The application of relationship marketing in non-profit organisations involved in the proVIs1on o social services

Abstract

INTRODUCTION
A variet of factors have gradually contributed to a possible greater role for marketing in nonprofit organisations to offset the decrease in income experienced by many of these organisations. These factors are as follows (Terblanche 1999):

• Increased privatisation of some of the activities of the state;
  Decreased support from traditional sources of support;
  Increased competition among non-profit org~nisations
• Increase in the number of non-profit organisations;

Another factor that could be added to this Jist is the potential contributions to non-profit organisations that are now being  spent on  National Lottery tickets. Although the National Lottery was established, inter alia, to  pool and distribute money for welfare causes, many non-profit organisations stand to lose the traditional contributions made to them by members of the public. Much of the money that is spent on National Lottery tickets would have been donated to non-profit organisations. In principle a few non-pfofit -organisations may benefit from the National Lottery; but a large number will miss out on the contributions of donors who spend the extent of their former donation on National  tickets  and feel that they are still contributing to non-profit organisations (Baguley 1996:127-).