Promotional strategies of NGO in Bangladesh: Backward and Forward Linkage
The concept of marketing communication strategies assumes that there are several variables which will help to influence donors as well as receivers to accomplish the nonprofit organization’s goal. Based on the marketing communications and business-to-business marketing literature, the model – integrates aspects of the marketing communication purposes, bidirectional communications, and different communications channels- is experienced to examine marketing communication strategies and organizational performance in terms of nonprofit organizations. The purpose of the paper is to identify and analyze promotional strategies taken by NGO’s working in Bangladesh and find out lacking in terms of strategies and by understanding consumer’s perception; providing suggestions regarding creating policies in the perspective of attracting both donor and receiver. However, this study uses an exploratory case methodology where both primary and secondary data were used for analyzing the applied and applicable strategies. For Primary data collection, 10 NGOs were chosen which are working in Bangladesh and in-depth interview was taken from high officials. In addition, Secondary data were taken from different websites, journals, books, magazines, and dailies. It also helps to understand overall promotional, or communication strategies occupied by nonprofit organizations and indicate the application of marketing techniques used by non-profit organization and organizations are trying to shifting its mindset by realizing its advantages. It also analyzes lacking of nonprofit organizations in terms of taking promotional strategies to attract donors and receivers, and finally Managerial implications are discussed as non-profit organizations work parallel with donor market and receiver market so promotion strategies must be taken based on those different markets along with suggestions for further research.
