Samenvatting

This paper examines the importance of relationship marketing in the non-profit organisation, specifically focused on the alumni. Embracing the existing customers in an organisation is regarded to be more profitable in the long run. As non-profit organisations face a limited amount of resources, they rely more heavily on the relationship with its customers. This so-called shift from transactional marketing, as in relying on a customer at one specific moment in time, to relationship marketing is more evident in today's market. Several elements linked to relationship marketing have been studied extensively by researchers, and these have been summarised in this paper. The elements are all interrelated to each other, starting with the organisation's product or service offered to the customer for the first time. In the case of alumni, then the element of the current product or service follows. With providing good quality of service, good communication and adding superior value, an organisation will have a satisfied alumnus. Satisfied alumni lead to trust in the organisation, consequently leading to commitment and ultimately to loyalty. Loyalty is the ultimate goal of an organisation, as it brings the alumnus back to the organisation, in whatever way possible. This paper tested the relationship marketing elements on the relationship between Raleigh International and its Dutch alumni. Raleigh is a youth and sustainable development charity, which organises expeditions to young people between the ages of 17-24. Raleigh was founded on the four challenges principle, of which the first is to be selected, the second is to prepare for expedition, the third is the actual expedition and the fourth is to make a difference once the volunteer returns from expedition. This so-called fourth challenge addresses the volunteers who have already done an expedition. They are called Raleigh alumni and are part of a global alumni community of more than 35,000 alumni. Within this global alumni community, an increasing number of Dutch alumni is evident. Currently 260 Dutch alumni have done an expedition. This research looked into the question whether there lies an opportunity for Raleigh to advance the relationship with the Dutch alumni and how this would be possible. The research results suggest that Raleigh does not meet all the of relationship marketing elements. According to the Dutch alumni, the alumni activities organised by Raleigh are not meeting the wishes of the Dutch alumni. In other words, Raleigh does not take the Dutch into account. What has been communicated by Raleigh to its Dutch alumni is more a one-way of communicating, highlighting the fact that it seems they are more traditionally marketing focused rather than looking at the benefits of relationship marketing. The communication does not provoke any dialogue with Raleigh's Dutch alumni, meaning Raleigh does not receive much feedback from the Dutch. The information given through the communication tools is not interesting for the Dutch, as they suggested that more activities should be organised in the Netherlands. Overall, it was concluded that Dutch alumni are not much aware of what Raleigh offers, which emphasizes the gap between Raleigh objectives and results booked with regards to its Dutch alumni. Both Raleigh and the Dutch alumni were asked what could be a future goal, and given the fact that Raleigh has a limited amount of resources, it was advised to support the Dutch alumni with setting up an International Society. The Dutch alumni have indicated to be interested in organising alumni activities in the Netherlands, where Dutch alumni could regularly meet and inspire others around them. This is in line with Raleigh's overall vision, which is: To create a global community of inspired and inspiring young people committed to working together regardless of age, social background, culture and nationality, building strong sustainable communities and making a difference to their world. By nurturing the relationship with its Dutch alumni to a certain extent, Raleigh will create a favourable relationship. This will lead to an even larger global alumni community who will continue to live and breathe Raleigh's vision.