Abstract

Competition for funding has prompted nonprofit Organizations (NPOs) to adopt marketing and other business-oriented practices to survive. Although certain NPOs have begun to implement marketing strategies, long-term sustainability continues to be a problem. This paper explores the degree to which NPOs in the healthcare industry
use marketing strategies to attain sustainability. The data collection and analysis were carried out qualitatively. Data gathering methods included a literature study, in-depth interviews, and focus group discussions. Thematic and content analysis were used to analyze the data. According to the findings, nonprofits cannot successfully implement marketing strategies and business methods due to a lack of marketing
know-how, expertise, and donor funding. This paper may benefit NPOs, donors, and stakeholders who support the operations of NPOs. Nonprofit organizations will, for instance, have a better understanding of the significant and positive impact marketing strategies have on their organizations’ growth and sustainability. Furthermore, the paper recommends measures that NPOs can take to address the limiting factors and improve sustainability. The article ends by outlining further research options that will assist other academics engaged in this field.