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The marketing capabilities of non-profit organisations and its performance

Bergkvist, Frans LU ; Ke, Weikang LU and Sandnes, Jacob LU (2022) IBUH19 20221
Department of Business Administration
Abstract
This thesis is based on a quantitative study that is conducted by comparing the fundraising effectiveness of humanitarian non-profit organisations (NPOs) to their program expenditure. The fundraising effectiveness of NPOs is derived from fundraising expenses over donations received. Using two hypotheses that were developed using literature revolving around capabilities, with a special focus on marketing capabilities, and performance measurements of NPO, we implement these findings to investigate how marketing capabilities can be linked with the performance of humanitarian NPOs. This was done through a deductive approach by analysing data from the financial statements of NPOs. The data that was found in these financial statements were used... (More)
This thesis is based on a quantitative study that is conducted by comparing the fundraising effectiveness of humanitarian non-profit organisations (NPOs) to their program expenditure. The fundraising effectiveness of NPOs is derived from fundraising expenses over donations received. Using two hypotheses that were developed using literature revolving around capabilities, with a special focus on marketing capabilities, and performance measurements of NPO, we implement these findings to investigate how marketing capabilities can be linked with the performance of humanitarian NPOs. This was done through a deductive approach by analysing data from the financial statements of NPOs. The data that was found in these financial statements were used in a panel data regression and these results are then connected to the theory regarding marking capabilities and performance measurements of non-profit organisations. With the results that were derived from the panel data regression, a positive correlation between fundraising efficiency and the performance of NPOs. The results also reveal a diminishing marginal return with the performance of NPOs concerning the fundraising efficiency, meaning that an increase in fundraising efficiency for NPOs will only increase the performance to a certain point. (Less)
Please use this url to cite or link to this publication:
author
Bergkvist, Frans LU ; Ke, Weikang LU and Sandnes, Jacob LU
supervisor
organization
alternative title
A quantitative study of the marketing capability of humanitarian NPOs compared to the performance
course
IBUH19 20221
year
type
M2 - Bachelor Degree
subject
language
English
id
9082174
date added to LUP
2022-08-01 12:54:21
date last changed
2022-08-01 12:54:21
@misc{9082174,
  abstract     = {{This thesis is based on a quantitative study that is conducted by comparing the fundraising effectiveness of humanitarian non-profit organisations (NPOs) to their program expenditure. The fundraising effectiveness of NPOs is derived from fundraising expenses over donations received. Using two hypotheses that were developed using literature revolving around capabilities, with a special focus on marketing capabilities, and performance measurements of NPO, we implement these findings to investigate how marketing capabilities can be linked with the performance of humanitarian NPOs. This was done through a deductive approach by analysing data from the financial statements of NPOs. The data that was found in these financial statements were used in a panel data regression and these results are then connected to the theory regarding marking capabilities and performance measurements of non-profit organisations. With the results that were derived from the panel data regression, a positive correlation between fundraising efficiency and the performance of NPOs. The results also reveal a diminishing marginal return with the performance of NPOs concerning the fundraising efficiency, meaning that an increase in fundraising efficiency for NPOs will only increase the performance to a certain point.}},
  author       = {{Bergkvist, Frans and Ke, Weikang and Sandnes, Jacob}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The marketing capabilities of non-profit organisations and its performance}},
  year         = {{2022}},
}