Samenvatting

Over the past decade, the nonprofit sector has seen drastic
changes in regard to the way it attracts resources; government
subsidies have decreased substantially and nonprofit
organizations report ever fewer donations - leaving them in
search of additional sources of revenue. As a result, many
nonprofit organizations turn to the private markets to sell their
products and services in order to achieve financial viability. This
study examines the changes that commercial nonprofits have
to adapt to; it focuses on nonprofit marketing, whether or not
nonprofit organizations must engage in marketing activity and
adjust to conditions similar to the private sector. Against the
backdrop of this issue, the key business theory of the
marketing concept will be tested on its applicability to the
nonprofit sector. The conclusions drawn will then be applied to
provide recommendations to a design association operating in
the nonprofit sector.