Evaluating the effectiveness of using integrated marketing communication in charitable societies and institutions

There are many marketing entrances that different organizations rely on to reach the masses, to deliver their message and persuade them. So, thinking about studying the Integrated Marketing Communication (IMC) approach was an important marketing entry for these organizations, in light of the development of marketing means, especially in light of the economic conditions that Egypt witnessed in The past few years.
This has led to the emergence of questions related to the effectiveness of using this approach in the non-profit field, which calls for its study and determination of its effectiveness as a marketing tool that contributes to conveying the message of these charitable societies and institutions to the public on the one hand, and the extent of trust in these charitable societies and institutions on the other hand. Especially, as it requires allocating budgets for the multiplicity of its marketing methods aimed at reaching broad audiences, which makes there is a need for a sound marketing plan in order for it to be used in these organizations in a well-planned and thoughtful manner. Especially within the framework of their own resources, which is the focus of the Current study.
The research problem focused on the extent to which charitable societies and institutions in Egypt rely on the use of various integrated marketing communication strategies in communicating with the masses, relying on various marketing means. And the extent to which those strategies are reflected in effectively communicating the message of charitable societies and institutions, to achieve credibility and confidence in them, and then he paid the public to donate to her.