The fact that they need to deliver more essential social services is accepted by most professionals working in nonprofit organisations. Yet, needing to become more competitive, increasingly ‘businesslike’ and to start creating partnerships with profit‐driven businesses may require a quantum leap to take place. This hard reality imposed by recent changes in government policy is challenging for many social service workers still coming to terms with a decade of turbulent and changing times. From origins of ‘she'll be right mate’ and a community‐held belief that it is the government's responsibility to finance all essential social services, today's nonprofits are increasingly fighting over smaller funding budgets and feeling the pinch as they have to implement business practices that will ultimately make them more accountable, profitable and attractive to prospective business partnerships. The purpose of this paper is, therefore, to present an option to larger Australian nonprofit organisations keen to move away from a dependency model of service delivery and open to exploring the possibility of implementing a marketing communications charter which includes the appointment of a business development manager. Copyright © 2003 Henry Stewart Publications
International Journal of Nonprofit & Voluntary Sector Marketing – Wiley
Published: Nov 1, 2003
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