Constituent Analysis: A Paradigm for Marketing Effectiveness in the Not‐for‐profit Organisation Available to Purchase

Not‐for‐profit organisations have a much more complicated and less formal relationship with the various constituent groups they serve than do for‐profit organisations. As a result, the not‐for‐profit organisation must carefully analyse the needs and requirements of each of its constituent groups and develop individual strategies for responding to those needs. A paradigm for that analysis is proposed in this article.