The attitude of donors within associations towards marketing techniques

Abstract

In a world known for increased and even fierce competition, and an environment characterized by permanent change. Associations are obliged to borrow conventional marketing techniques and adopt a marketing approach in order to be competitive. Associations play a key role in the economic and social development of the country, they are required to take into account their specificities of mutual aid, solidarity and equity within their marketing approach. Despite their social character, associations require funds to guarantee both their development and the achievement of the objectives of their members. In order to obtain funding, associations often turn to financial backers, whether public or private, but to make marketing efforts are necessary in order to convince these donors. This work aims to show the attitude of financial backers towards marketing practices within Oriental associations through an empirical study on a sample of the Moroccan Oriental region. A marketing approach is essential in order to establish a specific brand image and ensure the sustainability and profitability of their activity. Therefore, the following question arises: What would be the attitude of donors towards the marketing techniques practiced by the associations of the Moroccan Oriental? Our sample is made up of 40 associations. We were able to verify our hypotheses through the Khi2 test. Our first hypothesis is validated while the second hypothesis is corroborated.

 Key words: Attitude- Marketing -Associations-Donors.

JEL Classification: L30; O35

Paper type: Empirical research