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Essay / Research Paper Abstract
This 5 page paper evaluates a case study on The United Way and the bad publicity it received when one executive took advantage of the organization. Remedies to resolve the marketing problem are presented. The concept of marketing mix and the nonprofit corporation are explored. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: RT13_SA211mkt.rtf
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Unformatted sample text from the term paper:
is embraced by not-for-profits. It is a misnomer to think that nonprofit organizations are less needy of marketing services just because they are not out to make a profit. The
function of charitable organizations is to raise money and so they too need funding just as much, or maybe more, than the average commercial enterprise. Although marketing does cost
money, and charitable organizations are best served by being able to reduce administration costs, advertising and marketing are essential in making such organizations grow. In discussing marketing in the
public sector, there is continuing debate but that is relevant to the nature of the product and the nature of the public/private sector divide (Kearsey & Varey, 1998). A case
study on the United Way demonstrates the vulnerability of nonprofits in respect to bad press. The United Way is a charitable U.S. organization that has been
in business since 1887 (Hartley, 2000). In 1992, the companys pristine image was jolted by the revelation that free spending and other questionable activity of William Aramony was a
reality (2000). The mans salary and uncontrolled perks seemed inappropriate for someone who was in charge of a charitable organization (2000). Indeed, many people who contribute to
such charities realize that there will be some moneys going to administration, but by and large, the donations they give should go to the chosen cause, and not supplement the
lifestyles of charity employees. While perhaps things could be fixed, the damage done by the image that this revelation created could not be easily rectified. Hartley (2000) explains
that the people are left to question the callousness with which such a major organization conducts itself. Unlike businesses that sell products, nonprofits depend on contributions that are freely
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