How NGOs are developing their management styles and marketing in order to achieve greater efficiency, whilst maintaining their core values?

Chloe G.

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How NGOs are developing their management styles and marketing in order to achieve greater efficiency, whilst maintaining their core values?

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Thèmes abordés

NGO, management styles, marketing, efficiency, core values, Non-Governmental Organisations, welfare agencies, Union of International Organisation, bilateral resources, multilateral resources

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Résumé du document

"Non-Governmental Organisations have long been regarded as welfare agencies working on the periphery of development. Since the 1980s, NGOs have emerged as a major development force in many developing countries" (Afful, 1992). According to Afful, NGO are no longer in the shadow of business and are now regarded as main actors. Therefore it is worthwhile to investigate the following objective: how NGO find their place in the globalisation to make things evolve.
This led to the following subject: How NGOs are developing their management styles and marketing in order to achieve greater efficiency, whilst maintaining their core values. An introduction and a definition of a NGO will be presented in a first part. Then an analysis of new management styles will be undertaken. The marketing part will come further illustrating all the techniques used by NGOs to get them known. Finally a conclusion will be drawn with a critical approach of the subject.

Sommaire

Definition of a NGO
Management
Marketing
1. Active marketing
2. Passive
3. Partnership with companies

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Extraits

[...] How NGOs are developing their management styles and marketing in order to achieve greater efficiency, whilst maintaining their core values? Introduction “Non-Governmental Organisations have long been regarded as welfare agencies working on the periphery of development. Since the 1980s, NGOs have emerged as a major development force in many developing countries” (Afful, 1992). According to Afful, NGO are no longer in the shadow of business and are now regarded as main actors. Therefore it is worthwhile to investigate the following objective: how NGO find their place in the globalisation to make things evolve. [...]

[...] Their race for money made them forgot their core values. Leaflets are also distributed in the street with catchy slogans can't say that we can't do anything” is the slogan of Action against hunger” for the excuse didn't and pictures. According to Mesnard (2002), NGOs are using the victim's pain (by showing suffering bodies, despair expression) to sensitise people. Poster are exposed also with those catchy slogans and shocking pictures. The ethic of those others techniques can be put in jeopardy. [...]

[...] He will now be surrounded by the same people who loved and cared for Catherine and who will do the same for her son. I ask you to donate as much as you can, even if it only be a penny, every little donation counts and is very much appreciated. Source: It is a email I received on 12th of October 2007 from one of my friend. Appendix 5 First of all, the envelope is illustrated with an image that has to affect the recipient. [...]

[...] [Online] http://site.ebrary.com/lib/staffordshire/Doc?id=10179964&ppg=78 [Accessed 7th February 2008] Tamsin, B Challenging the NGOs: Women, Religion and Discourses in India. London, GBR: I. B. Tauris & Company, Limited, p 10. [Online] http://site.ebrary.com/lib/staffordshire/Doc?id=10156488&ppg=34, [Accessed 23rd February 2007] Taylor, S Discourse, power and the international NGO: an ethnography of the development encounter, Ph.D., London, School of Oriental and African Studies, 55-10527 DXN092889)[Online], http://www.theses.com.ezproxy.staffs.ac.uk, [Accessed 7 February 2008] The Union of International Associations (UIA). [Online] http://www.uia.be/about, [Accessed 24th February 2008] Transnational Associations NGOs and Civil Society: Some Realities and Distortions, the challenge of "Necessary-to-Governance Organizations" (NGOs) pp. [...]

[...] One famous buzz-marketing has been set up by Handicap International with their shoes pyramid. (Handicap-international, 2008) Each year and for different causes, this big NGO is organising a shoes pyramid all over the world (Germany, France, Canada . The aim of this event is to egg on people to sign the petition to show their support to the campaign and to victims of cluster bombs. This event refers to the amount of items which have been taken from Jewish. Contrary to some previous techniques, this one seems to be respectful in a way that they attract people that are really interested and they make it for a noble cause. [...]

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