Delineating Non-Profit Organisations: Strategic, Managerial and Marketing Advancements

The purpose of this study is to explore the evolving nature of Non-Profit Organisations (NPOs), focusing on their strategic, managerial, and marketing advancements. The objective is to examine how NPOs have transitioned into key players in public service delivery while interacting, liaising and collaborating with a wide range of stakeholder-groups. The chapter draw on the findings of a Critical Literature Review to delineate the importance of strategic management, business models, and engagement strategies for NPOs. Also, the analysis contributes to the development of a conceptual framework, illustrating the association of the different theoretical concepts in enhancing NPOs’ resilience and sustainability amidst challenges and critical events. The model illustrates the journey of NPOs from conventional service delivery to embracing innovative strategies for sustainability. It highlights the adoption of Business Models (BMs) by NPOs, into Business Model Innovation (BMI) while striving to adjust to technological advancements and changing demands. Also, Service-Dominant Logic (SDL) emphasises the role of customers in value creation, with Customer Engagement (CE) being crucial for investigating their behaviours. At this point, Social Media (SM) emerge as a practical tool for NPOs to reach wider audiences, that provides efficient brand management strategies when employed. By implementing these strategies effectively, NPOs can address existential challenges and enhance organisational resilience and sustainability.