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Evaluation of Nonprofit Organizations. Application of General Marketing Concepts

Author

Listed:
  • Acebrón, Laurentino Bello
  • García, Marta Rey
  • González, Luis Ignacio Álvarez

Abstract

Nonprofit organizations have increasingly demanded ad hoc evaluation methodologies during the last decade in order to assess and improve their performance and impact. In this sense, the purpose of this paper is double. First, to demonstrate that the application of general marketing concepts to nonprofit organizations has still a strong potential in the specific field of measurement and evaluation of the social capital created by nonprofits. Second, the paper outlines and proposes a marketing-based and market-oriented conceptual model and methodological approach for evaluating the performance and impact of nonprofit organizations.

Suggested Citation

  • Acebrón, Laurentino Bello & García, Marta Rey & González, Luis Ignacio Álvarez, 2011. "Evaluation of Nonprofit Organizations. Application of General Marketing Concepts," Apas Papers 351, Academic Public Administration Studies Archive - APAS.
    • Handle: RePEc:nsu:apasro:351
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    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/350
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    Keywords

    Performance and impact evaluation; marketing; nonprofit organizations;
    All these keywords.

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