Not-for-profit organisations (NPOs) around the world continue to increase considerably featuring in many sectors and pursuing their set goals and mission objectives in the most effective and efficient ways. A not-for-profit organisation (NPO) is a legal entity that aims to promote a particular social cause or serve a specific community, rather than maximizing profits for its members or owners. The work of NPO is essentially to provide and maintain the much needed services typically not provided by the for- profit sector or government. NPOs are established to meet both customers' (contributors and beneficiaries) satisfaction as well as its mission objectives. These can only be achieved if the operators and owners understand and apply marketing principles and logics using information and Communication Technology (ICT) to complement their activities as practiced by for profit organizations. The study is essentially a qualitative research focusing on both conceptual as well as empirical review to examine the extent to which NPOs handlers understand, appreciate and apply marketing and ICT to their operations. It was revealed that NPOs are yet to move from organizational centred-mindset to customer orientation in the pursuit of their mission goals. This position negates the marketing concept principle which the study concluded is inevitable for any success-focused NPO. The study recommended among others that NPOs should dedicate a unit or department to specifically handle marketing related functions to be powered and complemented by a functional lCT in their organizations and that these tasks should be performed by formally trained personnel.
Information communication technology, not- for profit organisation, marketing, service, market- orientation, customers
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