Evaluation of Nonprofit Organizations. Application of General Marketing Concepts

Laurentino Bello Acebrón, Marta Rey García and Luis Ignacio Álvarez González

No 351, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: Nonprofit organizations have increasingly demanded ad hoc evaluation methodologies during the last decade in order to assess and improve their performance and impact. In this sense, the purpose of this paper is double. First, to demonstrate that the application of general marketing concepts to nonprofit organizations has still a strong potential in the specific field of measurement and evaluation of the social capital created by nonprofits. Second, the paper outlines and proposes a marketing-based and market-oriented conceptual model and methodological approach for evaluating the performance and impact of nonprofit organizations.

Keywords: Performance and impact evaluation; marketing; nonprofit organizations (search for similar items in EconPapers)
Date: 2011
New Economics Papers: this item is included in nep-mkt
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