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Prior, these non-profits had been backed up and supported by state funding and they did not need to panic too much for security of revenues to keep their voluntarism for public good but as two or more decades has passed away, since 1980s, the environment for these non-profits has been rationally changed. The global economic changes and ever-increasing demand of public welfare from those NPOs have compelled this sector to adopt certain ways to sustain themselves on their own. This change has also exposed NPOs to greater financial uncertainty due to insufficient government funding and increasing expectations from society for public welfare. (Helmut, 2000; 7)

Now the time has come to focus on all of these financial issues for non-profit sector. While their responsibilities have been puffed up in the face of expanding demand for help and voluntarism now-a-days, non-profits are in dire need to devise strategies to get to their target donors in order to fulfil their mission. A key factor in the whole process of reaching their donors is Marketing which is a tool normally associated with business enterprises. For instance, a simple dictionary definition of marketing shows: “the business of moving goods from the producer to the consumer”. Here goods can be taken as goods or services. The chartered Institute of Marketing UK define marketing as: “The management process responsible for identifying, anticipating and satisfying customer requirements profitably”. (Smith, 1993; 1)

So many questions and vague understanding have jumped out of the bush which make confusion about the two should-be different kind of sectors. American Marketing Association considered a need to amend definition they took profit out, possibly because it excluded a large number of professionals practising marketing on a large scale for non-profit organisations. UK perhaps favoured efficiently instead profitably or in a way that meets the organisations goals (Smith, 1993; 1-2). Keeping in view the above mentioned concepts and assumptions about for-profit organisations and non-profit organisations this thesis discusses the structural commonalities and differences between them and gradually narrows down the discussion to a key area of marketing communications.

1.3 IMC a preferred concept:

The Integrated Marketing Communications (IMC) concept first came forward in the 1980s and developed relatively slowly into the middle of the next decade. Smith et al. (1997) made an attempt to look at IMC from a strategic as well as a functioning perspective. Various descriptions of the term integrated include coordinated, holistic, embedded and combined. Basically, much of the underneath discussion focuses on the range of issues and whichever term is used, success is measured in terms of how effective they have been dealt with in producing measured results. The shift on emphasis from promoting to a target audience to communicating with the audience has been advocated by Hughes (1998). This has become increasingly prevalent with advances in database and media technologies. The two-way nature of communication is now in advance, even for those fast moving consumer goods (fmcg) brands with millions of globally base本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。