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Marketing and Information Communication Technology (ICT) in Improving Not-For-Profit Organisation's (NPO's) Service Performance in Nigeria

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Marketing and Information Communication Technology (ICT) in Improving Not-For-Profit Organisation's (NPO's) Service Performance in Nigeria


Alasiri, W. A. | Adewunmi, O. D. | Olawore, O. P. | Dabiri, G. S. | Oloni, O. D.



Alasiri, W. A. | Adewunmi, O. D. | Olawore, O. P. | Dabiri, G. S. | Oloni, O. D. "Marketing and Information Communication Technology (ICT) in Improving Not-For-Profit Organisation's (NPO's) Service Performance in Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-9 | Issue-1, February 2025, pp.422-428, URL: https://www.ijtsrd.com/papers/ijtsrd73850.pdf

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


IJTSRD73850
Volume-9 | Issue-1, February 2025
422-428
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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