Nonprofits’ Marketing Challenges and Opportunities After the COVID-19 Era

Pranav Kumar, Shahira Abdalla, Usha Seshadri and Mohit Vij

FIIB Business Review, 2024, vol. 13, issue 3, 331-339

Abstract: We aim to highlight the challenges for nonprofits marketing considering the economic slowdown and service failure due the COVID-19 pandemic. This conceptual study addresses how the lack of understanding of digital technologies among nonprofit organizations (NPOs) has further aggravated the situation, raising concerns about their survival. At the same time, the crisis always provides an opportunity to innovate, and the same is debated in this article. The NPOs that have shown reluctance towards digital technologies upgraded themselves to utilize such technologies for their survival. Further, they have the opportunity to rework their organizational model to attract funds for restoring their operations in the post-pandemic era. But the NPOs have a complex environment as they have two different sets of market segments to cater to—donors and clients. The significance of the article is that it provides marketing strategies for NPOs to advertise their past work to attract donors or funders, thereby ensuring financial viability along with social commitments towards society.

Keywords: COVID-19 pandemic; marketing strategies; nonprofits; digital technology (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:fbbsrw:v:13:y:2024:i:3:p:331-339

DOI: 10.1177/23197145221125339

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