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Free Content Using the production of welfare framework to measure the success of a short-term marketing campaign: a case study

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This paper presents a case study of a small non-profit organisation in the United States and how it employed the production of welfare (POW) framework to assess the success of a short-term marketing campaign. The paper offers a brief introduction to the challenges of measuring marketing in the voluntary sector and an introduction to the production of welfare concept, and then analyses the case according to the POW framework. Viewed from the POW perspective, the short-term marketing campaign was a success even though it raised less money for the organisation in 2016 than in 2015 because it was more efficient and more effective and it increased participation by the community. We conclude by arguing that other non-profit organisations should consider adopting the POW framework for their own assessment and reporting efforts.
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Document Type: Regular Paper

Affiliations: 1: Email: [email protected] 2: Email: [email protected]

Publication date: November 2018

This article was made available online on August 10, 2018 as a Fast Track article with title: "Using the production of welfare framework to measure the success of a short-term marketing campaign: a case study".

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  • Voluntary Sector Review publishes high-quality, peer-reviewed, accessible papers on third sector research, policy and practice. It is an invaluable cutting-edge resource for all those researching or working in the fast-growing voluntary, community and wider third sectors.

    The journal covers the full range of issues relevant to voluntary sector studies, including: definitional and theoretical debates; management and organisational development; financial and human resources; philanthropy; volunteering and employment; regulation and charity law; service delivery; civic engagement; industry and sub-sector dimensions; relations with other sectors; social enterprise; evaluation and impact. Voluntary Sector Review covers voluntary sector studies from a variety of disciplines, including sociology, social policy, politics, psychology, economics, business studies, social anthropology, philosophy and ethics. The journal includes work from the UK and Europe, and beyond, where cross-national comparisons are illuminating. With dedicated expert policy and practice sections, Voluntary Sector Review also provides an essential forum for the exchange of ideas and new thinking.

    Rigorous and stimulating, Voluntary Sector Review is an indispensable tool for everyone who values empirically-grounded, theoretically-informed and policy-relevant reviews of the future direction of the voluntary sector.

    Editors: Nick Acheson (Trinity College, University of Dublin, Ireland), Bernard Harris (University of Strathclyde, UK), Rob Macmillan, (University of Birmingham, UK)

    The journal is published in association with the Voluntary Sector Studies Network (VSSN) and a print copy of the journal is a membership benefit.

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