Marketing and non-profit organizations

This bachelor thesis deals with non-profit organizations and their marketing activities. The terms used in the theoretical part are implicated to a particular non-profit organization called YFU. The theoretical part deals with such terms as non-profit sector or marketing in nonprofit organizations. In the practical part, the introductory chapter is devoted to the history and activities of NGO YFU. Moreover, the financial aspect of the organization is also mentioned. All of the subsequent chapters deal with the problem of marketing in this non-profit organization. On the basis of the theoretical knowledge gained in the first chapter a SWOT analysis and marketing mix analysis are constructed, with the most attention paid to the analysis of the current form of promotional activities in YFU. In this chapter research is also conducted in the form of a questionnaire survey. From this survey a potential solution for a future promotion of this organization is created. The aim of this bachelor thesis is to analyze the marketing strategy of the organization YFU and also, based on the results from the marketing research, to design the author's own solution of how to further promote this organization