Evaluating marketing strategies and impact of educational social responsibility projects: A case study of TEGV

This study sought to investigate the marketing strategies employed by nonprofit organizations (NPOs), specifically focusing on their application in promoting educational social responsibility projects. The research utilized the Turkish Education Volunteers Foundation (TEGV) as a case study, diving deep into their strategies and examining the impact on their target demographic – children and young individuals – and the organization itself. The research employed a qualitative method, gathering data through semistructured interviews with TEGV employees and beneficiaries. It aimed to identify successful marketing strategies, assess their influence on project enrollment and participation rates, and understand their contribution to the organization's mission. Furthermore, this study explored the perspectives of young beneficiaries, investigating their awareness and involvement in these projects, the perceived benefits, changes in attitude, challenges faced, and the impact of the NGO's messaging on them. The study revealed that diverse, tailored marketing strategies were crucial for promoting educational social responsibility projects, driving enrollment, and ensuring participant engagement. It was further discovered that these projects significantly influenced the participants, fostering positive changes in their attitudes toward education and community roles. While there were disparities between the perspectives of TEGV employees and young beneficiaries, the research findings underscore the transformative potential of well-marketed educational social responsibility projects. The study concludes with pedagogical implications and recommendations for future research, thus extending the scope for further exploration in this dynamic field. Keywords: NGOs, Marketing Strategies, Education