出版社：Mediterranean Center of Social and Educational Research (MCSER)
摘要：Managers in many nonprofit organizations in the World have adopted a marketing approach. In nonprofit organizations, marketing tactics are used to build the organizations image and reputation in society and help the public remember the organization and its cause. Marketing tactics help differentiate one nonprofit from another nonprofit that is offering similar programs, and are used to attract and retain donors, clients, and volunteers. Advertising is one of the marketing tactics which is used from nonprofit organization to inform, persuade, and remind target publics (donator, clients, volunteers) about the organization and its offers. The aim of the paper is to study the situation of non-profit organizations in Albania, the impact of advertising to attract different donors, and to verify the hypothesis: "there is no correlation between advertising and fundraising.
