Marketing careers in NPOs : a case of charity or challenge?

In recent years there has been significant growth in the volume of literature exploring why people engage in giving behaviour, both in terms of their time as volunteers and their financial donations. Some of this literature has noted a clear deficiency in the research with regard to the individuals who choose to engage in paid work within the not for profit sector. A small body of research is emerging which explores internal marketing of non profits and reviews the motivations of those people who forego the commercial sector and instead choose to pursue careers with not for profits. This paper reviews some specific motivations compelling employees of nonprofits to devote their time and energy to the cause, including implications of a proposed relationship with the concept of self efficacy. It also highlights some of the challenges the sector has faced in terms of their increasing role as employers, particularly in terms of their communication efforts for recruitment and their internal marketing and relationship management, with some implications for ways in which such activities might be enhanced.