Not-for-profit organizations include all organizations without share capital that are tax-exempt, including registered charities, business and trade associations, professional memberships, and special and common interest groups such as clubs.

Not-for-profits have a unique relationship with marketing. In addition to revenue generation, non-profits also place an important emphasis on marketing their mission, raising awareness and providing education and service to the public and/or stakeholder groups.

Not-for-profits organizations leverage similar tactics as for-profits, in order to fundraise effectively (i.e. boost the number of donors and donations) and/or increase membership.

View Related Publications

CMA White Papers/Reports

Online Privacy: Where Beliefs and Practices Collide

Online Privacy: Where Beliefs and Practices Collide
Consumers are conflicted about the kinds of ads and offers they might want to receive when online. On the one hand, there is concern about their personal identities being exploited, on the other, there is an appreciation of special offers from brands ...more

CMA Podcast

Attracting Millennials to your non-profit cause.
In-conversation with Robert Barnard

Robert Barnard, CEO of Decode (an organization dedicated to helping companies better engage with Gen Y), outlines the benefits of offering millennials a seat at your strategic planning table. Includes examples of how NFPs are changing their media mix to better communicate with this segment.

CMA Publication

Canadian Marketing Association Marketing Facts - 2014 Edition

CMA Marketing Facts - 2014 Edition
Marketing Facts 2014 is the latest edition of the annual publication, released in December 2013. It includes updated statistics and information from over 40 respected and well-known sources. Excerpts and portions from a number of studies not widely available are included ...more