Investigation into whether social marketing can help environmental campaigning NGOs improve their effectiveness
NGOs have long been involved in influencing Government environmental policy.Now more than ever resources are scarce and organisations must get the most they can from those they have available. Social marketing has been used successfully in the public health sphere to promote behaviour-change, and ke...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2011
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| Online Access: | https://eprints.nottingham.ac.uk/24639/ |
| Summary: | NGOs have long been involved in influencing Government environmental policy.Now more than ever resources are scarce and organisations must get the most they can from those they have available. Social marketing has been used successfully in the public health sphere to promote behaviour-change, and key authors have speculated that it might be used to help improve the effectiveness of policy-change campaigning. This
research aims to investigate whether a small number of environmental NGOs are using social marketing methods in their campaigning and whether it might be helpful to them.
It finds that they are not using such methods at the moment, although some elements of the social marketing framework are present. Their current campaigning methods appear to be effective. Although they might improve effectiveness by adopting the approach more fully, most organisations are happy with their performance and it is unlikely they would make substantial changes to their methods unless their 'tried and tested' approaches fail them. |
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