Degree Name
Master of Science
Department or Program
Mass Communication and Media Arts
Advisor
Iyer, Narayanan
Abstract
This study is about the promotional efforts of nonprofit agencies in the Southern Illinois region. Nonprofits have to cater to three target audiences which are clientele, donors and volunteers. An in depth interview was conducted with key personnel at six different rural non-profit organizations about their marketing strategies and how they allocate funding for promotion. Based on the results, most effective form of promotion proved to be grassroots efforts and the most popular source of capital came from government funding. This study concludes that agencies should use their promotional efforts to attract volunteers and donors. The study recommends that in order to further their marketing efforts, non-profit organizations should employ more nontraditional methods that are low in cost and effectively communicate the agencies goals.