTHETICS AND STRATEGIES FOR THE INDIAN NON-PROFIT." Int. j. of Social Science and Economic Research, vol. 4, no. 4, Apr. 2019, pp. 2943-2949, ijsser.org/more2019.php?id=218. Accessed Apr. 2019.
APA
SAWHNEY, S. (2019, April). EFFECTIVE MARKETING AESTHETICS AND STRATEGIES FOR THE INDIAN NON-PROFIT. Int. j. of Social Science and Economic Research, 4(4), 2943-2949. Retrieved from ijsser.org/more2019.php?id=218
Chicago
SAWHNEY, SUVEER. "EFFECTIVE MARKETING AESTHETICS AND STRATEGIES FOR THE INDIAN NON-PROFIT." Int. j. of Social Science and Economic Research 4, no. 4 (April 2019), 2943-2949. Accessed April, 2019. ijsser.org/more2019.php?id=218.

References

[1]. Bhati, Anshu, "Role of Public Relations for Effective Communications in NGOs, 2013", Accessed on 28th March, 2019
[2]. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.685.9979&rep=rep1&type=pdf
[3]. "Chapter 2: An Overview of the Non-Profit Sector in India And Kerala", Accessed on 28th March, 2019
[4]. http://shodhganga.inflibnet.ac.in/bitstream/10603/43238/10/10_chapter%202.pdf
[5]. Cunha, Marco D. "Marketing for a Good Cause: 7 Strategies for Nonprofits", Wordstream,27th September, 2018
[6]. https://www.wordstream.com/blog/ws/2016/02/09/marketing-for-nonprofits
[7]. Dessler, Wendy , "Building a Strong Brand for Nonprofit Organizations",Globalowls, Accessed on 1st April, 2019
[8]. https://globalowls.com/building-strong-brand-nonprofits/
[9]. Kestane, Serpil Unal "Marketing and Communication Problems And Proposed Solutions for the Turkish Women's N.G.O. Sector", Accessed on 3rd April, 2019 http://ijssm.org/vol_1/Kestane_IJSSM_1.3.pdf
[10]. Parthasarathy, Vimla, "Chapter II NGOs And Marketing", Accessed on 3rd April, 2019 http://shodhganga.inflibnet.ac.in/bitstream/10603/9620/8/08_chapter%202.pdf
[11]. Sen, Siddhartha "Defining the Nonprofit Sector: India, 1993", Accessed on 29th March, 2019 http://ccss.jhu.edu/wp-content/uploads/downloads/2011/09/India_CNP_WP12_1993.pdf
[12]. Singh, Prerna, "Use of Digital Marketing In NGOs", 25th July, 2017 http://intelliassist.co.in/use-digital-marketing-ngos/
[13]. Sleurink, Arjan, "E-business for NGOs, 2002", Accessed on 29th March, 2019 http://www.bibalex.org/Search4Dev/files/288382/119333.pdf
[14]. Stone, Christopher, Kylander Nathalie, "The Role of Brand in the Nonprofit Sector, 2012", Accessed in 2nd April, 2019 https://ssir.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector#
[15]. Rajasekhar, D, "Non-Governmental Organizations in India : Opportunities and Challenges, 2000", Accessed on 5th April, 2019
[16]. Ross, Daniel, "A Quick Guide to Digital Marketing for Nonprofits, Philanthropy News Digest, 11th May, 2018 https://philanthropynewsdigest.org/columns/the-sustainable-nonprofit/a-quick-guide-to-digital-marketing-for-nonprofits
[17]. Yazdanifard Rashad, Massoumian Melika, Karimi Mohammad Hossein, "Structure of Non-governmental organization Marketing ", Accessed on 2nd April, 2019 http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.635.2335&rep=rep1&type=pdf

Abstract:
Non-profit organizations are bodies that engage in economic activities for the purpose of benefiting communities and bringing social change in contrast to traditional business ventures which have a profit motive. They receive a majority of their funds from financial contributions from donors and members and not from the exchange of goods and services. They engage in activities to provide public services to underprivileged sections of the society like free education for orphans and free healthcare for those who cannot afford expensive medical treatment. Nonprofit organizations engage in similar activities as some branches of the government but they are more independent and flexible in their workings. Governments actively seek the help of nonprofit bodies to implement public welfare policies such as family planning, consumer education and so on. In India, non profit organizations can be legally established and under 9 different legislations such as the Companies Act, 1956 and the Public Trust Act, 1960 depending on their formation, membership and working. They are given exemption tax breaks amongst other form of government assistance to foster growth. However, it is imperative for non-profit bodies to stay connected and relevant to the public to not only attain their social goals but also for their sustenance and growth. This paper gives a background of non-profit bodies and their growth in India since independence. It aims to analyse the problems associated to brand building and marketing which are important for non-profit bodies to be financially secure. It surveys related problems that prevent the growth of these bodies and the role of social media and technology to solve those problems. Lastly, it contains policy recommendations which aim at making nonprofit bodies more relatable and visible to the public eye, which increases chances of creating social change.