Marknadsföring av en god sak : Marknadsföringens karaktär inom insamlingsbranschen

Sammanfattning: This study will focus on the fund raising market and what characteristics that can be found in marketing in this market. The donations to fund raising organizations has increased lately and therefore we found it interesting to study how their marketing has developed over time and what risks that can be found. When talking about marketing in fund raising organizations it’s difficult to not include the donors. Therefore have we also studied what value creates for the donors and how the organizations work to gain their trust. We have used a qualitative approach based on six interviews. The respondents have been chosen after their expertise in the subject. Because of the qualitative approach used in this essay, it’s difficult to give a complete picture regarding the last two chapters, analysis and conclusions. Therefore, we recommend these two chapters for further reading. Fund raising organization, marketing, market communication, value creation, brand and positioning.