COMMUNICATING MARKETING PRIORITIES IN THE NOT-FOR-PROFIT SECTOR: A CONTENT ANALYSIS OF AUSTRALIAN STATE-MUSEUMS’ ANNUAL REPORTS

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Abstract

This paper analyses the marketing priorities evident in the annual reports of Australia’s six not-for-profit state-museums (who represent the largest and most influential not-for-profit heritage organisations in the country). The study provides insight into the marketing communication priorities in leading not-for-profit heritage organisations, and offers a finer-grained understanding of what is required for such organisations to effectively manage such priorities. Based on a content analysis of the annual reports, the paper proposes a Marketing Priorities Model for Not-for-Profit Organisations more generally. The Model reflects two important findings: firstly, that the communication of marketing strategies has emerged to play a central role in the annual reporting of the leading not-for-profit organisations in Australia; secondly, that there are several key facets of the organisation’s marketing strategies that must be communicated to internal and external stakeholder groups. The Model consequently provides a framework for not-for-profit organisations to adopt in order for them to effectively identify and communicate marketing practices to salient stakeholder groups.

Keywords: Not-for-profit, State-museums, Marketing, Annual Reports

How to cite this paper: Wickham, M., Lehman, K., & French, L. (2015). Communicating marketing priorities in the not-for-profit sector: A content analysis of Australian state-museums’ annual reports. Corporate Ownership & Control, 12(2-2), 318-328. https://doi.org/10.22495/cocv12i2c2p6