IDEAS home Printed from https://ideas.repec.org/a/sae/fbbsrw/v13y2024i3p331-339.html
   My bibliography  Save this article

Nonprofits’ Marketing Challenges and Opportunities After the COVID-19 Era

Author

Listed:
  • Pranav Kumar
  • Shahira Abdalla
  • Usha Seshadri
  • Mohit Vij

Abstract

We aim to highlight the challenges for nonprofits marketing considering the economic slowdown and service failure due the COVID-19 pandemic. This conceptual study addresses how the lack of understanding of digital technologies among nonprofit organizations (NPOs) has further aggravated the situation, raising concerns about their survival. At the same time, the crisis always provides an opportunity to innovate, and the same is debated in this article. The NPOs that have shown reluctance towards digital technologies upgraded themselves to utilize such technologies for their survival. Further, they have the opportunity to rework their organizational model to attract funds for restoring their operations in the post-pandemic era. But the NPOs have a complex environment as they have two different sets of market segments to cater to—donors and clients. The significance of the article is that it provides marketing strategies for NPOs to advertise their past work to attract donors or funders, thereby ensuring financial viability along with social commitments towards society.

Suggested Citation

  • Pranav Kumar & Shahira Abdalla & Usha Seshadri & Mohit Vij, 2024. "Nonprofits’ Marketing Challenges and Opportunities After the COVID-19 Era," FIIB Business Review, , vol. 13(3), pages 331-339, May.
    • Handle: RePEc:sae:fbbsrw:v:13:y:2024:i:3:p:331-339
    DOI: 10.1177/23197145221125339
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/23197145221125339
    Download Restriction: no
    File URL: https://libkey.io/10.1177/23197145221125339?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Mair, Johanna & Marti, Ignasi, 2009. "Entrepreneurship in and around institutional voids: A case study from Bangladesh," Journal of Business Venturing, Elsevier, vol. 24(5), pages 419-435, September.
    2. John Hulland, 2020. "Conceptual review papers: revisiting existing research to develop and refine theory," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 27-35, June.
    3. Paweł Mikołajczak & Joanna Schmidt & Robert Skikiewicz, 2022. "The COVID-19 pandemic consequences to the activity of NGOs," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(3), pages 330-349, March.
    4. Elina Jaakkola, 2020. "Designing conceptual articles: four approaches," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 18-26, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Paolo Franco, 2023. "Older consumers and technology: A critical systematic literature review," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 92-121, June.
    2. Lena V. Bjørlo, 2024. "Freedom from interference: Decisional privacy as a dimension of consumer privacy online," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 12-36, June.
    3. Razmdoost, Kamran & Alinaghian, Leila & Chandler, Jennifer D. & Mele, Cristina, 2023. "Service ecosystem boundary and boundary work," Journal of Business Research, Elsevier, vol. 156(C).
    4. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    5. Bishnuprasad Mohapatra, 2025. "Honey Adulteration and Corporate Irresponsibility in India: Visualizing Corporate Sustainability," FIIB Business Review, , vol. 14(1), pages 12-20, January.
    6. Kishore Thomas John & Rejikumar G. & Jojo Joy Nirappathu & Ajith Kumar Kamala Raghavan, 2024. "Competitive Asymmetry Among B-schools Based on Graduate Outcome and Institute Financial Performance: The Need for Academic Parity," South Asian Survey, , vol. 31(1), pages 25-62, March.
    7. Helen M. Haugh & Alka Talwar, 2016. "Linking Social Entrepreneurship and Social Change: The Mediating Role of Empowerment," Journal of Business Ethics, Springer, vol. 133(4), pages 643-658, February.
    8. Deerfield, Amanda & Elert, Niklas, 2022. "Entrepreneurship and Regulatory Voids: The Case of Ridesharing," Working Paper Series 1426, Research Institute of Industrial Economics.
    9. Zelong Wei & Hao Shen & Kevin Zheng Zhou & Julie Juan Li, 2017. "How Does Environmental Corporate Social Responsibility Matter in a Dysfunctional Institutional Environment? Evidence from China," Journal of Business Ethics, Springer, vol. 140(2), pages 209-223, January.
    10. Andrews, Matt & Pritchett, Lant & Woolcock, Michael, 2013. "Escaping Capability Traps Through Problem Driven Iterative Adaptation (PDIA)," World Development, Elsevier, vol. 51(C), pages 234-244.
    11. Lavlu Mozumdar & Geoffrey Hagelaar & Valentina C. Materia & S. W. F. Omta & Mohammad Amirul Islam & Gerben Velde, 2019. "Embeddedness or Over-Embeddedness? Women Entrepreneurs’ Networks and Their Influence on Business Performance," The European Journal of Development Research, Palgrave Macmillan;European Association of Development Research and Training Institutes (EADI), vol. 31(5), pages 1449-1469, December.
    12. Keim, Jan & Müller, Susan & Dey, Pascal, 2024. "Whatever the problem, entrepreneurship is the solution! Confronting the panacea myth of entrepreneurship with structural injustice," Journal of Business Venturing Insights, Elsevier, vol. 21(C).
    13. Karin Brondino-Pompeo, 2021. "Mapping spheres of exchange: a multidimensional approach to commoditization and singularization," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 81-95, June.
    14. Feng Zhang & Haina Zhang & Geoffrey G. Bell, 2021. "Corporate religiosity and individual decision on conducting entrepreneurial activity: The contingent effects of institutional environments in China," Asia Pacific Journal of Management, Springer, vol. 38(3), pages 955-978, September.
    15. Julia Maria Wittmayer & Tessa de Geus & Bonno Pel & F. Avelino & Sabine Hielscher & Thomas Hoppe & Marie Susan Mühlemeier & Agata Stasik & Sem Oxenaar & Karoline K.S. Rogge & Vivian Visser & Esther Ma, 2020. "Beyond instrumentalism: Broadening the understanding of social innovation in socio-technical energy systems," ULB Institutional Repository 2013/312323, ULB -- Universite Libre de Bruxelles.
    16. repec:unu:wpaper:wp2012-64 is not listed on IDEAS
    17. Daniar Siahaan & Sri Iswati & Amal Fathullah Zarkasyi, 2019. "Social Enterprise: The Alternatives Financial Support For Educational Institusion," International Journal of Economics and Financial Issues, Econjournals, vol. 9(3), pages 1-11.
    18. John Mamokhere, 2022. "Accountability, inclusivity, effectiveness, and leaving no one behind: An exploration of effective governance principles in ensuring clean water and sanitation in South African municipalities," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(10), pages 191-205, December.
    19. Preuss, Lutz & Vazquez-Brust, Diego & Yakovleva, Natalia & Foroughi, Hamid & Mutti, Diana, 2022. "When social movements close institutional voids: Triggers, processes, and consequences for multinational enterprises," Journal of World Business, Elsevier, vol. 57(1).
    20. Dorado, Silvia & Ventresca, Marc J., 2013. "Crescive entrepreneurship in complex social problems: Institutional conditions for entrepreneurial engagement," Journal of Business Venturing, Elsevier, vol. 28(1), pages 69-82.
    21. Silvestre, Bruno S., 2015. "Sustainable supply chain management in emerging economies: Environmental turbulence, institutional voids and sustainability trajectories," International Journal of Production Economics, Elsevier, vol. 167(C), pages 156-169.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:fbbsrw:v:13:y:2024:i:3:p:331-339. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.