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


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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Background: Nahdet El Mahrousa

Established in 2003 by a group of young Egyptian professionals, NM sought out to promote a positive spirit amongst Egyptian youth, building their sense of ownership towards their country, to be able to positively impact Egypt’s “Cultural, economic and Social development” on the long run (See Figure 1), according to their official website. The NGO’s mission is “engaging and activating Egyptian young professionals in the development and public arenas and in shaping Egypt’s future”. Their vision is to create “a developed Egypt through the active participation and belonging of its young professionals.” NM's Board of Directors is composed of seven members with the task of ensuring that NM's operations conform with all regulatory rules and requirements; building managerial, financial and human resources' capacity for the organization; offering support to new incubated projects; and managing NM's communication with all external entities. Furthermore, NM is operating with the collaboration of several strategic partners such as British Petroleum (BP), El Sewedy Cables, LINKdotNET, Mobinil and Procter & Gamble (P&G). In addition, members of NM can further assist the organization by paying for membership, becoming a staff member or by volunteering to its operations.

Figure 1.

Growth rate of NGOs in Egypt during the past ten years. (According to Mr. Ihab Medhat, directing manager of the center of information and decision support of NGOs in Egypt)

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