The Internal market for non-profits : considerations for marketing, recruitment and motivations of non-profit executive employees

This paper reviews the potentially different motivations for choosing to work in the non-profit sector and highlights the importance of understanding these motivations with regard to the recruitment and employee motivation efforts of NPOs. It reviews some specific issues identified by employees of non-profits and includes 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 organisations’ communication, efforts for recruitment and their internal marketing and relationship management, and offers some suggestions for ways in which such activities might be enhanced.