美国非盈利组织对整合营销传播的运用.doc

毕业论文（设计）外文翻译 一、外文原文 The Use of Integrated Marketing Communications by U.S. Non-profit Organizations 原文： Introduction and Review of Literature There are approximately 1.4 million non-profit organizations in the United States (The Urban Institute, 2006). The non-profit sector currently accounts for 5.2% of gross domestic product in the United States, reporting $1.4 trillion dollars in revenue and $1.3 trillion dollars in assets and employing 9 percent of the country’s workforce (The Urban Institute, 2006). The non-profit sector is extremely competitive, and organizations are constantly working to attract donors, volunteers, employees, grant funding, and media attention. To gain an advantage, many non-profit organizations have adopted philosophies and strategies once commonly associated with for-profit corporations, Popular marketing concepts, such as market segmentation, market orientation, database marketing, and branding, have been successfully applied to the non-profit sector (Ewing Napoli, 2005; Venable, Rose, Bush, Gilbert, 2005). Integrated marketing communications (IMC), described as the integration of advertising, public relations, direct marketing, and sales promotion into a comprehensive plan (Caywood, 1997), has also emerged as a valuable approach for non-profit organizations. Non-profits adopting this strategy focus on building relationships with supporters and utilize communication tactics like donor appreciation, face-to-face communication, and recurring newsletters. Integrated Marketing Communications as a Relationship-Building Strategy Non-profit organizations benefit from creating long-term relationships with supporters (Weir Hibbert, 2000). It has been demonstrated that a new donor does not become profitable in terms of net income to a non-profit organization for 12-18 months (Gaffney, 1996). Therefore to make its investment in recruiting a new donor worthwhile, an organization needs to extend the relationship for longer than 18 months. For m