Social Marketing in Egypt: A Case Study on the Use of Marketing by “Nahdet El Mahrousa” NGO

Social Marketing in Egypt: A Case Study on the Use of Marketing by “Nahdet El Mahrousa” NGO

Mohamed Ads (Danette, Egypt) and Ahmed Tolba (American University in Cairo, Egypt)
DOI: 10.4018/978-1-60960-583-4.ch014
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Abstract

The following case focuses on the concept of social marketing in Egypt and how it is applied at the charity and development-focused non-governmental organization (NGO) Nahdet El Mahrousa (NM). This is one of the recently established NGOs; it has initiated a creative model, whereby individuals and institutions are encouraged to seek their support in starting a local developmental initiative. One of the projects that NM is proud to support is the “Young Innovators Awards” (YIA) program, which was launched in 2004. It could be considered one of the success stories of social marketing. However, after several successful years, the program turned into a dilemma for its managing team, when its main source of funding was not available anymore. They were faced with the challenge of finding alternative sources of financial support in a limited amount of time to evade the drawbacks of stopping the program all together.

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