Marketing for Non-profit Organisations

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Project Report from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 8, 5, Fontys University of Applied Sciences Venlo, language: English, abstract: Today, WDR broadcasts five own radio stations (1LIVE, WDR 2, WDR 3, WDR 4 WDR 5 with Funkhaus Europa) and three radio stations (WDR2 Klassik, 1Live diggi, 1Live Kunst and the traffic channel VERA), which were founded in cooperation with the Digital Audio Broadcasting within scope of a pilot project. Furthermore, the TV channel WDR Fernsehen is broadcasted with an own video text. Next to the own radio stations and the TV channel, WDR holds numerous stakes in other broadcasting agencies (Appendix 1: Stakes of WDR). The organization employs numerous freelancers and 4.193 permanent employees. Every tenth employee, who works for WDR, has a migration background. The organization has a transmission area with a size of 34.000 square meters with 18 million inhabitants. In this transmission area exist eight million nine hundred thousand radios and eight million TV's. The legal foundation of WDR is the WDR law, which was penned in 1985. The amended version of 2004 states (Appendix 2: Original version WDR law) that WDR is a non-profit regional public broadcasting agency with the right to autonomy. The task of WDR is to broadcast performances in word, sound and in picture that are meant for the general public. Furthermore it has to build and maintain the needed technical equipment and to use the newest technologies. The program serves the purpose of information, education and entertainment, contributions of culture, art and advice are to be offered, the regional division and the cultural variety of the transmission area is to be paid regard to. Further guidelines are fixed in the detailed version of the law. (WDR, 2009)