Evaluation of Direct Marketing Application in Non-profit Services Organizations (Case Study: Karaj s Art Organizations)

In the present competitive world of today, marketing people are looking for customers. One of the important communication means in business is promotion wich one of the tools is direct marketing. As science and technology progressed, direct marketing has extend more. As using direct marketing methods are cammon is developed countries, and they are also used in service organizations and nonprofit institutions, in this research the use of these means in non-profit servise organizations is analyzed.This research is based on practical and mensurable methods and it is limited to istatistic population of art organizations in Karaj in 2009. More over a number of software including SPSS Statistics 17, LISREL 8.54, SPLS M3 are used for analyzing the data. The data is gathered and proccesed via questionaries and the results are as following: The bigger the size of an art organizations is, the higher the degree of marketing effort will be; but it has no effect on formalization of the organization. The formalization of an art organization has no effect an external integration; however, it is directly related to managerial self confidence, marketing effort, and direct marketing implementation. The higher the managerial self confidence is, the better the direct marketing implementation will be. There are no relation between marketing effort and direct marketing implementation and seson ticket subscription; however, marketing effort causes the increase of sales performance and fundrising performance.