In the current scenario there has been a significant rise witnessed in the non-profit sector. There are various objectives set forth by this sector. The common goal of all non-profit organizations is to enhance well-being of society. This study would focus on different dimensions related to non-profit marketing. It has been observed that marketing plays a critical role in organizational functions. This aspect holds significance both for profit as well as non-profit sector. Managers of non-profit firms are highly concerned regarding implementation of appropriate marketing strategies. Non-profit marketing tactics need to be aligned with developing organizational image in the market place. Reputation building is an important aspect of marketing and it helps public to remember aim of an organization. It has been witnessed that non-profit sector occupies approximately 9.5% of the civil society. Non-profit marketing is an innovative way to reach out to audience and spread a social message across the globe. There are different dimensions associated with non-profit marketing like planning of objectives, deciding on communication channels, positioning and finally attracting suitable resources. Non-profit sector holds a great deal of significance in modern society since they provide extended services in those fields which might not be exhibited by business sector. Marketing orientation of non-profit sector is coordinated in a systematic fashion. It is all about setting organizational goals, accomplishing set objectives and communicating message to specific group of interests. In this study social marketing strategy of a charitable organization will be highlighted. The study will be centred towards a charitable organization known as NSPCC. Marketing plan of NSPCC is incorporated in this study in order to reflect upon non-profit marketing.
Social marketing strategies have been