Marketing as a management tool for environmental Non-Governmental Organizations in Venezuela

Abstract

The main purpose of this Ph.D. Thesis is related on knowing about real importance of marketing in management of environmental Non-Governmental Organizations (NGOs) in Venezuela, then aiming an improvement proposal.

From a theoretical perspective, marketing concepts, approaches, models, methods and techniques are considered when applied in NGOs. A special emphasis is made on social and services marketing, as they both suit better the requirements of these organizations, and a review on the literature about marketing in organizations, and specifically in NGOs is also included. Thus an adequate environment for the research is provided.

On the other hand, from an empirical view, current work relates to applied research, as obtained results could be directly applied by environmental NGOs if desired.

A first section is focused on characteristics of NGOs either at worldwide or local level. The importance of their activities in modern societies is emphasized, as a complement to those by public bodies and businesses. The growing interest on considering environmental issues by NGOs is also highlighted, due to the also growing interest on the fast wear of natural resources, the hazards of pollution exposure, and risks from an inadequate planning of development. This situation has been reflected in founding NGOs specifically devoted to environmental preservation.

Such organizations are conscious about the necessity of management schemes aiming efficiency, efficacy and effectiveness of their performance, according to their specificities. NGOs are not so focused on financial income but on the achievement of their intended goals and service provision to a number of individuals, from an internal and an external perspective.

As NGOs are not as businesses, and it could be strange to consider a range of management tools —as marketing— that are much more usual in big firms, these organizations have become to use them in their day-to-day activities. However, the very specific characteristics of environmental NGOs determine a different marketing management that in case of, e.g., businesses and development NGOs.

At this point, it is suggested a theoretical proposal on marketing application in environmental NGOs, taking in mind that they are mostly devoted to preservation of a concrete natural resource or a whole ecosystem. They can make use of nonprofit marketing at first instance, as their main purpose is not related to obtaining a return on investment for their members, but to providing funds to be applied in future projects.

Then, social marketing and the new specialization proposal on socio-environmental marketing become fundamental for environmental NGOs success. The change in attitudes and behaviours that is associated to environmental issues should be faced from a marketing view, favouring the preservation of natural resources and the improvement of environmental quality. On the other hand, environmental NGOs could use services marketing in order to get their offer known, thus obtaining additional funds to be applied. Finally, a cautious use of cause related marketing should allow a linkage between a NGO and the image of concrete businesses, also providing additional funding for projects.

The Ph.D. also includes an empirical section with a detailed exposure of the research methodology: sampling and decision on tools for data collection and analysis. To be precise, a random sample of 81 environmental NGOs was considered. These organizations were registered in the 2003 data base of the Directorate on Coordination with Organized Civil Society¹, of the Venezuelan Ministry on Environment and Natural Resources². Managers and operative members of sample organizations were asked to answer a structured questionnaire in July-August, 2005. This questionnaire was made according to previously determined variables.

Obtained results suggested that most environmental NGOs managers in Venezuela are not conscious of their use of some marketing tools in their activities. Then, a proposal was made for these organizations to internalize the importance of incorporating all available marketing tools that suit their objectives. As a consequence, an improvement in performance results is expected, as well as a better contribution to environmental preservation and so to improvement of the quality of life for the whole society.