Evaluation of Direct Marketing Application in Non-profit Services Organizations (Case Study: Karaj’s Art Organizations)

Subject Areas : Futurology

M. A. Abdolvand ¹ , K. Heidarzadeh ² , M. Najafi pirasteh ³

1 - ندارد
2 - نویسنده مسئول یا طرف مکاتبه
3 - ندارد

Received: 2008-11-27 Accepted : 2009-02-18 Published : 2010-03-21

Keywords: Direct Marketing, Non-profit Organizations, Marketing Effort, External Integration, Formalization, Sales Performance, Fundraising Performance, Marginal Self-confidence,

Abstract :

In the present competitive world of today, marketing people are looking for customers. One of theimportant communication means in business is promotion wich one of the tools is direct marketing. Asscience and technology progressed, direct marketing has extend more. As using direct marketingmethods are cammon is developed countries, and they are also used in service organizations and nonprofitinstitutions, in this research the use of these means in non-profit servise organizations isanalyzed.This research is based on practical and mensurable methods and it is limited to istatisticpopulation of art organizations in Karaj in 2009. More over a number of software including SPSSStatistics 17, LISREL 8.54, SPLS M3 are used for analyzing the data.The data is gathered and proccesed via questionaries and the results are as following:The bigger the size of an art organizations is, the higher the degree of marketing effort will be; but ithas no effect on formalization of the organization.The formalization of an art organization has no effect an external integration; however, it is directlyrelated to managerial self confidence, marketing effort, and direct marketing implementation. Thehigher the managerial self confidence is, the better the direct marketing implementation will be. Thereare no relation between marketing effort and direct marketing implementation and seson-ticketsubscription; however, marketing effort causes the increase of sales performance and fundrisingperformance.