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EFFECTS OF CAUSE RELATED MARKETING IN FUND RAISING AMONG NGOS IN KENYA: A CASE STUDY OF AFRICAN MEDICAL & RESEARCH FOUNDATION (AMREF)


Mary W. Kiragu

Master of Business Administration, Jomo Kenyatta University of Agriculture and Technology

Prof. Judith Njue

Lecturer, Kenya Methodist University


ABSTRACT

In Kenya CRM has not been fully implemented as an optional marketing strategy. However, short term promotional programmes are rolled out, (Ayopo, et al., 2010). AMREF is an international African organization with its headquarters in Nairobi, Kenya. The vision for AMREF is to promote lasting health change in Africa. According to Sharpe (1999), donors typically give because they relate to an organization’s mission and the people who accomplish that mission. The work of NGOs which contribute a significant percentage of the civil services in Kenya is critical to meeting the development needs of the country. However, the ever increasing number of NGO and other charity organizations has intensified competition for funds from the developed world donors. The study sought to establish the effects of cause related marketing in fund raising among NGOs in Kenya with special reference African Medical & Research Foundation (AMREF). To answer the research questions of this study, the case study research design was applied. Case studies are conducted in case of descriptive research studies. This study established that cause related marketing is a fundamental strategy applied by AMREF in its fundraising to finance its different activities. The study further showed that majority of departments in the organization applied cause related marketing and this was indicated by a 82% response level.  It was also established that the organization required a lot of money to finance its projects. The study showed evidence that there is a positive relationship between the level of funding of AMREF and Awareness, image, networks and partners.  However the extent to which these variables affect the level of funding vary.


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