The Critical Role of Internal Marketing in Knowledge Management in Not-for-Profit Organizations

Craig Hume, Margee Hume

Research output: Contribution to journalArticlepeer-review

36 Citations (Scopus)


Australian not-for-profit (NFP) organizations are knowledge-intensive enterprises, but most struggle with knowledge management (KM), while at the same time identifying it as an increasingly important activity they must improve for an increasingly competitive and demanding environment. Replicating “corporate” best KM practices is often misaligned with NFPs’ unique cultures, finances, operations, and missions. This article advances previous work presented in this journal and highlights the importance of internal management practices as vital for success. This article draws from NFP research in knowledge and explores a key enabler (internal marketing) that has been overlooked for building a critical link between NFP staff/volunteers and the organization for building and sustaining KM in an NFP environment. Using in-depth interviewing (32 interviews) and an online survey (179 respondents), this article examines the elements of internal marketing’s benefit/value propositions to staff and the importance of personal relevance. Further, the article also explores the value of socialization strategies (such as communities of practice) as effective internal marketing channels.

Original languageEnglish
Pages (from-to)23-47
Number of pages25
JournalJournal of Nonprofit and Public Sector Marketing
Issue number1
Publication statusPublished - 2 Jan 2015
Externally publishedYes


  • internal marketing
  • knowledge capture
  • knowledge diffusion
  • knowledge management
  • not for profit


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