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Assignment Task :
Consultancy Project Topic/ Title
Marketing management in nonprofit organizations: A qualitative study of challenges and success factors as described by communication managers in the Church of Sweden.
Project Description
The Church of Sweden (CoS) is the sixth largest advertiser in Sweden, with half a billion SEK spent on marketing annually (Svenska kyrkan, 2020a). Despite this, the stated knowledge about CoS and its operations is low amongst its members as well as the population in general, and membership rates are declining rapidly (Svenska kyrkan, 2020b).
The organization aims to strengthen its operational and strategic marketing ability (Svenska kyrkan, 2020a). Exploring the experiences of communication managers within the organization will help identify marketing management challenges and success factors, contribute to recommendations for improvement, and provide a basis for further research.
Background
CoS is the nation’s largest membership organization (Svenska kyrkan, 2020c). It has 5,8 million members, is nationwide and consists of 1360 congregations. They are subject to certain common rules but act as autonomous and financially independent organizations (Svenska kyrkan, 2020d; Svenska kyrkan, 1999) and are governed by elected church politicians, bishops, priests and deacons (Svenska kyrkan, 2020e). Main operations are to celebrate worship, conduct Christian teaching, practice diaconal duties and promote Christianity (Svenska kyrkan, 1999).
The number of members is in continuous decline which is heavily affecting revenue, threatening the organization’s ability to sustain its operations. The member percentage of the population in 2019 was 56,4 %, compared to 83,5 % twenty years earlier, and CoS membership fee revenues are decreasing accordingly (Svenska kyrkan, 2020c).
Aim and objectives
To answer the research question ‘What are communication managers’ experiences of marketing management in the Church of Sweden?’, with the objectives to identify challenges and success factors they perceive.
Methodology and Data Resources
Qualitative interviews with 10 communication managers within CoS. The researcher has confirmed access to the organization.
Data Collection Approach
Qualitative inductive approach, using semi-structured interviews for data collection with purposive sampling of communication managers within CoS.
Data Analysis Approach / Method
Analysis will be conducted using Braun & Clarke’s (2006) 6-step framework: familiarization with data; generating initial codes; searching for themes; reviewing themes; defining and naming themes; producing report.
Ethical Considerations: This should be consistent with your ethical approval application
Standard research methods in compliance with ethical guidelines.
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