'We are not a charity anymore' - For the benefit of society

Charities play a key role within society but are facing growing competition. Charities need to

change, not only to survive, but also to provide new services better suited to ever increasing

demands from clients. This paper case studies a struggling charity that transformed by

introducing market orientation, professionalism and businesslike practices. Via thematic

analysis of in-depth interviews of employees, it is identified how management successfully

introduced numerous marketing activities to increase revenue and provide a new, holistic

range of services enabling clients to take control of their lives. Examining an underresearched

area, the paper advances academic and practitioner knowledge regarding how

market orientation can be appropriately introduced into a charity and provide a win-win

situation – for the benefit of society.