Abstract
M.A.
Nonprofit organisations are facing a crisis of survival. The changing face of funding through the implementation of financial reform measures on government funding, new expectations from donors, decline in regular private donations and new forms of competition have all contributed to the financial constraints facing the Organisation under study. In addition, the emphasis on transforming services to embrace the developmental, strengths based approach, as well as the growing demand for services from the users themselves have called for the Organisation to reposition itself if it wants to not only survive but to succeed as well. This study focused on the Boksburg Child Welfare Society and was based on a need to develop an intervention tool that will enable the Organisation to address these changes in a creative and innovative manner. Thomas (in Grinne1,1981:591) calls for a new methodology, one where new energies can be directed to the changing tasks and methods of Social Work. Within a changing environment, a strategy in nonprofit marketing is the tool that will provide organisations with the impetus to not only work creatively but to think differently…