The Potential of Marketing Information Systems in Charitable Organisations

This article begins by examining the nature of marketing as applicable to charitable organisations. It goes on to discuss how charitable organisations are extending their use of marketing practices. A survey of market research agencies is presented, which indicates the extent to which charitable organisations seek professional support for marketing decisions, and the main types of problem for which help is sought. The final contention is that even with extensive constraints on the operations of charitable organisations, there is great potential to improve marketing performance by the development of an appropriate marketing information system.