The Effect of Marketing Efforts on Corporate Reputation in Nonprofit Sector of Pakistan: A Case of Universal Human Aid

Abstract

This study has focused on the marketing efforts of Universal Human Aid, a non-governmental organization. The purpose of this study has been to review the marketing functions and strategy of the organization from the viewpoint of corporate reputation. The marketing literature has been reviewed pertaining to corporate reputation, corporate image and corporate identity management. A model from literature about identity management of organization has been used to improve the way marketing efforts of Universal Human Aid with the underlying purpose to influence stakeholders positively so that the reputation of Universal Human Aid can be improved upon. For this purpose corporate communication statements like vision statement, mission statement etc. are reviewed along with the communication channels employed by Universal Human Aid such as website, email, Facebook etc. and suggestions are given to improve the effectiveness of these channels through corporate identity management and content management.