Abstract

This working paper outlines a research project into Integrated Marketing Communications (IMC) and its perceptions, acceptance and usage in the not for profit sector. There has been much discussion on IMC in terms of its definition, constructs, diffusion and theoretical foundation. Much of this research however focuses on for profit organisations, using quantitative research methodologies. There have been calls for studies in different contexts (Eagle, Kitchen and Bulmer 2007, Reid 2005). This study builds on earlier research by the authors and involves qualitative research in not for profit case study organisations.

The objectives for this research are:

1. To undertake case study analysis with not for profit organisations to explore adoption, and evidence of IMC in: management decision making; organisational processes; organisational approaches to communicating with key stakeholders
2. To draw initial conclusions on the perceptions, acceptance and usage of IMC in relation to the practice of not for profit organisations