An assessment of the nature and implementation of markerting strategies of selected Eastern Cape Non-Government Organisations

• Main Author: Madinda, Ncumisa
• Format: Others
• Language: English
• Published: Nelson Mandela Metropolitan University 2013
• Subjects: Non-governmental organizations > South Africa > Eastern Cape; Branding (Marketing) > South Africa > Eastern Cape; Economic assistance > South Africa > Eastern Cape
• Online Access: http://hdl.handle.net/10948/d1020114

This dissertation is an assessment of the nature and implementation of marketing strategies of selected Eastern Cape non-government organisations. Poverty alleviation and service delivery remain the major focus of the South African government, after nineteen years of democracy (post-apartheid era). One of the civil societies that is key in working with the government in alleviating poverty and looking after the interests of the poor and marginalised individuals within the society is non-government organisations (NGOs). NGOs are organisations that are voluntary, independent, not-for-profit, and not self-serving in aims and related values. In August 1995, NGOs moved very quickly to establish the South African NGO Coalition (Sangoco). This was as a result of the Non-Profit Organisations Act 1997. Government reorganised the political environment for NGOs. They were provided with access to the fourth chamber of the National Economic Labour and Development Council, - the country's premier corporatist-style consensus-building agency, - on condition that such representation occurs through a single body. Sangoco now serves as a representative umbrella body for approximately 6,000 affiliated NGOs. Sangoco's primary role is that of advancing the interests of the poor. It is also concerned with developing an enabling environment for the NGO sector and providing an arena for mutual monitoring. Even though the Non-Profit Organisations Act opened the doors for NGOs to raise funds freely and also obtain allowances from the government, the bureaucratisation and commercialisation of NGOs made it almost impossible to access these funds, hence, most NGOs today are closing down. A literature review was conducted to determine what theory reveals about strategic marketing for profit organisations. Furthermore, how the marketing principles that are used in businesses can be implemented to ensure sustainability of non-profit organisations. The empirical study was conducted through questionnaires and interviews with the management of the NGOs. In Chapter 4 of this study findings are presented and in Chapter 5 recommendations are made. Further studies can be conducted to determine some of the areas that the NGOs can improve on, in order to run an effective and efficient non-profit organization.