Non-profit (NP) organizations present
complex challenges in managing stakeholder relationships, particularly during times of environmental change.
This places a premium on knowing which stakeholders
really matter if an effective relationship marketing strategy
is to be developed. This article presents the successful
application of a model, which combines Mitchell’s theory
of stakeholder saliency and Coviello’s framework of
contemporary marketing practices in a leading NP organization in the U.K. A cooperative enquiry approach is
used to explore stakeholder relationships, dominant
marketing practices, and to surface differing perceptions
about the organization’s marketing strategy. Resolving
these differences sets the scene for developing choices in
marketing strategy for the future.